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HOME > ARTIGOS > COMO CONTRATAR UM FORNECEDOR DE SEO?

Em Mercado SEM e SEO

Como contratar um fornecedor de SEO?

04/03/2009 - 01:20

Por Gustavo Loureiro

Muitas empresas vêm precisando do serviço de Search Engine Optimization e outras tantas vem oferecendo esse serviço. Como o cliente deve contratar uma solução em SEO e como o fornecedor dessa solução deve se posicionar?

De dois anos para cá o crescimento do mercado de search no Brasil se tornou notável. Talvez as pesquisas mostrem números diferentes no Brasil e no mundo. Minha percepção é que atualmente em qualquer reunião de diretoria de marketing que envolva estratégia, acabada envolvendo o tema SEO. Mas nem sempre foi assim. Antes, só executivos com perfil inovador faziam questão de falar nesse assunto.

Há pouco tempo fiz parte da equipe de marketing online em um grande varejista - com um forte e-commerce - justamente trabalhando na área de SEO, e uma das atividades que estavam em meu plano de ação era contratar uma agência SEM para otimizar o site.

Na época, a primeira coisa que fiz foi pesquisar quem eram os principais players nesse mercado, não me interessava se seria um consultor uma agência SEM. Se o envolvido no projeto fosse realmente bom e competente o suficiente para fazer esse serviço, isso bastava. Fiz contatos com as principais empresas que ofereciam esse serviço no Brasil, inicialmente pedi que elas respondessem um questionário que se encontra num texto do Gustavo Bacchin aqui mesmo no SEM Brasil e, em seguida, marquei uma reunião com cada um para explicar o escopo do projeto.

Quando fiz a seleção cheguei até a incluir o nome de um consultor nessa área, mas a diretoria queria uma empresa especializada e não um consultor. Nesse momento, estava tratando com quatro empresas especializadas em Search. Em nossa primeira reunião, duas empresas foram descartadas porque trabalhavam com concorrentes diretos nossos e isso não era interessante para a empresa.

Achei engraçado que a diretoria da empresa não queria pagar um contrato de exclusividade, mas se o fornecedor trabalhasse para um concorrente, ele seria descartado, qual o problema em uma agência ter dois clientes no mesmo segmento? Coisa de maluco.

Seguindo o processo de decisão, montamos uma planilha com quesitos importantes que receberiam notas e depois uma média ponderada determinaria quem seria o fornecedor contratado.

Entre os vários quesitos avaliados, estavam: tamanho da equipe, número de empresas que estavam atendendo no momento, tamanho dessas empresas, profissionais dedicados ao nosso projeto, possibilidade de pagamento por performance, tempo da empresa no mercado, foco em search e possibilidade de contatar clientes sendo atendidos (cases).

Tamanho da equipe

É importante saber quantos profissionais estão trabalhando em uma agência SEM e principalmente como é a estrutura de atendimento, desde o executivo de atendimento, até quem vai realmente colocar a mão na massa.

Número e porte de clientes

Aqui alguns fornecedores nos assustaram, pois tinham mais de 10 clientes de grande porte fazendo o projeto de SEO com eles. Por que ficamos assustados? Primeiro porque eram empresas muito grandes e nós seriamos somente mais uma em seu portfólio de clientes. Segundo porque a empresa não tinha um tamanho de equipe suficiente para atender mais um cliente exigente, ou seja, muitos projetos para poucos profissionais envolvidos.

Profissionais dedicados ao nosso projeto

Algumas empresas ofereceram alocar um profissional dedicado para cuidar da nossa otimização, umas cobrariam a mais por isso e outras não.

Pagamento por performance

Outra questão era a possibilidade de um fee fixo e o restante do projeto ser pago por performance. Todas as empresas envolvidas estavam dispostas a trabalhar com esse modelo.

Tempo da empresa no mercado

Aqui você precisa ser justo. Uma empresa pode ter 10 anos de mercado e não ser a melhor e outra pode ter um ou dois anos e ser ótima. Além de avaliar o tempo da empresa no mercado, avalie o tempo de mercado dos profissionais envolvidos no projeto. Muitos podem estar em uma startup, mas podem ter adquirido experiência em outros fornecedores. Outro ponto importante é ver o tempo de mercado com foco em Search. Uma empresa ou profissional podem estar a dez anos no mercado, mas trabalhar com SEO a seis meses. Fique atento!

Foco em Search

Muitos fornecedores de SEO nem sempre são específicos em search ou somente SEO. Existem bons fornecedores no mercado que oferecem o serviço de search, mas também oferecem outros serviços como mídia on-line, desenvolvimento de portais entre outros. No meu caso, era mais importante que a empresa fosse focada em search.

Contatos de clientes

Claro que o concorrente a fornecedor de SEO pode passar contatos de empresas que ele saiba que não vão reclamar de seu serviço, mas a transparência é o ideal. O cliente também pode pedir esses contatos e nem ligar. Ele pode estar pedindo somente para saber se o fornecedor se importa em passar esses contatos. Uma coisa é certa: se alguma empresa for amadora será descartada nesse momento, pois não terá contatos de bons clientes para indicar.

O modelo acima, não é uma regra e nem uma boa prática do PMI, mas foi essa a forma que usei para contratar a empresa que ia conduzir o projeto de SEO onde trabalhava, e deu muito certo. Depois de alguns meses negociando, o trabalho começou e pelo menos durante o tempo que fiquei no projeto, não me arrependi da escolha.

Conclusão, se você precisa contratar um fornecedor de SEO saiba que o mercado em cada esquina tem um carinha que mudou o TITLE, o DESCRIPTION e o KEYWORD em um código HTML e acha que por isso é competente o suficiente para atender você. No fundo, trabalhar com agências SEM é a melhor opção quando se trata de um cliente grande e que precisa de um bom suporte nessa área e nenhum amadorismo. Agora, se você quer fazer economia e arriscar, boa sorte!

Abraços,
Gustavo Loureiro

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