SEO is not an EVENT. It is a STRATEGY.

Posted by John Park on Sep 19th, 2008
Sep 19

SEO Search Engine Optimization

The new buzz phrase in small business is “Search Engine Optimization” or SEO.  We hear this phrase over and over again these days from our clients and prospects.  With this post, I am hoping to shed some light on the issue or at least get you pointed in the right direction.
Search Engine Optimization (SEO) is basically a fancy phrase to describe if your web site is search engine friendly or not.  Do the search engines, through their automated systems (BOTS), like what they see?  And as a result, will the search engines rank your web site high in their listings? (INDEX).
( What you need )
In order to implement SEO properly, you need three players—-SEO Web Developer, SEO Copywriter and You.
1)  SEO Web Developer:  This person or firm needs to know how to properly code a web site for maximum Search Engine Optimization.  They need to have up to date knowledge of SEO guidelines and specific search engine guidelines from companies like Google, Yahoo and MSN.
2)  SEO Copywriter:  This person or firm needs to write original marketing text copy on your behalf with a focus on Search Engine Optimization.  Again, this person needs to have a high level of proficiency in SEO copywriting techniques and strategies.
3)  You:  Because no one knows your business better than you.  You need to be involved in the process.  Don’t be so quick to let the developers and copywriters tell you what’s good for your business especially if your business experience and instincts tell you otherwise
( What to AVOID )
There are many posers in the Search Engine Optimization (SEO) industry.  Be careful not to get burned.
1)  Avoid any firms that will guarantee a specific organic listing position.  No legitimate SEO firm will do this.
2)  Avoid any SEO person or firm that can’t show you proof of their previous results with clients.
3)  Avoid any SEO person or firm that cannot give you at least 3 solid references you can call.  YOU SHOULD CALL THEM.
4)  Avoid SEO firms based overseas.  This is one of the top fraud areas for Search Engine Optimization.
5)  Avoid SEO firms that say they will submit you automatically to thousands of search engines.  Only 3 matter—Google, Yahoo and MSN.
6)  Avoid any SEO person or firm that does not practice or commit to “white hat” SEO methodologies.  Getting associated with a firm using dirty tricks to fool search engines can get your web site blacklisted.
It’s important to keep in mind that Search Engine Optimization is not an event.  It is a STRATEGY.
Depending on the scope of your web site and the level of competition in your industry, a proper SEO strategy can cost anywhere from 5K to 75K.  Of course, this is a lot to invest but the idea is for your business to benefit tremendously from free web site traffic as a result of top placement for optimal keywords.  These free listings are called Organic Listings and the traffic from them is called Organic Traffic.  Only you can determine what being on the first page of Google for your top keyword choice is worth in “real” hard dollars.
In a future blog post, I will offer some SEO tips you can potentially implement without hiring professionals.  A little preview… Do you know how many times I used the phrases SEO and Search Engine Optimization in this blog post?

3 Responses

  1. Dave Keener Says:

    Interesting but I also agree small business owners can do some SEO on their own for sure. Looking forward to your posts on those tips.

  2. Katherine Says:

    Thanks — as a small business owner I find your advice so enlightening!

  3. Allison Says:

    Ahaa, its nice conversation concerning this article here at this web site, I have read all that, so
    at this time me also commenting here.

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