Intro to SEO Demystified

If you’ve been in business for any length of time, you’ve undoubtedly run across at least one resident computer guru in your company. Not just any nerd. I mean the archetypal geek with less than enviable social skills who sits alone in the server room, controlling the fate of all network users in his realm. He is mysterious and unapproachable — like the Great Oz. And just like the Great Oz, he doesn’t want any attempts to understand how he does it, or peeks behind the curtain.

Some people view Search Engine Optimization (SEO) with the same distorted perceptions. And some consultants approach the uninformed with the same attitude as our geek archetype. It’s as if they want to be seen as a mysterious alchemist who alone knows the ingredients to the magic elixir that is “Top 10 Organic Search Results.”

Now before I get email railing me for slamming SEO consultants, let me be crystal clear; not all of them are like this no more than all computer geeks have Klingon-like desires to rule the networked universe.

I often work with organizations unfamiliar with SEO. People have all sorts of questions and misunderstanding about what it is, how much it costs and what’s involved. And truth be told, many of them have crossed paths with “SEO alchemists” who bedazzle with strange concepts and vague objectives.

In light of this, I want to take a few minutes to demystify SEO. Before you hire anyone to do work for you in this area, be sure you have a solid foundation so you can make informed decisions.

I will also provide you with a few tips for selecting a good SEO outfit. The truth is that price and quality truly run the gamut. Do a quick Google on SEO companies. You’ll get about 1.2 million results. Prices can range from $500 to $10,000 for a typical campaign, and it’s often difficult to know when you’re being “taken” or when the consultant is legitimate and can deliver the goods. So let’s dive right in.

What is SEO?

Search engine optimization is neither art nor science, but more of a craft. It is the process of tweaking a Website to improve its natural or “organic” position on search engines (Google, Yahoo, MSN, etc.) for targeted keywords or phrases, and to increase the volume and quality of traffic that the site receives from search engines.

Another key term you should know is Search Engine Marketing, or SEM. SEM is any legal activity intended to bring traffic from a search portal to your Website. This activity includes SEO, Pay Per Click (PPC) and paid listings in Web directories. While many folks simply refer to the whole thing as SEO, there is a difference, and you should be aware of these terms as you discuss a project with potential consultants. Confused yet? Don’t be. Think of SEM as the broad term for implementing Search Engine Optimization, Pay-Per-Click and paid inclusion in Web directories. The objective is to rank higher in search results and to ultimately drive traffic to your site.

The SEO Process

Ok, so we’ve established a working definition for SEO and SEM. Now let’s look at the process. As we explore the steps or phases, it’s important to note that this isn’t that hard, which is why so many people have jumped on the bandwagon. Then again, neither is building a Website or laying out a brochure. The difference is quality and knowledge.

If you are interested in this topic, I’m sure you have discussed it with your friends and associates who are in marketing or have played with Web development. It’s been my experience that many folks have at least a cursory understanding of some elements of SEO, but lack the complete picture. As a result, they will encourage you to pepper your site with keywords or contact other sites to build a list of reciprocal links.

Those things are helpful to a degree but will not, in the end, yield the results you desire. Make no mistake, you can indeed tackle SEO and do it all yourself. You’ll find many tools to help you. But if you don’t have a decent grasp on Website creation and maintenance, you’ll be hampered. My suggestion is to find a vendor who is both knowledgeable and trustworthy. You will fare much better in the long run and probably spend less money in the process. With that said, let’s look at the general steps any SEO consultant will follow.

1. Keyword Strategy
2. Site Design and Structure
3. Optimizing Your Pages
4. Link Building
5. Getting Indexed
6. Monitoring and Adjustment

In my next post, I will unpack each of these. For now, let me close with this thought. It’s important to realize that once you decide to embark on an SEO campaign, expect 3-5 months before you will see results — assuming your consultant is not engaging in “black hat” techniques. To do SEM/SEO in a way that gives long term increased page rank takes time.