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Selecting
a Search Engine Optimization Company
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
A Search Engine Optimization Company can be an invaluable asset in your
Internet marketing campaign. They specialize in knowing how to raise your
search engine positions, monitoring those positions on the regular basis,
and adjusting their strategies to account for undesirable results in any
given month. Since this takes a lot of time, effort, and specialized
knowledge, it can be in your best interest to go to an outside source
rather than try to maintain high search engine positions on your own.
However, like every business, there are good companies and there are
lemons. Knowing the right questions to ask and the criteria to look for
will help you in choosing an affordable, effective search engine
optimization company.
When looking at different companies, begin by considering the approach
they employ to raise your search engine positions. Steer clear of
companies that use cloaked, doorway, or bridge pages to raise your
positions. These techniques violate most search engine policy, and in the
worst case scenario, will only get your website severely penalized, if not
removed entirely from a search engine's index.
A cloaked page is a page that is created which is invisible to the regular
visitor to your website. The cloaked page is coded to detect a search
engine spider and divert them to this special page, which is set-up to
artificially boost your search engine position. Doorway or bridge pages
utilize the same concept, but often reside on an entirely different
server. Google, one of the largest and most important search engine on the
Internet, will remove your website from their index if they detect you
have cloaked pages. Never, never employ any company that uses this
technique!
Another important element is to get a guarantee that the company you hire
will not work with your competitors while they are working for you.
Obviously, this would seriously compromise the effectiveness of the search
engine optimization campaign. Be aware that some companies will use the
success they achieve for your website to sell their services to your
competitors. So get your guarantee in writing, and make sure it is legally
binding.
Of course, one of the most important factors you want to check out is the
company's track record of results. However, don't take the company's word
for it. They will undoubtedly be slanting their results in order to sell
their services to you. To go beyond their simple statement of success, ask
them a few pertinent questions, and verify their answers.
Ask them which engines they have achieved the best results on. The ones
that are important are the most popular engines, and these are the ones
you want to see good results on. Since the popularity of search engines
can change with the landscape of the overall Internet, check out the
Nielsen Netratings page at Search Engine Watch. You can access this at
http://www.searchenginewatch.com/article.php/2156451.
Next, find out what keywords and phrases they are claiming great results
with. It's easy to get high rankings with unpopular words. For instance,
the keyword "cat leashes" will get high popularity ranking
because no one else would think of using it. What you are looking for is
good results using popular keywords. Check out the software Wordtracker,
available at www.wordtracker.com. You can order a free trial, or a
subscription ranging from 1 day to 1 year. This software rates the
popularity of keywords and phrases based on actual search engine use.
Next, look for good results over an entire site that the company claims to
have successfully worked for. You want to see a wide range of positions
over a number of different search engines using different keywords or
phrases for the entire site. Request a report for any client the company
claims to have done well for. This report should show good positions on a
number of the most popular search engines for a variety of different,
popular keywords and phrases.
When you are checking out search engine optimization companies, make sure
they have actually done the work they are claiming to have done. Some
companies will use other company's results in order to get you to sign on
with them. If you are in doubt, call the company they are showing you
results for, and ask for the name of their search engine optimization
company.
It's important to keep in mind that a successful search engine
optimization campaign will result in maximum exposure across a wide range
of popular search engines using a variety of keywords and phrases. This is
the formula for a successful campaign, and you should keep it always in
the forefront of your marketing strategy.
Ask the search engine optimization company you are considering for a
report that shows you rankings across a number of popular search engines
for a period of at least six months. Remember: search engine marketing is
a process that is continual, and you need a company that not only
understands this, but keeps constant tabs on your search engine positions.
That company must also be able to adjust its strategy in the event that
search engine rankings drop.
Since search engine marketing is an on-going process, your positions must
be constantly monitored. If you want your search engine optimization
company to do this for you, request a sample of a monthly report. It is
essential that this report should show rankings for the most popular
search engines. Don't be impressed by a report that only shows great
results for a limited number of small search engines. These are fairly
easy results to acquire. Also confirm that the popular search engine
results they are showing you are indeed the popular search engines
currently.
Be sure the sample report the company shows you is in a format that you
can easily understand. For example, it could be in the form of a chart
that covers a period of at least six months and presents data such as the
top 50 positions broken down on a monthly basis or the top 5 pages each
month. Then, ascertain that the company you are considering actually
monitors these positions or pages every month, and that the sample report
they show you includes findings and recommendations for the specific site.
This insures that the company will actively monitor and make adjustments
to their strategy on a continual basis rather than simply gather
statistics on your positions. You need a company that is actively
participant in your search engine marketing campaign, not just an
information gatherer.
Obviously, your finances have to figure into your choice of company, but
bear in mind that a search engine optimization company is crucial the
success of your marketing campaign. It is not just a casual accessory. If
you cannot afford a company that will do a thorough and reliable job for
your website, you might consider waiting until you do have the finances in
place.
If you have to find a company and can't wait for your finances to catch
up, you may be able to find an affordable company that will also be able
to supply quality, reliable work, such as a fairly new company. Just
remember that there are risks involved with using a company without a
proven track record - and that risk is your money! Don't take that leap
unless the company can supply you with a least a few references.
References are the most reliable indicator of a good company. Don't use a
company that won't show your references because of any reason,
confidentiality included. Remember - even doctors will provide references!
The firm you choose should provide you with a minimum of two references,
one that is from the past, and one that is current.
When you contact these references, be prepared to ask precise, specific
questions so that neither of your time is wasted. Ask them what their
experience was like with the company, such as their availability to answer
questions and deal with problems and their ability to meet deadlines. Ask
the reference to rate the overall performance of the company.
Find out if the company requested that the reference make significant
changes to their web pages that affected the visitors coming to their
site. You are looking for a search engine optimization company that can
balance the needs of both search engines and site visitors without
compromising either.
The most essential question to ask is whether the work of the search
engine optimization company resulted in higher profits for the reference.
Without profits, it doesn't matter whether your positions are at the top
of the list or not.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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