Three Top Search Engine Optimization Fallacies
Jason
Mills
July 2, 2003
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Three Top Search Engine Optimization Fallacies
1) Guaranteed Rankings
In today's search engine marketplace anyone (and
I mean anyone) can guarantee a top ranking on
a top search engine through one of two methods.
First, the broadcast exposure of "pay per
click" listings allows any webmaster to bid
for top placement for any keyword imaginable.
This strategy yields only short-term results however,
because once the advertiser stops bidding the
client's site is immediately removed from the
top spot. A second method for obtaining a guaranteed
top ranking is by targeting keywords that are
noncompetitive and seldom searched.
The most valuable service of a reputable search
engine optimization / marketing firm is not the
ability to rank a website well for a given set
of keywords, but the ability to identify keywords
for which top rankings will benefit the client.
2) Submit to 100+ Search Engines (Or More!)
Though there may be several thousand search engines
around the world, only a few have the reputation,
traffic, and technology to deliver significant
levels of targeted visitors to your site. In reality,
there are probably only a dozen English-language
search engines to submit to, from which other
top players receive their results.
For example, you may find a service willing to
submit your website to 100 top search engines
for one low monthly price - their submission list
is filled with reputable sites such as Google,
AOL, Netscape, iWon, Yahoo, etc. - there's only
one catch, all of these mentioned engines use
the same index. The company is not really submitting
your site to all of these engines, just one, plus,
monthly submissions have no added value in this
case. Once indexed, most spidering engines will
continue to revisit your site automatically, regardless
of whether or not you "resubmit" on
a continuing basis.
3) Fixed Pricing
Search engine optimization is a professional marketing
service. How can a company offer an effective
online marketing solution for your website without
first reviewing your company's industry or your
website's content, structure, or competition?
Search engine optimization is not like selling
ad space on network television where a standard
product is offered to any company who can come
up with the cash to purchase the media. SEO firms
are more like the company that produces the ad,
where services vary based on the needs and goals
of the client.
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Jason specializes in search engine research and
strategy application as an Account
Manager for Top Site Listings. His primary
roll also includes management of client PPC campaigns
as an optional compliment to traditional search
engine optimization strategies.
© 2003 - TOP SITE LISTINGS - ALL RIGHTS RESERVED
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