As the Internet becomes a valuable marketing tool, many organizations are hiring a search engine optimization company in order to help increase their online exposure. Unfortunately, there are many errors that those same organizations often make that sabotage the efforts of the search engine optimization firm that they have chosen to work with. Unfortunately, many organizations that willingly embrace SEO as a marketing tool also unknowingly sabotage the efforts of the search engine optimization company they have chosen.
It is a common assumption that search engine rankings are determined by a magical formula rooted largely in technology. In reality, long-term search engine rankings are generally achieved through an equal mix of technology and updated website content. An ethical search engine optimization company will usually turn down work when told that under no circumstances can any of the visual elements or content of a site be changed.
The bottom line? That site built entirely in Flash for which you spent $50,000 is not going to achieve high rankings for a variety of phrases without substantial changes that will allow its content to be indexed by the engines. The truth hurts sometimes–but so can the cost of lost opportunities.
A very common and innocent mistake can have disastrous consequences. It generally happens when a webmaster is updating a website, perhaps simply adding a press release or uploading a graphic. Accidentally, the webmaster saves an older version of the site over the new version, removing many of the elements that the search engine optimization company had added to achieve high rankings. This can result in a loss of positions for which the search engine optimization company, of course, is blamed.
Worse yet, since most sites are developed on a “test bed,” damage can be done when the site goes live. Test beds are not intended to be crawled by search engine spiders, and so responsible webmasters include instructions in the site code requesting that spiders not index the site–the Internet equivalent of a “do not disturb” sign. The major search engines dutifully obey this request on the test bed site. They also dutifully obey when these instructions are accidentally transferred over to the live site during an update. As you might imagine, the results from such an oversight are somewhat less than ideal. Once again, the search engine optimization company generally gets the blame.
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Tags: business, home based business, internet business, marketing, online business, Search Engine Optimization, SEO, work from home
