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02.06.09 Increasing Your Sites Level Of Exposure With SEO  By
Peter Da Vanzo Unlike traditional media buying, where placement is guaranteed, SEO can appear to be hit and miss. This is because SEO is a strategic process, whereby the SEO will align your site with the often cryptic requirements of the search engines, with the intent of gaining higher visibility for your site in search listings. The SEO doesn't purchase placement, rather, s/he will try to earn you that placement. The closer your site is aligned with the search engines unwritten criteria, usually the more successful the SEO campaign will be. All search marketing services should increase the level of exposure you receive on search engines. The trick lies in measuring the level of that exposure, and measuring the value it provides. Your Goals What exactly are people buying when they buy an SEO service? Why are SEO offerings so different? What is the difference between a service that costs a few hundred and a service costing tens of thousands? Before you consider buying SEO services, step back and assess your goals for your site.
What problem are you trying to solve? Do you want to drive traffic from search engines? Do you want to reduce your PPC spend? Do you want to increase conversion rates? Depending on how you answer such questions, the level of SEO service you require will vary considerably. Search marketing is most effective when it increases the level of visitor traffic to your site, that visitor traffic arrives at an acceptable cost, and the visitor traffic engages in desired action. If you keep these metrics in mind, you'll should avoid falling victim to some of the scams prevalent in the darker corners of the industry. Done well, however, SEO is a very powerful, cost effective channel. A steady flow of new visitors will arrive for years after your initial investment is made. You Get What you Pay For Some SEO services deliver a greater level of exposure in the search listings. Other services take a more holistic, marketing-driven approach, which can include conversion metrics and visitor behavior evaluation. Most services lie somewhere in between. Your selection of vendor will depend very much on your requirements and budget. SEO vendors who include conversion metrics tend to be more expensive, as this type of service requires diverse skill sets, and is more time intensive. One Time Fee Generally speaking, the more competitive your keyword area, the more work involved. One good way to measure how competitive your keyword area is, is to look at the PPC bid prices. PPC bid prices can range from a few cents per click, to hundreds of dollars. The higher the figure, the more competitive the keyword area. The exception is if you have an established, reputable brand. Established sites can often dominate competitive areas with little additional work. If you're operating in a area that isn't competitive, a one off SEO service might be all you need. Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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