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December 2003
Search Engine Optimisation,
More Facts
Other Facts Even when you undertake each
process of optimisation and execute a project plan, their
is still no guarantees of success in relation to the desired
outcome unless every last detail has been analyzed and your
search engine optimization program has been measured in as
much detail as possible. This is achieved by using proven
methods of research and analysis of mathematical formulas.
The only way to guarantee results on search engines is to
analyses all variables effecting the positioning of top listing
sites, replicating their success and then building apon it
to gain a competitive edge.
In most cases not every variable has to be examined. In a
lot of cases search engine optimization experts such as Adaptability
will look at most of the obvious variables and will create
a project plan from this. When the project plan has been completed
and the objective of maximizing your results has been achieved,
the work of search engine optimization is complete and needs
to be maintained.
If all the common areas have been actioned, and the desired
rankings have not been achieved, the only option you have
to ethically manipulate the rankings is by optimizing your
site using all variables.
In a lot businesses the extent of this effort driven process
is reduced, this is because you may only be competing on a
few main variables. When you seek a search engine optimization
firm to undertake the task of promoting your site, their is
a multitude of strategies available to use. Some will be more
relevant than others to your site, in some business industries
it will be just a matter of adding a few links and tidying
up the code. In another industry it might be an exhaustive
effort driven project to reach first page listings.
With the introduction of pay per click services such as Google's
adwords or Yahoo's Overture PPC schemes search engine optimization
may not be feasible for your organization.
An effective pay per click campaign could be more economical
and result in less operational costs than search engine optimization
itself. Other forms of Internet promotion can take the form
of Internet marketing in which you will seek out as many potential
advertising prospects as you can, another way of looking at
this process is to create as many entrance points into your
web site as you can.
To elaborate on this a bit more, if you had an advert on
a high traffic site it might produce 10% of the leads a top
5 listing on Google at a cost of 5% of an optimization program
in which case it would make sound business sense, however
it could work in the opposite way, for instance it could cost
2% of the cost of optimization but only produce 0.2% of the
traffic you would get from Google.
The task to firstly explore your options, work out a baseline
and then make an informed decision needs to be done by working
with a third party or a highly experienced or knowledgeable
search engine guru. The demarcation between technical understanding,
business feasibility and the fact the Internet is an ever
changing vehicle means that it is very difficult to find the
most suitable solution with limited knowledge. This is why
you should always seek the advice of a business consultant.
Many good firms can dress up the details into a bronze, silver
and gold payment system but the task to maximize your profits
and slash your costs is as individual as you and I.
For this reason we highly recommend you contact a firm such
as Adaptability, and provide us with some keywords, little
background of your business and of course your domain name.
We can then look into your options and give you informed suggestions
on what we would recommend based on our knowledge of the Industry.
In many cases the process is simple, in highly competitive
markets you will quite likely be spending over half a million
pounds on a Google adwords campaign, it might be that optimization
would cost much more. On the other hand it could cost much
less so this is why we recommend you seek advice of a professional.
If you are unsure of who you can trust, a simple scientific
method of exploring your options would be to do a search for
a firm on the search engine you are interested in promoting
on. This ensures you that they, by virtue of the fact you
find their site, are credible, and worthy of your potential
business.
Making sure your site is search engine friendly is just a
small part of the process, however small this detail is, it
is in our opinion one of the most important factors of a correctly
rolled out search engine optimization program.
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