90 Understanding Digital Marketing The good news is that, having read this chapter you're now armed with the knowledge you need to engage positively with your prospective search marketing partner, understand what they're telling you and discuss your SEO requirements with them in some detail. Here are a few things to bear in mind when you engage with an SEO professional: Make sure you're dealing with a reputable company that has a strong track record to back up its claims. Ask to see case studies and get references from previous clients. Check their own site ­ has it been optimized, does it adhere to search engine guidelines? Look and listen for any hint of the Black Hat techniques listed above. If there's any doubt about the ethics and integrity of the company, walk away. It's your domain they'll be playing with, and it's not worth risking your reputation with the engines. Once you've engaged an SEO company, don't just leave them to it. You need to keep abreast of what your SEO company is doing on your behalf ­ after all, it's your site.