Webmaster tips & trix   contact | privacylink partnersfree website content
Home » Articles » Search engine optimization
Articles

» Affiliate programs
» SE optimization
» Miscellaneous
» Newsletters & E-zines
» Promotion
» Web design
» Usability
» Domain names
» Create income
» Web writing
» Hosting
» Guerrilla marketing
» Accessibility
» Web credibility
» Data recovery

» Archive

 


Special articles

» Google tools/services
» Yahoo! tools/services


What SEOs expect from their clients

By Kalena Jordan kalena@high-search-engine-ranking.com

24 March 2003

I've seen a lot of articles around lately about how to pick and choose a search engine optimization company. That's fine and dandy, but it often works the other way around in this industry. The most successful SEOs pick and choose their own clients. Good SEOs can spot a tire kicker from a mile off and I know of a few SEOs that quickly "fire" clients that give them too much grief.

Why? Because they can. Their reputation is widely known and they are constantly in demand. Many of them are too busy to spend time haggling over price or technique and why should they? Their reputation is rock solid, their results outstanding, the ROI for their work impressive. Companies are lining up to pay for their expertise and to benefit from the amazing income generation potential that a well-executed search engine optimization campaign can bring. To quote one of the best:

"I choose clients who choose me" - Jill Whalen, HighRankings.com

So how do you recognize top performing SEOs? Most will be regular contributers to popular webmaster or search engine forums and many will have their own newsletter or web log keeping people up to date with the latest developments in the search industry. Some write regular articles about the search engines and have them published in popular search engine portals and resource sites such as Search Engine Guide, Search Engine Watch, Pandia and SEO Today. Or perhaps you've seen their articles syndicated on news channels like Moreover, ClickZ or ZDNet.

Of course some of them are so busy, they don't have time to write articles. But if they have a good reputation, chances are people are talking about them. Of course the opposite is also true. Want to know more about their reputation in the industry? Conduct a search for their name in the search engine of your choice. I don't mean the name of their company either - I mean the name of the actual person who would be responsible for the optimization of your site. If you find lots of positive references, they're a keeper. Finding negative discussions or comments? Better think twice. Can't find them at all? Then they probably aren't worth talking about.

Once you've located a top performing SEO, don't expect to call the shots. Search engine optimizers have certain expectations of their clients. Let me run through a few of them. To keep your SEO happy:

1. Don't automatically expect a guarantee - Not all SEOs offer them. Not because they aren't good at what they do, but because offering a guarantee can give the false impression that SEOs have full control over search engine rankings when in fact only the engine has this. Also, while many top SEOs will offer a satisfaction guarantee, many others don't believe a guarantee is necessary because of their public track record of results and because they feel a client should trust them fully before signing on rather than relying on some piece of paper to protect them.

2. Don't choose by price - The most expensive SEOs aren't necessarily the best. By the same token, don't make the mistake of thinking SEO is not worth much. Search engine marketing is not an "add on" or a short term ad campaign - it is a continuously evolving marketing channel that can bring upwards of 50 percent of your total site traffic if done correctly. Therefore you should allocate a good portion of your marketing budget towards it each year.

3. Don't assume an SEO isn't good because their own site isn't ranking highly - Remember the old adage that plumbers taps always leak? Some SEOs are so busy helping clients that they don't have time to optimize their own sites. Also, as you would imagine, competition for rankings in the SEO industry is fierce. Just because an SEO isn't ranking highly for all SEO related terms does not mean they aren't good at what they do - maybe they don't have the time or inclination to compete with their peers. For proof of results, look to their client site rankings and references.

4. Don't question the SEO process after it has begun - It should all be outlined in the initial proposal, but a SEO worth his/her salt will make actual changes to your site. They will change the visible text and/or design. They will probably get rid of that pretty Flash image or graphic from your home page. They might change your graphic navigation menu into a bland looking text menu. But remember they are doing this for a very good reason - to ensure your site is as search engine compatible as possible. Listen, learn and trust them - they're experts at this stuff.

5. Don't expect high rankings overnight - It really yanks my chain when clients call me up a week after their site has been submitted wanting to know why they're not ranking highly yet! All good things take time and it can take up to 3 or 4 months for the search engines and directories to index your optimized content and re-rank your site accordingly. That said, you should notice an improvement on some of the faster engines within 2 or 3 weeks.

>> 6. Don't assume traffic is the goal - While your new SEO campaign might generate high traffic levels, your site needs to encourage all these visitors to stay, browse, join and/or buy from you. This means you need to ensure your site is looking its very best, your navigation structure is intuitive, the copy is enticing and convincing and the interactive features of your site (such as catalogs and shopping cart facilities) are working and easy to use. Not all of these items are the responsibility of the SEO.

7. Don't assume the campaign ends with submission - Web sites are not static, they are not like a brochure that is printed and distributed. They should be thought of as organic - always growing and changing upon visitor demand. Are your site visitors finding your site via search queries for information on a particular product? Why not expand your web site to accommodate this demand? You should always be analyzing your log files or visitor statistics to see how people found your site, what pages they like best, what keywords they used to find you, how long they stayed and what they did while visiting. Use this information to grow your site and work with your SEO to expand your search engine focus.

8. Don't undo all their good work - Speaking from experience, there is NOTHING more frustrating than a client who makes significant changes to their optimized pages without telling you. I've heard horror stories from other SEOs about clients that agree to everything, let their site be optimized and re-launched and then completely remove the carefully optimized body text or META tags a week later - aarrggh! I won't mention the client of mine who decided to shut down their site for Christmas, removing all pages and optimized content without realizing the impact this would have on their rankings. Search engines are constantly refreshing and indexing your site content. Just because your site is ranking well this month, doesn't mean it will rank that way forever. If you change your site significantly, your SEO's hard work and all your high rankings could be down the drain.


Copyright © 2003 by Kalena Jordan. All rights reserved under U.S. and international law.

About the author
Article by Kalena Jordan, one of the first search engine optimization experts in Australia and New Zealand, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business Web Rank, Kalena manages Search Engine College, an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects.

Latest articles

» Change your mind about an eBay bid?
We have all made choices in life that two seconds later we know we should take back. Especially when there is money involved this can become a problem.

» A simple way to create 7 effective autoresponder messages
Email is the Net's most powerful marketing tool. And autoresponders are the best idea yet for marketing with email.

» 7 ways to drive laser-targeted traffic to your website
Getting people who matter to see one’s website is a difficult undertaking if he tries to consider the fact that there are rivals everywhere waiting to pin him down.

» Website valuation: Why standard website pricing methods will emerge
The market of buying and selling developed websites is becoming more and more liquid each day.

» One way links are better than reciprocal links
You probably know by now that where your website ranks in the search engine rankings dramatically affects how many visitors you have to your site. Did you also know that you can change where your site is ranked by being proactive and getting as many one way links to your site as possible?

» How to make visitors stay at your website
The very first thing which you should provide the visitors with is some free interesting reading material.

» How to make your visitors click your ads
Here is a simple solution; Convert your banner advertisement to look like a text advertisement!

» Offline advertising should be a part of your online strategy
Day by day, online business has become more & more complicated and competitive.

» How to sell traffic
Selling the traffic arriving at your site is a good method to increase profits from your portal.

» Make money from online auctions
Online auctions have the best benefit of a vast platform. Your product is viewed by loads of people & hence there is more possibility of finding a suitable bidder.

» Groupware explained in easy terms
Groupware is a term used frequently to describe collaborative software. Groupware is application software that integrates work on a single project by several concurrent users at separated random workstations.

» Timely back up can save you from disasters
Few things which people often back up are e-mail addresses, bank records, photographs, personal records, software’s, music etc.

» Why should one go for autoresponders
Autoresponders are programs which get automatically executed in particular situations.

» Become your own boss - Start your own online business today
A survey conducted by SBA states that two third of new business survives at least two year and about forty four percent survives at least four year.

» Express your thoughts - Creating your own blog!
What exactly is a blog? Technically speaking it is a journal or a newsletter which is regularly updated and can be used by any one.

» Pop-up ads - To be or not to be?
According to a study conducted by the Bunnyfoot University, “The Efficacy of Pop-ups and the Resulting Effect on Brands” Internet users feel harangues and harassed by pop-up ads.

» Why content is king on the Internet
The advantages that Internet holds over the rest of the other communication mediums should not wasted because of the inability to find a comprehensive plan that will bind all these faculties together.

» 10 niche marketing tips
In our increasingly driven consumer economies, the average customer is bombarded by choices. With increased saturation of the market, companies look towards niche marketing to search new, ever-evolving and sophisticated consumers.

» Using free traffic exchange
These days internet has emerged as both, a market and hub for marketing. Unlike the ‘brick and mortar’ world where large manufacturers manage to squeeze out the market bases of smaller companies, the internet provides haven like the free traffic exchange.

» Ten ways to drive traffic to your website
Developing a web site and then letting it grow is like planting a tree and then nurturing it.

» Marketing through keyword articles
One of the most effective tools of Internet marketing is the use of keyword articles.

» Want to make money online? Market a service to businesses
Don walked across the street from his house to mine to announce he had finally retired. "But I'm not ready for the golf course," he said. "I want to make a living on the Internet. What can I sell?"

» Web site design mistakes - Database parameters in URLs
Creating a web site takes thought, planning and execution. Unfortunately, many designs are dead in the water before they are even published as far as search engine optimization is concerned. Whatever you do, avoid these critical mistakes.

» Alexa Toolbar - The ultimate internet tool
There are numerous tools available on the Internet to assist online businesses. A valuable tool that you should use is the Alexa Toolbar. Even better, this tool is free.

» Web site design mistakes
Some wise human once said "Learn from the mistakes of others. There isn't nearly enough time to make them all yourself." Hence this article. Here are five of the most annoying and common web design mistakes.

» Abandonment - Why visitors don't turn into customers
Every good Internet business understands the value of conversions versus hits received. Far too often, businesses become fixated on the hits they are receiving instead of monitoring their hit to sale conversion rate.

» Creative search engine optimization - A case study
Search engine optimization this and search engine optimization that. You read and hear about it all day, but what about your site?


Tools & services to enhance your online business

» Site Build It!
Over 100,000 small businesses of all kinds outperform larger, well-financed competitors. Read about this all-in-one site-building-hosting-marketing system of tools that delivers results.

» Secrets To Their Success
Take a private tour of two "Mom & Pop" web sites every month that earn $100,000+ a year... and discover the exact step-by-step strategies they have personally used to generate these massive profits.