The search engine optimization element of Online Marketing can be a great way to get new business from a very large catchment area. It can of course open up your goods or service to the entire technological world but sometimes the processes of optimization suggested by the experts are difficult to incorporate into your site while keeping it’s honesty as a respectable site for a client to read.

There is no doubt that achieving a high Search Engine Placement listing, in particular a page 1 listing will really advance your company – as long as it is designed for online sales or can motivate online enquiries. Page 1 positioning can be attained in a couple of different ways, search engine optimization or pay per click advertising. Pay per click advertising does not change your website in any way, it simply advertises it in the top “paid” section of the search results if you pay the right price for the page 1 listing. With search engine optimization however this is not the case. When this works properly your site will be listed on page 1 (assuming the optimization has been carried out well) in the organic section of the search results, making sure that you receive at least 50% more visits to your site.

The cost comparison between the two varies quite a lot, with pay per click soaking up a lot of budget, whereas optimization can cost around ?15 per keyword on page 1 irrespective of how many visitors that keyword brings in. It does however mean changes to your website and this is where care should be taken. Part of the optimization system involves the coding behind the page and the vast majority of the process is made up of promoting the site in other areas of the internet. These areas do not of course have an impact on what the customer sees when he locates your site. However it is the changes that need to be made to the client visible text that are a cause for concern to some website owners and rightly so if they have not selected well in their SEO Company colleague.

They are often asked to ditch the website completely and start again from the beginning as the website is simply not constructed with optimization in mind. Of course this is unpalatable as a lot of time, effort and money has been ploughed in and a loyal client base has already been established. If not that then some optimization advice insists that the company flood the pages with multitudes of keywords, destroying the flow of the text and in essence turning the customer away.

Neither of these concepts are necessarily good ones and a sound and skilful seo company would consider the investment made in a website, the number of clients it already has and weigh that up against the potential benefits in starting again. In that circumstance the business can make an considered choice about which road to take and if the decision is made to stick with the original site the Website Optimization Company should be able to change their process to that. The second suggestion of filling the text on the website with loads of albeit relevant keywords will work to in some ways. If there are not too many to persuade the search engine into banning the site, then yes, more customers will come. However, if they are put off by the ridiculous nature of the copy they will merely go to a different site.

As long as you choose an seo company who is prepared for long term business with you, both of these pitfalls should be avoided and a sensible compromise reached.

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