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100,000,000 Ways To Invest In SEO
How To Pick
An SEO Company
There are
over 200 signals analyzed by search engines, creating an
endless combination of tactics and strategies that can be
employed to achieve exposure, rankings, and—by far the most
important—conversions.
To successfully deploy these tactics and strategies,
however, requires a tremendous investment of time. To say
that SEO is a full time job is a vast understatement. One
can spend weeks or months dedicated to learning and
employing just the more common aspects of SEO. Add to that
quality copywriting, link building, usability testing, data
analysis, and the myriad of social networking opportunities
that seem to spring up over night, and you can see why
today's SEO is not just one, but several, full time jobs!
Deciding how, when and where to invest
Because of this, search engine optimization can seem to be a
daunting task for many small business owners. On the one
hand, to hire a good consultant or firm can cost more than a
small business owner has budgeted for marketing for the
year. On the other hand, to attempt to perform optimization
in house, one finds that there is often an insufficient
amount of time available to do that and run the business
while being effective at both. There are only so many hours
in the day!
What options are available to the small business owner in
the vast landscape of online marketing? The way I see it,
there are only two real choices. You either do it yourself,
or you pay someone to do it for you. Either way, you have an
investment to make, and you must ask yourself,
what makes the most sense
for your current situation.
What many small business owners fail to understand is that
in order to succeed online a significant investment must be
made. Gone are the days when you could throw up a website
and expect to become an overnight success. Most of today's
overnight business success are back by investments in time,
money, resources or any combination of those. While starting
and running a business online is easier than off-line, the
investment considerations should be no less. And with that,
you must decide how, when and where to invest your
resources, whether those be financial, personal time, or
whatever else you have available to you.
Setting goals to achieve the desired result
What can an SEO firm accomplish for you? If one chooses to
hire a consultant or firm, you must consider what that firm
will ultimately provide you. Making such a choice on budget
considerations alone is a decision based on faulty logic.
You must choose a firm based on the tasks you want
accomplished. If "top rankings" are your desire, then you
can probably hire relatively cheaply. But if you are looking
for a more solid marketing plan that considers reputation
and conversions as a measure of success, you'll likely shell
out a lot more.
What can you expect to accomplish yourself? Conversely, if a
small business owner chooses to optimize the site
themselves, I suggest taking baby steps through the process.
Set aside a specific amount of time each day dedicated to
the education and implementation of SEO strategies. Don't
worry about the "big picture" but instead start by focusing
on the on-page aspects of search engine optimization.
As you learn, don't take a single source as gospel. Find
multiple sources that can confirm each other and also take
in contrary opinions. These can only serve to confirm what
you believe is the right approach. But most importantly,
learn by doing, testing, and analyzing what you have done.
Don't expect big immediate payoffs, but be patient as you
work through the SEO process and its implementation of your
site.
Depending on the size of your site and the amount of time
you can dedicate to it each day, it may take several months
to a year to "perfect" the on-page optimization. At that
point, its time to start learning more about the off-page
factors. Again, baby steps are required here lest you become
overwhelmed. SEO is literally a sea and if you try to take
it all in you'll likely drown in it. Instead, just take a
small area to learn and master as best you can before moving
on.
The decision you make in how best to invest your
optimization campaign is of great consequence to the
long-term success of your business. It doesn't matter if its
in-sourced or out-sourced, either way, realistic
expectations must be in place and your decision must be
based on the ability to meet those expectations.
As a small business owner, you have to move forward in a way
that is best for you, not just today, but a year from now,
and five years from now as well. In any case, never be
afraid to step beyond your boundaries if you believe the
yield will be beyond your expectations. There may be over
100,000,000 ways to invest in SEO, but you only need to find
one that works for you.
Source: Stoney deGeyter
is CEO of
Pole
Position Marketing.
The
Small Is
Beautiful
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Doing SEO for over
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