When I first started doing SEO Google was just one of many websites we optimized for and it was all about driving traffic. A lot has changed since then and while most of it has been for the better some of it has not.
Some where along the way it started being all about Google and a problem was created.
The truth of the matter is that Google does not much care about us, our business, or where we rank. They only care about their business and what is in the best entrance for them as do most major corporations.
For example if a new actor hits the scene or a big world event happens Google wants to make sure that event or happening ranks in the top of the search results. This can't be done by hand so it is an algorithm that runs along side the normal algorithm and allows certain sites to bypass the filters that prevent most sites from ranking.
It would make sense that lots of traffic and interaction on the site would be one of the things that would allow a site to bypass those filters. This means you optimize the back-end for the search engines but you design the site and the content for interaction.
Every piece of content has to be optimized for the search engines and the social media sites.
If you use an image along with your content that image should look good enough and say enough on it's own that it can be pinned on Pinterest and create enough desire in someone that they are willing to click, like, and share your image as well as click on your image to go to your site.
That image along with your content should then be shared on Twitter. For the first month it's not a made idea to try and get new followers daily as well as create a couple different accounts and try twitting every hour of every day so you can figure out which title, images, and times of the day are the most likely to get clicked on.
Now I talked about the things you should be looking for in the person that is going to be doing your SEO here but now I want to talk about one other thing and that is the topic you'll be creating content around.
When your talking about SEO, golf, sports, celebrities, cars, the Bible, the latest news or any of the other things people are passionate about it's not nearly as hard to create a following then if your talking about teapots.
The problem with real products is they normally do not have near the following as the popular products do. What you need to do at this point is try and come up with a unique way to link your product with a popular topic like Blend it did.
Blend it was able to link their blender with the ability to blend and destroy just about anything.
People watch the videos because they are fun to watch and they answer a question, "What would that look like if I stuck it in the blender?".
The problem is trying to figure out how and what to link teapots to.