Search engine optimization, it’s the big marketing buzz word of the last 5 years or so. And what was once known as a highly technical, and relatively unknown business tactic has become a medium embraced by the masses. So well embraced in fact, that it’s become more and more populated by people who barely understand what the term means, let alone how to properly implement it on a clients site.
It’s becoming ever more obvious when we speak with prospective clients, that their first introduction to the world of SEO wasn’t all it is cracked up to be. The most common way to be taken in is usually with your webhost, offering what seems to be an amazing suite with submissions to directories and search engines. What these small, and sometimes large companies don’t seem to realize, is that directories don’t carry much influence with the search engines, and as for being submitted to them, well it’s not a process that exists in so many words. This scenario, as bleak as it may seem, is the best case scenario unfortunately.
The worst case scenario, and we’ve run into it a few times, is a client who’s been attracted to the false promises, and ‘darker’ side of SEO. The black hat entrpreneurs, if you can call them that, lure in their clients with promises of page 1, top 10 positions and quick return on their investment. The problem here, is the tactics that employed often destroy the online reputation of the company, and lead to the website often being removed from the index. When we’re engaged with a client in such a predicament, we’ve actually had them start over entirely, new url, new website, the works.
Key points to remember about legitimate search engine optimization are: It is not a one shot deal that will place you in the top rankings
It is a long term, high ROI solution
It is the highest ROI marketing solution when the costs and gains are weighed
And a real SEO expert will engage you as a client, to help you create content, and create an online experience to help bring qualified visitors consistently to your site.
Don’t be fooled by get rich quick schemes where SEO is concerned, it doesn’t work, it doesn’t exist and anyone who is trying to sell it to you should be black listed in your contact book.