Search Engine Optimization

Search engine optimization is a gradual process of testing, measuring, and refining. Once you have optimized your Web site, it can take weeks to months before you start to see an increase in your site’s rankings for the keyword phrases you targeted.

Do not expect a top ranking in Google overnight or even within a few months. Achieving high rankings can take as long as 3 to 6 months. Once your rankings kick in from search engine optimization, it can be extremely rewarding, so it is worth the up front initial investment to do it now and do it right. If you need more immediate results, consider a paid search campaign (pay per click) while you wait for your search engine optimization results to grow.

Finally, search engines algorithms are constantly evolving. As a result, search engine optimization specialists must keep up-to-date on the latest developments in the field and modify their Web site and search engine optimization strategies accordingly.

Some tactics to avoid

Don’t concentrate all your efforts and budget into only one tactic
Becoming prominent online requires a balanced approach. Tactics like optimizing your Web site for popular keywords, sending optimized press releases, and even investing in the pay-per-click advertising packages will have some positive effect when used individually, but are most effective when combined. Remember to vary your tactics and evaluate them periodically to see if changes are needed.

Do not advertise what you cannot deliver
Using keywords on your site that don’t apply to your products or services may generate more traffic, but you generally won’t be able to make a sale from someone who expected to see something that you don’t offer. Your customers may feel deceived, which can lead to poor reviews and merchant rankings. If the deception appears to be intentional, search engines can penalize you by reducing your ranking or blocking your site entirely.

Do not attempt to deceive the search engines
Search engines don’t like sites that are flooded with keywords, use “hidden” text that is the same color as the background, or that automatically re-route traffic from a well-optimized page to another page. The more sophisticated engines can detect practices like these and block offending sites automatically, while other such offenses are often detected during a manual review of a site.