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Search Engine Optimization
Consumers in the Search Engine Optimization (SEO) world are being fed lies by some companies who claim to be experts in the area of Search Engine Optimization. Below are some of the most ridiculous things I hear through the grapevine.
Before You Get Started
You MUST understand how search engines work. Over 90% of your business will likely come directly from search engine results. Therefore, it is absolutely essential to optimize your site for search engines. You could have the greatest deals in the entire world, but if no one knows about them then your efforts are wasted. Do a search on google for Search Engine Optimization (SEO). You will find tons of great information on how to create a website that is both user friendly and search engine friendly. There are also countless numbers of companies and freelancers out there who offer SEO services. Just be cautious of their offers and do your research first. Remember, NO ONE can guarantėe top placement in major search engines, no matter what they say.
"We Can Guarantee Your Rankings"
Don't be fooled!
Guaranteeing rankings is highly unethical. It is impossible to guarantee rankings unless you have access to Google's database itself, and even then I'm not sure it's possible. Google themselves have said:
"No one can guarantee a -#1 ranking on Google - Beware of SEO's that claim to guarantee rankings, or that claim a "special relationship" with Google, or that claim to have a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is by using the page at http://www.google.com/addurl.html. You can do this yourself at no cost whatsoever." - http://www.google.com/intl/en/webmasters/seo.html
An ethical SEO company will not guarantee rankings. They will guarantee that their methods follow search engine guidelines, and they will guarantee customer satisfaction, but at no point in time will any SEO company with a conscience guarantee your rankings.
"Your Site Needs to Be Continually Resubmitted to Get On and Stay On the Search Engines"
"Submission is not necessary and does not guarantee inclusion in our index. Given the large number of sites submitting URLs, it's likely your pages will be found in an automatic crawl before they make it into our index through the URL submission form. We DO NOT add all submitted URLs to our index, and cannot predict when or if they will appear." - http://www.google.com/intl/en/webmasters/1.html#A2
"Meta Tags Are Not Important Anymore"
Yes they are!. If you want a decent ranking on MSN. The new MSN search places a lot of value on the keywords and description meta tags. Without these tags in your site's code, your ranking on MSN will suffer. Just as importantly, if your keywords and description meta tags don't use proper language, your rankings will suffer. The description tag is also what MSN uses as the visible description for a site in the search results. And of course, to prove I'm not the one blowing hot air, this is what MSN themselves say about it:
"Site descriptions are extracted from the content of your page each time MSNBot crawls your site and indexes its pages...
...the best way to affect your site description is to ensure that your web pages effectively deliver the information you want to see in search results." - Click-here to see the page this is found on. ( Site Owner Help)
"Your Web Site Has Been Sabotaged"
This one is truly unreal. I can't believe it's even been used as an excuse for why an SEO company hasn't achieved decent rankings for you. These are some hefty claims and it is a clear sign that the company who is running your SEO campaign is unwilling to be held accountable for their actions or lack thereof.
Don't Put Up With It
The bottom line is, your search engine optimization company works for you. You are paying them. Hold them accountable as you would any other vendor. Educate yourself and if something your SEO says smells a little rotten, don't be afraid to call them on it.
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