The What, Why and How of Boosting Your Web Presence (Part 1)

The latest buzz on the Internet is about getting your website on page 1 of Google.  The process of boosting a website's position on search engines is called Search Engine Optimization (SEO).  SEO has become a billion dollar industry in recent years.  I get at least 2 emails a day from companies all over the world offering to "get me to page 1".  Some of these companies offer legitimate services that will help boost web rankings; but unfortunately, many of them are scams that take advantage of the "vagueness" of SEO.  Worse yet, a few of these companies use "spam" techniques to try to boost a website's search ranking, and end up doing damage to a website's reputation.

Allow me to help you understand some key components to an effective website -- what to expect and what to watch out for when choosing a SEO service provider.  First I will start with what NOT to expect.

What SEO is Not

Search Engine Optimization is NOT the only key to having an effective website.

Many people believe that simply having a website that shows up on page 1 of a Google search means they have achieved online success.  Not so.  The better question is whether or not their website is making them money or accomplishing its key business objectives.  Getting to page 1 is important because it means you are more likely to get noticed.  However, once you have been noticed you must have a system in place to convert your visitors in to buying customers.

Search Engine Optimization is NOT about getting your company's name to the top.

If your company is called "Happy Puppy Dog Food", and you show up on page 1 of Google when people search for "Happy Puppy Dog Food," you have not achieved much.  Let's be honest. The only people who are searching for your company are people who already know about your company!  What you really are after is people who don't already know about you.  The best online strategy should be to reach the people who are searching for products and services you offer.  To achieve this, you need to know what search terms people are after so that you can target your SEO campaign to those terms.

Search Engine Optimization is NOT an overnight process.

An effective SEO campaign takes 6-9 months on average.  Think about it this way.  The Internet has become a highly competitive market.  Having a website alone will not make you successful; having a website and investing time, money, research and follow-through will make you successful. Those who succeed are those who invest.  Bringing your website to page 1 requires research, commitment, patience and maintenance.  Brad Callen, a leading SEO expert, says that SEO is a "mindset".  Don't take a one-time shot at optimizing your site! Hire a company that understands these principles and will be transparent with you about their methods, educating you as they go.  

In part 2 of this article, we will talk about what SEO is and how you can use it to boost your business through the web.