Search Engine Optimization – Fulfilling The Potential

You all must have probably heard at some point the term “search engine optimization”, especially if you are involved in the business aspect of the Internet, more prominently, if you have a website or a business that has some Internet presence. Search engine optimization is a relatively new profession, in which there is much more than meets the naked eye – shrouding it with a halo of mystery that conveys the notion that only special individuals are active in the limited circle of professionals who offer such services.
With this article, we will review this profession and the people who are engaged in this craft – in a simple manner that will be clear to individuals who do not work in this field.

What is Search Engine Optimization?

By definition, search engine optimization is a profession that revolves around elevating an existing or a new website to the highest possible places in the search engine result page. The idea is based on the premise – verified professionally and empirically – that most exposure is given to the ten websites that are presented in the first page of the search results, and the first results there get the biggest slice of the cake.
You must differentiate between search engine optimization and website marketing – as they focus on different things. Search engine optimization revolves around reaching the top of the organic search results (by convincing the search engine that the website is the most relevant to the search term), while website marketing deals with creation of advertising campaigns of the highest quality (to appear in the sponsored links portion of the result page).

Search Engine Optimization – The Specifics

When engaged in search engine optimization, the professional is required to do many actions to achieve his final goal. You can divide the actions into two major categories: actions that take place within the website, and those implemented outside of it. Every action is prioritized, so it would benefit the website in the best way possible. As every business brings different considerations to the table, the experience of the optimization professional is crucial – based on his experience, you can decide which actions should be emphasized and which constitute a waste of your time.
Amongst the actions that are done within the website (OnSite) you can find content optimization, editing texts to meet the search engine requirements, cleaning up the code to optimize the scanning, creating internal linking and navigation scheme and many more.
In actions that take place outside the website (OffSite) we could mention the following: link exchanges, cooperation with other websites, creating 'buzz' around the website, acquiring links from authority websites, amongst many more.
There are several other aspects that affect the quality of the website, as seen by the search engine: the age of the domain, presence in social networks, branding and more. An experienced search engine expert will be able to advise the business owner how to make the most of factors that are not under his direct control.

Different Search Engine Optimization Approaches

There are two major approaches to search engine optimization: Black-Hat and White-Hat.
The White Hat approach dictates the usage of ethical means only – full accordance with the recommendations of the search engines, avoidance of 'problematic' actions and the usage of 'kosher' means only.
The Black Hat approach states that the aim sanctifies the means: this approach will not shy away from any tool or technique, even if it's unethical, and does not meet with the requirements of search engine, while taking considerable risks.
These two extremes are the edges of a scale, on which all search engine optimization professionals take various places. Most companies, obviously, will tend to stay on the safe “white hat” side, as freelances will sometimes allow themselves to put on their “black hat”. Logically, black-hat actions will allow the website to reach the same results that are accomplished by white-hat actions in shorter time, but the risk of being banned and nullified is greater.
As business owners, that optimize their websites, will avoid unnecessary risks, the crowd of those who offer services to businesses is mostly made of white-hat optimizers. We firmly believe that in most cases, it is better to put more effort and reach a solid place, than reach in within few short weeks and be banned immediately after.

Who Needs Search Engine Optimization, and Why?

Who really needs search engine optimization? The easy answer would be “everyone”, but allow us to elaborate.
Generally, the search engine optimization professional takes care of – should we choose a real shop as an example – your exposure to potential buyers. Whether we are talking about placing your store strategically within the shopping mall, see that the visitors are potential buyers (as a person looking for a toolbox will be displeased in a shoe store...), arranging the store in a manner that enhances the chances to sell, creating professional connections with other store owners to recommend you – you can see that many actions take place.
So, every business owner that runs a website, that stands in the center of his Internet activity, needs a professional search engine optimization service. It's a competition – on every word, term, expression and location – and a business owner must have the skills, the knowledge and the time to partake in it. The market offers business owners to place someone on his behalf to compete for him, constantly and actively, and not only on occasion.

Search Engine Optimization – How To Start?

The best way to embark on a search engine optimization journey is to find a skilled professional or a company. Take a close look at their portfolio, references and testimonials. Do not hesitate to contact the clients and consult with them regarding the nature of the work.
Try to find an official blog or an article directory – the expertise of a pro or a company is more evident in written form, even if you can't keep up with the professional lingo. Also, try to observe, during the conversation, the data that the professional will pour on you: ask for a specific analysis of your website (rather than general catchphrases), including the estimates of the level of competition you are about to face, and the amount of time that prevailing should take.
Expect a lengthy process – search engine optimization is not instant, but as soon as you see your results, the patience pays off tenfold. Thus, do not be scared of a scenario in which your search engine optimization pro enjoys a profound monthly budget – such a scenario is an evidence that the process works. Hope for a situation in which you will enhance your monthly optimization budget, as it is a sign of client base increase and results that surpass the expectations.
Above all – see your search optimization expert as an integral partner of your business' success. It is a person that is required by his duty to believe in your business and hold a candle to it – so, a search engine optimization expert who does his job as expected is a valued asset for any website owner that wishes to be successful in his online endeavors.