Just about every ISP and web hosting company in the world has turned into Search Engine Optimizers (SEO) overnight and they are promoting the Holly Grail of business – top listings on search engines.
Is this even possible?
Since generally there are only 10-15 listings on the first page of a search engine list, while it is possible, it is not probable. There are millions of websites, thousands of competing pages, and now an SEO on every corner exposing your website based on - wait this is the one I like best - unpublished search engine rules that are constantly changing to keep your page from getting top billing unless it is the most relevant for the search based on those unpublished rules.
Search engine companies like Google are constantly changing the rules to keep companies from getting that top bill which equates to free advertising. Think about it, if you are the top spot, just after their paid advertisements what are the chances you will get a hit? Probably close to 99%. If that is the case then why would someone pay to advertise with them just to get listed a couple a head of you?
One of my clients just grabbed the bate and went with an SEO that guaranteed a first page listing on Google. Why not, it was a guarantee. He ended up on page 3. Not bad, but not what was pitched. When he complained that they did not deliver on their guarantee, he was told it would be up to 3 years before he moved up on the list. 3 years? By then the site will have to be redesigned and he will be starting all over.
First of all is a search engine the real answer or just part of the plan?
It is great to get hits based on a search engine but if you are selling a product or service that can be purchased locally then chances are pretty good those hits will only translate into enhancing the viewers knowledge of the industry and pricing. Why would the viewer buy from you? They don’t know you or your company. You have no credibility with them.
Yes - you can get noticed and create sales regardless of your product or industry.
The real answer is to Promote, Promote, Promote. Get recognized as someone who knows the industry, which will provide the drive for people to visit your website and purchase regardless what your product is.
Products do not sell because they are the best, the cheapest, or even the first to market. They sell because they filled a need and the person who purchased them believes they received value from someone they trusted.
I am not discounting that there are ways to get your website noticed and SEO’s can help you accomplish that. Just avoid the hype and do not get duped into believing that unpaid advertising on a search engine is guaranteed to create a drastic shift in revenue. Unless you are in a pay-per-click environment, which most of us are not.
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