I had this client a while ago who was always referring to the earls. Earl this and earl that she would say. Honestly, I didn’t have the foggiest clue what she was talking about (and it didn’t help that she didn’t either, a little bit of knowledge is a scary thing).

Then, she started going onto the cookie crumbs, which lead back into her earl discussion. Finally, I knew a little bit about what she was saying! (Cookie crumbs or bread crumbs are the links at the top of a page “home - section 1 - section 4 - article you’re on” helpful for inter-linking).

After another few minutes of scratching my head, I figured out what she meant by earl, she was taking about URLs! *laughs* I kid you not, she was using a very unique insider jargon that I’d never heard of to describe what she wanted. Once I figured out what she was saying, I had an easy enough time giving her what she wanted for her SEO needs, but it took some work to decipher it.

This leads to one of the most important things that I think you can look for in an SEO agency — can they make things understandable? That is, do you know what they’re talking about?

Granted, you don’t need to understand the finer intricacies of how SEO works, but if you don’t understand a thing that your SEO professionals are saying, how are you going to know if you approve of something or not?