Why Optimize Your Site For Search Engines?
By John Metzler
Sometimes a search engine optimization company
will miss that glaring question posed by potential clients and assume
the benefits of search engine optimization are obvious to everyone.
While shelling out a couple thousand on an SEO campaign is common
sense to some, others may find it hard to part with the cash unless
they know it is an investment in their business that is sure to
bring a good return.
Search engines account for a huge portion of traffic
to web sites. Data varies depending on what sources you read, but
the bottom line is that search engines are used millions of times
each day by consumers searching for goods and services. And having
your business displayed at the top of search results is essential
if you want to do any business from the major search engines. Nine
in every ten users will find what they're looking for in the top
10 results and won't go to page 2.
It's obvious that people can make a lot of money
from online sales, but how you advertise your products has a large
bearing on what kind of profit you make. If you buy advertising
space on Google AdWords or other services that charge per click,
you may only shell out 10 cents for every visitor to your site -
But what if it takes 100 clicks to make one sale? If your products
only sell for $10 a piece, then there is no profit being made. Pay-per-click
(PPC) campaigns will also never stop costing you money. Search Engine
Optimization, on the other hand, can be very affordable over months
Many SEO and Internet Marketing companies will
say that ongoing maintenance is needed to reach and keep top search
engine rankings. While this is true, be careful how the company
says they do it. There is an affordable way and then there's a way
to pad the pockets of the "experts." For more on this
issue, read my other article entitled "What Constitutes a Complete
and Effective SEO Campaign?" In short, the affordable way will
involve an intense content optimization followed by work to raise
link popularity. This link popularity development should be the
bulk of any ongoing maintenance. A couple times a year keyword research
should be done again and the content should be looked at. Search
trends can sometimes fluctuate so you want to make sure your content
is still aimed at the right audience.
What is affordable and what isn't varies greatly
from company to company, industry to industry. In the bed and breakfast
industry, a $50 monthly fee invested in link development may be enough to keep a top 5 ranking on
Google if the market is not very competitive. A web site competing
for a top spot in a database administration field may be looking
at several hundred a week if not more. The bottom line is, if you
pick the right Search Engine Optimization company, your return on
investment from an SEO campaign can be over 1000%.
While there are other ways to advertise a web
site (No, search engine optimization is not the be-all and end-all
of online advertising) very few can match the wide targeted audience
and affordability that search engines provide.
An expert at organic SEO, John Metzler has held executive positions in SEO firms since 2001. He offers ethical search engine optimization services at FreshPromo.ca.
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Other SEO articles:
:: Why Optimize Your Site for Search Engines?
:: Google's New SEO Rules
:: What Constitutes a Complete and Effective SEO Campaign?
:: Keeping Your Website Content Relevant
:: Getting Back To SEO Basics
:: Google PageRank: Not Worth The Worry
Assessment of your Web Site
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