I decided to write this article due to the shear number of clients commenting to me about high pressure and often dishonest sales tactics used by a very large number of search marketing agencies. By far the most common lines “We can get you number 1 on Google” or “We are calling from / on behalf of Google” seems to be thrown around without meaning or consequence these days. Hence I have complied a number of common questions and misconceptions about the search marketing and SEO industry.
But don’t just believe me, who better to trust than Google themselves, who published the following page on their webmaster guidelines.
What Does SEO stand for?
SEO is an acronym for Search Engine Optimisation and is basically the process of refinement of your websites page content to appear at a higher position for specific search keywords.
Will SEO give my site top ranking overnight?
No. Search Engine Optimisation is a long term process taking over 12 – 24 months or even indefinitely. The only search rankings that can be ‘partially’ (I use the term partially as it is not fixed and will fluctuate) guaranteed in a very short period of time are Google Adwords, which appear under sponsored links usually on the right hand side and sometimes at the top of a search page. This type of advertising while instantaneously driving traffic to your website can become very costly, as pricing is based on advertising competition and charged per click to your website and once you stop your ranking will disappear.
How long should SEO take?
Asking this question is like asking how long marketing your business will take. The answer in both cases largely depends on the amount of competition in your target market and how broad or niche your product / service is.
Can search rankings be guaranteed by doing SEO?
No, Google and other search engines are independently controlled, no SEO program can guarantee your site will attain a top position, or to even rank at all. Most professional SEO services work to present your website to Google in the best possible way to increase your rank.
If I click on my website in Google will this achieve better rankings?
No, this is a waste of your time, all modern search engines use, among other factors, incoming links to gauge website popularity, therefore the more times you have another website, social network, online directory or forum post a link to your site, the more popular your website will become in the eyes of search engines.
Should I give up traditional media placements and totally focus online?
Defiantly not. Maintaining a good media mix is a key to your success as many traditional publications are now syndicated online, keeping a presence in this place as well as investing in good PR will ultimately grow your online presence as well.
In summary, anyone looking to invest significant funds into search should be well advised on the long term outcomes of the campaign and remember if it sounds to good to be true, it most probably is.
Should you require more information on Search Marketing or Optimisation please feel free to contact Thomas Marsden for a chat.
12th February 2011 
Shamus Dollin 
