Search Engine Optimization is worth the hassle since inception PDF Print E-mail
Thursday, 08 July 2010 13:59

It is not hard to find SEO relegated to backseat

Strange but true is the fact  that small-to-medium-sized companies often do not feel the need to optimize their site due to a variety of reasons including the lack their fundamental awareness on Search Engine Optimization (SEO).  They happened to realize its importance once the development process of their sites is over, and they have already launched them. Their ability to reap the dividends of a website often falls short of expectation, and they desperately act in despondency for their next right step.

The heart of the matter is that web development firms often integrate SEO into the overall development package under heads such as “search engine submission” or “search marketing”. They do not furnish adequate clarification as to what these heads are all about, nor does the client who is going to get his first ever website developed understand the underlying intricacies.

It is quite notable here that SEO service provided by web development firm inclusive in its overall charges is not comprehensive at all. This is rather complimentary one, and can not stand a comparison with that of stand-alone firms which tend to undertake this venture in its entirety.

Communicate meaningfully with your vendor on SEO tactics employed during web development stage

The ideal time for executing SEO tactics goes simultaneously with web development process. There is no denying the fact that you may be constrained to get your site launched within a set timeframe and within an allocated budget. But making room for more budgetary allocation for effective SEO tactics like on-page optimization, keyword research and link placement, is more than useful. It will definitely save you from undergoing extra pains at a later stage where going for such tactics will be compulsion rather than strategic choice well in advance.

Here is how you should go about SEO tactics during build stage.

  • Discuss with your web development vendor in pretty details as to what SEO tactics they are offering you along with web development process. The ideal tactics you should be eyeing here are basic keyword research, customized title tags and the presence of relevant Meta and ALT tags throughout the website.
  • If your website is having dynamically generated pages (e.g., shopping cart pages), opt for search engine friendly URLs. It will help you in continuation of your SEO tactics you wish to employ henceforth.
  • Don’t forget to ask your vendor to add some SEO components to key pages of your site. Discuss some SEO tags that could be appropriate to serve your purpose for select crucial pages of your site, and get them optimized.
  • This is right time for implementing your short term SEO strategy stating with optimization of your home page and a few key secondary pages, and track the results. Your long term strategy should be to continue to budget for SEO indefinitely. You may hire the expertise of an SEO firm depending on your target audiences and business goals.

Do not panic if you did not put SEO tactics in place during build phase

Your website has already been launched, and you did not take into consideration SEO tactics in development phase. The situation does not warrant crying over the split milk. Don’t panic. The sooner you will put strategy in place, the better it would be for you.

Do not let the situation aggravate, here’s how you go about it at this stage.

  • Start with link building strategy as it can be easily done, and benefits begin to roll in soon enough. Subsequently, you can go for optimizing a couple of pages of your website. This would, in turn, be followed by more in-depth optimization later on.
  • Though you did not build your website with SEO on your mind, it does not mean all the features of your site will necessarily be working against SEO. A closer examination of your website’s characteristics and nature of content will reveal that you do not have to start from scratch. You have just to stretch the extent of SEO friendliness.
  • You are in possession of all the resources to implement SEO tactics. Your web developers, in-house or vendor partner, experienced copywriter, SEO expert, are all you require in terms of human capital. Your willingness is what matters the most, because such personnel are as accessible as they are affordable.
  • More importantly, it usually takes 8-10 months for fresh domains to rank well in Google and other search engines after site launch. This is a great intervening period to formulate and execute all SEO friendly strategies, and learn a lot more about it in order to be benefited on a sustained basis.

What about SEO of existing website? Here’s what to do…

Though it is beneficial to keep in mind SEO tactics since beginning, SEO for existing website is not a distant possibility either. Probably you need hired hands of expertise to bail you out. There are many SEO packages available on the market which encompasses many different components including keyword discovery and research, optimization of the site itself, search engine submission and link placement, ongoing site updates and content creation.

It is not a stage beyond redemption if have not dealt with your SEO concerns. At this stage too, it is worth the investment and time to solicit the service of an agency, consultant or in-house expert in order to push your site on its way to good rankings.

Following are the points worthy of consideration while contemplating to utilize the services of an SEO firm.

  • It is better to finalize an SEO firm which is knowledgeable in URL rewriting if your website is replete with deep content and variables in the URLs.
  • Go for an expert SEO in case your website happens to be in Flash, hidden behind frames or composed mainly of images.
  • If your website does not contain much content, you are probably in need of an SEO copywriter. The content overhaul here will ensure that your website becomes keyword-rich, and gets dished out against a particular search criterion.
  • You have to choose a professional SEO firm matching your needs and priorities with its core expertise.  Once you have made a right selection, you are in for saving your time in the long run.

Strategize early, and stay ahead on learning curve

The sooner you will strive for SEO initiative, the farther you will be on the learning curve. The fact that should be borne in mind is that SEO is an ongoing process. Therefore, your marketing budget should be sliced up to keep it progressing along with other online and offline media planning

Last Updated ( Friday, 26 November 2010 09:59 )

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