Many have heard of search engine optimization, yet a number of small-business owners ponder its usefulness. Recently, I asked Ken Wisnefski of WebiMax, an online marketing company, about search engine optimization.
Anthony: In your own, layman terms, can you define search engine optimization and its immediate purpose regarding small businesses?
WebiMax: Search engine optimization defines a set of practices, which increases a site's rankings on search result pages for particular words or phrases.
Think of your Web site working towards two, major purposes - attempting to become popular with the search engines and Web browsers. Search engine optimization focuses on the former. In short, SEO tells the search engines what your site is about, so browsers may find your site rather than that of your competitors.
Anthony: What are some specific tactics of search engine optimization?
WebiMax: Attracting hyperlinks to the site coming from other, reputable sites; implementing keywords and phrases into the content on the site; regularly updating the site with new information; and, writing meta tags using keywords are just a few practices that can help increase rankings.
Anthony: Is search engine optimization an interminable process? Once a small business either implements on their own or outsources to another company, is SEO omnipresent in their budget?
WebiMax: It depends. It takes some time for SEO initiatives to impact rankings (can take up to three months or more). I would tell owners to give the endeavor three to six months to make a difference.
After that time, a small-business owner can survey the results and decide whether it is beneficial to proceed in an aggressive fashion, reduce the intensity of the initiatives, or simply "maintain" the results already achieved.
Anthony: What does "blackhat" and "whitehat" SEO refer to?
WebiMax: There are many ways to influence the search engines' rankings. Like computer "hacking," some tactics are not entirely ethical. In short, you want to hire those engaging in "white hat" techniques.
There are many SEO companies out there. Basically, SEO is online marketing. There are no magic tricks. If a potential company cannot tell you exactly what they are going to do, then move on to another company.
SEO is like any other service; it is not that the provider is doing anything a small-business owner couldn't do themselves, it is just that they are providing a service that the owner is choosing not to address in-house. SEO takes time and dedication - no other way around it. Any service that hints towards a magic formula, or that is not transparent, is wasting a potential client's time.
Anthony: What are a few things a small-business owner, in the market for an SEO provider, should look for?
WebiMax:
- Look for a service with some experience working for clients in your industry
- Ask for at least two or three references
- Address all points of the contract before signing. Make sure both parties understand what is expected.
- Ask for bi-weekly to monthly updates. Again, SEO is not a mystery service - the work done and to-be done should be apparent to the client.
- Do not be intimidated by "SEO" - ask questions, ask questions, ask questions!!
The following Web sites offer additional information regarding search engine optimization:
For more info:
Attracting Business from a Web Site - SpasnStuff.com
Fluorotherm - How a Niche Site Extends Marketing Reach
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