With the recognition that there is no one magic bullet when it comes to marketing a business on the Internet, businesses that offer search engine placement services aim to help an online marketing campaign reach its target faster and more reliably using a variety of techniques. Choosing to hire such as service has the potential to improve a Web site's professionalism and reach. But as with any business decision, it's best to be informed since the choice runs the risk of damaging a site, it reputation and that of its owner. Some of the items on offer from optimization services include a review of site content and/or structure, technical advice on website development, content development, online marketing campaign management, keyword research and specialized knowledge of specific markets or locations.
An opportune time to hire an optimization service is when a site redesign is on the horizon or when there is a plan to unveil a completely new site. This approach is aimed at optimizing the site from the ground up. Providers can also improved existing sites by reviewing what works and what can be made more search engine friendly on an existing site.
SEARCH ENGINE RESULT METHODS: CAVEAT EMPTOR
Search engine juggernaut Google uses organic, or natural incidences of keywords to help determine the most relevant results of a search. And while some Web sites do pay to be included, they are clearly labeled as advertisements in a separate section of a results page. Some other search engines use a pay-per-click or pay-for-inclusion results in tandem with their regular web search results. Some search engine placement services might offer a rank high in search results, then place a site in the advertising section instead of search results. And a few might change bid prices in real time to create the appearance that they "control" some search engines and can position themselves at whim. For that reason, it's important to ask a prospective provider what part of the fees are directed to permanent inclusion and which go toward temporary placement.
OTHER THINGS TO LOOK OUT FOR
A common practice is a scam that of a "shadow" domain or domains that channel users to another site by using redirected paths. These domains can be owned by the placement service that ostensibly works for the client. Should the business relationship take a turn for the worse, the provider could direct the domain to another site. In that case, a client has in effect paid to develop a Web site that has no bearing on or is counterproductive to his or her interest.
TWENTY QUESTIONS
In the end, a client is responsible for the actions of any company it hires. For that reason, it is best to learn just how a search engine optimization service aims to improve a site. Some basic questions to ask a prospective optimization service include:
- What are some examples of previous work?
- What kind of results might one expect to see and when will they take effect?
- What are the measures of success?
- What are the company's major search engine optimization techniques?
- How will communication take place?
- Will all changes made to the site be made with advance notice?
- Will detailed information be available regarding recommendations and their rationale?