Most folks are admittedly not ready to do their own SEO. People would rather focus on spicing up a site’s topics and reviews or appearance, than learning the tricky tools of SEO. The good thing however is that you can hire someone else to do it, but be on the lookout for scam artists and sub-par SEO “experts”.
The art of SEO is basically an open and shut case, either it achieves pre-set objectives or it does not.
If it does not, the SEO process has failed. If it works, the optimization method has worked. The objectives could, and probably would involve achieving certain ranking positions on a particular search engine in a stated time. Achieving this may sound easy, however one needs to consider the environment in which SEO professionals work, and that is the search engines.
SEO and Search Engines
Search engines at present are a lucrative billion-dollar business. With over an estimated billion searches made every day using the search engines, search engines take their roles very seriously. The main reason why users come is to search and attain relevant results, and each of the major search seo engines long for a bigger slice of the growing market, which means gaining more users.
However, it is important to note that search engines sometimes do not mind a sites’ ranking, as long as they got to that position “organically.” If the site tries to rank via some other methods, like spamming and is discovered, the site is likely to be de-listed. Also, one good thing to remember is that search engines regularly change their covert ranking algorithms, and this makes SEO an unclear and indefinite science. This reason actually justifies the need for you to have an SEO professional working on your site.
How to Pick an SEO Professional
Basically, no degrees are required in Search Engine Optimization; however there are accreditations from groups like SEMPO and Bruceclay for example. There are courses in Search marketing offered in schools world wide, in US and European colleges. The art of Search Engine Optimization requires a range of skills from the hard (technical) to the soft, or people skills and “spin” marketing. Before signing up for a particular SEO professional or firm, check on some important details.
Analyze the SEO company. Read through the company website. Does the site list exact goals and techniques? Does it discuss using ethical, or white hat SEO methods?. Does it stir confidence, or do the experts sound like shrewd salesmen?. Check the company domain for example; click to see their whois details, how long has the domain been registered for?, does the company list complete and accurate whois details?, However, if the domain is new, or if the whois details aren’t listed, you may be looking at a suspicious company.
So how should you choose a professional SEO Company? The truth is that there are very few excellent SEO firms but there are tens of thousands of SEO companies that advertise their quality services, which could be poor or highly questionable. The SEO market is an unregulated and relatively new sector in considerable demand, so it is not so surprising for scam artists to be around. Try sorting out firms on the Web carefully, or better get a list from industry and government Web watchdogs for a safer search.
Here is a typical dilemma facing most of practicing Internet marketers – SEO or PPC, which should you prioritize? There are quite a number of Internet marketing professionals who look at PPC as a complete waste of precious dollars while others seem to look at SEO with disdain if not downright contempt.
Pay-Per-Click marketing is sometimes seen as a love-hate application by Internet marketers. For those who swear to the immense benefits that it provides and praise it to high heavens, PPC is seen as their ticket to high impact visitors and profitability levels that can hit the ceiling. It provides the opportunity for business to become prominent in the market and attract the attention of target customers. This instant exposure also affords you the opportunity to receive timely feedback from your target audience/clients. This added capability of Internet-based market development tracking allows you to “reconfigure” your marketing thrusts and priorities to better respond to the buying behavior of your intended clients.
On the other hand, for those who consider themselves falling under the “hate” crowd, the bids are unbelievably high and are always overwhelmed by doubt about the real count of clicks that are pure fakes.
Just like with the PPC, SEO marketing has its fair share of followers and non-believers. Those who support SEO marketing always look at the “free” aspect and the potential profit margin that can be had which, at times, can go over the roof. All these great things that can happen as a direct result of SEO marketing are manifested once the marketing strategy starts turning in more visitors to your site at a sustained or increasing rate. Those who question the wisdom of using SEO to boost online sales performance always anchor their argument on the general sentiment that this online marketing strategy is a total waste of time.
One of the major downsides of SEO is the longer turnaround time. Quick results is the norm in marketing, and some market experts can’t seem to reconcile the inexplicable fixation on SEO in the face of the uncertainty and longer response time that are associated to it. If you go the SEO way, then you must dig deep in your trenches as you may have to wait for as long as 12 months before you can see any movement in your ranking in search engine results.
Going back to our original concern about which is better between the two, we have to remember that the arguments and views that are being propounded by both sides are all accurate. However, both sides agree that both are indispensable tools when it comes to Internet marketing.