The best people in all industries share a common trait - they get things done. 

This attribute is more important than any other when it comes to performance.  But despite this simple fact, there are very few SEO companies that share what has been called the "Action Habit" - the habit of putting ideas into action now.  I'm proud to say that this principle is at the very foundation of everything we do at Vertical Leap and an essential ingredient in our unique approach called TotalPropulsion^TM.

Here's a few hints that will help you know if your current SEO company has it or not:

1. Waiting, waiting, waiting.  SEO has a long-term game plan but does your SEO always wait for the conditions to be perfect before making any change?  I'm not saying that they should constantly be tinkering with your site so that the optimisation is not allowed to run its course - but there's a lot of things that can be done in parallel and waiting for something that is not necessarily interdependent costs time and potentially lost opportunities.

2. Proactivity.  Is your SEO a "doer"?  Do they make changes without being asked or do they only respond (albeit perhaps quickly) when you raise a question from your "contracted" monthly email report or through your own research.  If you have hired an SEO firm to manage your search marketing campaign, then why do they only act on your request?  When was the last time - after the initial optimisation process - that they implemented a change because THEY noticed that something was not working??

3. Ideas alone do not produce success.  A lot of people don't seem to understand that ideas are easy; having a great idea is nothing without effective implementation.  Does your SEO make lots of suggestions or perhaps provide you with a "consulting report" or "analysis" - and then never actually implement their own suggestions?   Ideas need to be converted into action to be effective - otherwise you might as well have simply bought a book on SEO rather than hire an expert.

4. Creativity.  I don't mean in terms of artistic flair, but SEO exists in a world of compromise and sometimes the perfect path to success is not simply listed in a 40-point report or other generic checklist.  And creativity is not something that just happens - out of the blue.  You can build creativity into the process - brainstorming meetings, discussions with others in the SEO team (if they have a team).  In order to get the same result for each client (i.e. high rankings generating qualified traffic that converts), you have to come at the solution differently each and every time.  What worked for one client or one website may not work again because the industry is different or the search landscape may have changed.   

5. One way communication.  Are you always calling or emailing your SEO for updates or to make suggestions?  How informed are you?  Are you driving the activities for your campaign?  An agency with an Action Habit will provide you with frequent updates and in multiple channels - perhaps RSS, email - but most importantly.. by speaking with you on the phone.

Well - that's a few quick tips... there's a lot more that could be said.  We are speaking to companies all the time who are getting let down by one SEO firm or another and interestingly, its not always the initial optimisation that is at fault- it's their approach to managing the client and their approach to managing their campaign.