Search Engine Optimization And The Many Hats

I’ve very rarely written about Search Engine Optimization (Define) in the past, however is core to our agency’s survival as an online Internet marketing firm. There are literally millions of publications that either describe the act of Search Engine Optimization (SEO) or provide strategies in doing so. What I find that makes search engine optimization so unique is that in the hands of the so-called SEO “experts”, there lies millions of methodologies that given any particular SEO task, could result in multiple results.

Black hat (Define), white hat, and even gray hat Search Engine Optimization tactics hold no boundaries. To evaluate any technique or to classify one for that matter would be a waste of time. If you want an answer to that question, just read some of the industry marketing journals or do some searches on Google. But even then, you might come back even more puzzled. The real question should be “how will I use search engines to add to my bottom line?” After all, what good are high rankings if your website doesn’t make good use of them…which is why you should want them in the first place right?

I can tell you with certainly that cringe every time I read an article that attempts to outline the difference between white hat or black SEO. In the same respect, you’ll never find our company boast on our Blog or website the “xyz” rankings we were able to achieve for a client. Why? Because other than verifying the high ranking, what real credibility does it hold? Did the SEO firm achieve the clients desired ROI? Was the company able to build brand awareness or measure its reach? A big so what comes to mind!

By now, I know some of you are thinking that to ignore bad SEO tactics up to this point, just illustrates my ignorance. However, for those that have had fallen victim to bad SEO without asking questions like “How many sales can I expect? ” or “What kind of return will there be?” I share no pity. In addition, any SEO firm that focus on telling you how they will link your site or how fast you’ll get rankings…should be an immediate sign to steer clear!

Adding to the Real Bottom Line
So where do all the good Search Engine Optimization begin? In short, with a plan! Profiling the company, competitors, industry, and competencies is the first step in a make or break Internet marketing strategy. To promise anything before hand is the definition of a black hat at work. The basics as they say are where the rubber meets the road. Once the above is outlined, goals and objectives must also be defined. If you or the company your working with is able to meet the above guidelines, the chances are you don’t have to worry about the hats:)
[tags] search engine optimization, seo, internet marketing [/tags]