Search Engine Optimization (or SEO for short) can’t do it all. The process of optimizing a page can help raise its profile and get it higher up in the list of results returned by search engines, but there are no iron clad guarantees with SEO, which is why no ethical SEO firm will promise to get your page into the #1 spot on Google, Yahoo or Bing results pages.
SEO is a process more so than it is a single task and it can take some time to see the results of on-site or off-site optimization efforts. Ethical search engine optimization consultants offer their best efforts, not guarantees.
The work of a SEO expert who uses ethical best practices for search engine optimization can significantly increase your website’s search engine rankings, but it may be the case that you won’t see the results you’d hoped for immediately.
It can take weeks, even months before you really start to see the difference – and of course, we’re all used to instant gratification and there are many who are unwilling to wait. For better or worse, this is one of those things which simply takes time.
Of course, there are SEO consultants who will tell you that you can get your site into the first page of Google results almost overnight. You might want to back away slowly from these consultants, for reasons I’ll explain below.
It is true that there are ways to boost the page ranking of a website very quickly – as long as you’re not concerned with lasting results or with having your website visible to users through the major search engines, that is. You may have heard of something called search engine spamming.
It’s a set of techniques which no ethical SEO consultant would use; but not everyone out there selling SEO services adheres to ethical practices.
These spamming techniques include some things which businesses occasionally ask SEO consultants to do, such as creating “ghost” pages, cramming the content on their site with far too many keywords or using link directories (often called link farms in the business)to build page ranking.
An ethical SEO consultant or firm will always let you know if something you’re interested in making a part of your campaign might actually harm your page ranking.
The problem with these kinds of unethical “black hat” methodologies is that the search engines will penalize these behaviors. If your site is engaging in these kinds of SEO practices, they may penalize your site by lowering its page ranking or even dropping your site from the index, making it invisible through that search engine – hardly what you’d hoped for.
One thing that an ethical search engine optimization will tell you is that SEO is just one piece of the puzzle of building your company’s online presence.
The search engines are important, but you also need to make your website appealing to your visitors with content which they will find useful and informative. It doesn’t matter if your website comes in at #1 in all of the major search engines if your content isn’t compelling enough to close the deal.
If you’re trying to establish an online presence for your business which brings you a satisfactory return on your investment, you’ll need to take a longer view with your marketing strategy. Work with firms who only use only ethical SEO methodologies in order to make sure that your site makes its way up the search engine rankings – from there, it’s up to you to make your visitors into customers.
Just beware of any SEO consultants who promise you #1 page rankings or tell you that they have some sort of special relationship with Google or any of the other major search engines; these so-called experts are planning to take you to a ride which may end up at the very bottom of the search results.