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The TRUTH ABOUT SEO. Throughout this past year, a week hasn't go by in which I haven't received at least a dozen inquiries about having some Search Engine Optimization [SEO] work done on a website. Everyone wants to be on "Page One Google," or at least somewhere in the running. I've even had clients call to ask about "this marvelous server-software I found" (their words) that would guarantee placement on the search engines... granted it's not only "good placement, it's Number One, Page One!"

I no longer offer extensive SEO as a package deal on sites I design. There's too much that can be misleading about it. True SEO is an ongoing, long-term discipline. It takes involvement and time to make it work. It also takes a willingness of the site-owner to be a part of that involvement. That's not to say I no longer do this type of work. It's just that it's something that I now handle on a strictly separate basis.

The bottom line is that not everyone can be on Page One (Google, Yahoo, MSN, AOL, etc.) It is logistically IMPOSSIBLE. On the other hand, if you are interested in finding out about your ranking, and would like some "tweaking" on your site to improve it, do feel welcomed to email or call. No promises though. Anyone that does guarantee a particular ranking is either playing with words, simply taking your money - or both!

Improved SEO is possible. It is something you should consider simply as a matter of being a site-owner. It is pretty much akin to keeping your car tuned. Not overly necessary, but you'll get more miles for the gallon.

The above was written back in October of 2006, when I first began explaining to clients about Search Engine Optimization. The actual "nature of the beast" has become more robust in the years since. However, the general tone of the article does (still) reflect my personal philosophy on the subject. Any of my clients that have committed to SEO development can attest that we reach the goals we set on. The reality is it never seems enough... only because it is never enough. Like a cool breeze on a hot summer day.

New Milford Web Design SEO usually begins with a review of the existing site ranking, structure and geography. Establishing "where we are" is important. It helps to envision "where we want to be." If a sites keywords are lame, we enhance them. If a site's bounce rate is too high, we look at why that is so and make adjustments. If the reach of the site is limited, it becomes important to see the causes of that and to make appropriate modifications. As a matter of course, I always compare a site to it's competitors.

Whether a client is concerned with local, national or worldwide exposure pretty much determines the strategies of SEO. It is not unlike traditional newsprint advertising. If you are looking to increase sales locally, you advertise in the local newspaper. If you are interested in national exposure, you advertise in a publication that has that type of circulation.

As an example, advertising your dog-walking services "nationally" makes no sense if you are a small independent business with one or two employees. On the other hand, if you are selling personalized dog collars, limiting your SEO strategies to local sales would limit your market-reach.

Finding the right balance for SEO efforts is important. Doing more (attempting to increase your reach) doesn't necessarily offer more in return - a dog walker in Scranton, Pennsylvania just isn't going to gain with inquiries from Wilmington, Delaware. And, expecting more (from a limited SEO strategy) can be frustrating. Highlighting the fact that you will be selling your personalized Dog Collars at a Town Festival in Scranton will not guarantee that someone in Wilmington will realize they could purchase the collars online.

For as much as it is logistics and analytics, effective SEO strategy is (or should be) profoundly based on common-sense and practicality.

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