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So maybe you've had your SEO guru or your SEO team on board for a while now. Beavering away in the background doing what they do, all a bit mysterious, all a little deep. And things have gone ok, you've seen some extra traffic to your site, received a few more enquiries than you might not have otherwise. 'Work in progress' you are reassured. But deep down you can't help wondering whether things are really going as well as they might. Whether you're missing a trick somehow. After all, your competition seems to be selfishly hogging the top spots on the keywords you really want and despite the early optimism things haven't quite gone the way you had hoped. What to do?

Maybe it's time for a rethink, a fresh perspective. Not being an SEO expert, what sorts of things should you be looking out for? What are the signs that it's time to shake things up a little and maybe move your business elsewhere?

SEO is a rapidly evolving discipline. It takes a lot for any SEO company to keep up to speed with the latest thinking and the latest techniques. Here are some tell tale signs that perhaps your existing SEO company has taken its eye off the ball.

A cult of keyword density

Nobody truly knows the criteria upon which Google defines relevance and thereby elevates websites to the top of the rankings. It's a hugely sophisticated and involved combination of many different signals.

If your SEO specialist is a member of the cult of keyword density then beware. Whilst the inclusion of keywords on your website pages is relevant, an over emphasis on 'keyword density' reveals a rather old fashioned and far too simplistic approach to SEO. These days the big guns, the SEO thought leaders are looking closely at Latent Semantic Indexing and LDA (Latent Dirichlet Allocation) in relation to keyword use. If people start talking about co-location and topicality then that's a good sign. Keyword density isn't.

The old traffic is vanity, conversions are sanity mantra

Remember your business objectives when you started out spending all this time and money on your web presence? To win more customers? Make more money? Well maybe, somehow, you've been distracted. Is your SEO provider feeding you visitor numbers instead of ROI? Impressions instead of sales? Maybe it's time to refocus on key performance indicators not just meaningless numbers.

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