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Understanding Search Engine Optimisation (SEO) (Optimization in some countries)

Overview

Search engine optimization (SEO) has gained credibility and is now vitally important in a company’s effort to conduct business online, to build traffic and increase revenues.

SEO is also known as Search Engine Marketing (SEM), Search Engine Positioning (SEP) and various other titles. Search Engine Optimization is a service that “optimizes” or prepares your web site in order for it to be spidered, indexed and ranked by major search engines. Over 400 million searches are performed EVERY DAY on the various engines, and business owners today are seeing that they need to take a piece of that action and be prominently listed to be found by the potential customers performing these searches. Not being ranked prominently literally means giving business to your competitors that are ranked!

The following report is designed to share information with you about the service, techniques used and questions you must ask any Search Engine Optimisation company before working with them. Become an educated consumer will help you make the best possible Search Engine Optimisation decisions.

Search Engine Optimisation services have many wonderful benefits, and a long term commitment to a correct Search Engine Optimization campaign, done properly with targeted keywords and ethical techniques can produce great returns on your investment.

Search Engine Optimization Firms

There are hundreds of Search Engine Optimisation firms out there today, all varying in skill level as well as experience. Our goal is to help you learn what is important in an Search Engine Optimization company and to know what questions to ask to compare services and benefits to you.

There are Search Engine Optimisation companies that focus only on SEO, and some say that targeted focus will deliver the most benefit to you. We disagree with that opinion and feel that your best bet is with a Search Engine Optimisation company that can look at your big picture and help in other important areas, such as web design and maintenance, other marketing techniques and technical help. True, the company must have experience in all areas and should be able to provide references, case studies and samples of their work to earn your trust and respect. The main fact to remember here is just because other people in the company have the ability to help you in other areas, does not mean that your SEO consultant will be any less focused on their task at hand. A company that has staff experienced in other areas can only maximize your potential online and they work with on various other projects.

Be very wary of companies that promise results that seem to good to be true, they usually are. Companies that assure you they can gain numerous top 5 or top 10 rankings within days are most likely using less than ethical techniques that can actually harm your site and result in you being banned from the engines in the future. It is realistic to expect numerous top 20 rankings within a period of a few weeks to 4 months (depending on past ranking history, site SEO readiness and various other factors).

Be sure to ask any Search Engine Optimisation company what methods and techniques they use to achieve your rankings, and when you can expect to receive them by. Read further to see an overview of acceptable techniques.

Content is King

Good content sells a product but content is also an important part of SEO. Ask yourself the following questions. Does your copy convey the message you wish to get across to your visitors? Is it compelling? Does it lead your visitor through the sales process? Have others review, critique and edit your copy to insure it is delivering the intended message. 

Then ask yourself the following questions:  Does your copy contain all of your keywords from your HTML meta-tags?  Is each keyword repeated at least ten times?  Have you made sure that you have not over-saturated your copy with your keywords?  If a keyword is repeated too many times the search engines will penalize you for 'keyword spam'. 

Always double check your spelling and grammar. Not only will poor spelling and grammar drive away your customers it will also drive away the search engines particularly if you have mis-spelt one or more of your keywords. 

These simple rules will go a long way toward the improvement of your website and most importantly, turn visitors into loyal customers and search engines into friends.

 

Software

You will encounter many automated software services that will claim to submit you to thousands of engines and gain you so many rankings, this has become a popular and confusing trend – as companies see the opportunity to automate the process and gain profit for little work. These software packages appear attractive, due to their ease of use and low cost. The old saying, you get what you pay for is true once again. Without the proper education and understanding of the SEO process, you are limiting your success – you need to know what criteria the engines have in place to ensure your site’s SEO readiness, you need to know when to submit and how often to submit (and this varies from engine to engine). Over submitting can harm you and under submitting does not really benefit you. Also submitting a site that does not meet their basic criteria, will not gain you the rankings you are looking for. With that being said, I'm sure you can see that the investment in the software or automated service actually didn't benefit you and could potentially jeopardize your ability to be ranked in the future.

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