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Search Engine Optimization Philosophy
This is arguably the most critical factor when deciding which company to work with to improve your
online business or brand identity. Employing a search engine marketing or placement company
that only utilizes ethical search engine optimization techniques or "white hat" methods will ensure
that you minimize the potential risk of being dropped, removed, penalized, deleted, or banished
from the search engines. Nobody enjoys waking up glassy eyed to the unfortunate reality of being
"Google sacked" for breaking or bending the search engines' implicit rules or explicit terms of
service.
Search Engine Optimization Methodology / Specific Expertise
Can your expert SEO Company only optimize static websites constructed in basic HTML? An
upstanding SEO company will have experience working with websites in all the common
programming languages and technologies, PHP, ASP, ASPX, HTML, Cold Fusion, Flash etc.
Does your SEO Company have experience optimizing both static and dynamic websites? Can
your SEO Company optimize using various e-commerce packages and interfaces such as
Monster Commerce, Yahoo Stores, OS Commerce, Storefront.net, Volusion?
Depth Of Optimization / Piecemeal Services
The most basic search engine optimization companies around don't actually perform search
engine optimization at all- they are merely submission services which either manually or
automatically submit your site to various search engines or directories. Submission companies are
typically very inexpensive since no actual coding, linking, or content development takes place on
your actual website. Typical pricing runs around $19.95 to $399 per month for these submission
type services.
A mid level optimization company gets their hands more firmly on the marketing handle by editing
code, analyzing keywords, building links, and adjusting / writing fresh content for your site. They
also may do a pinch of off-site optimization, such as press releases, article submissions, and blog
writing. Typically, firms of this middle level range charge between $399 and $850 per month.
The highest level search engine placement firm performs the duties described for mid level
optimization companies, but also is responsible for conversion tracking and analysis. The
emphasis on off-site optimization is also much greater and time consuming. This means that high
level optimization firms are essentially responsible for discovering what is working and what is not
working throughout the entire customer experience - from initial search through conversion. More

2. man hours per month also means a higher fee that search engine firms must charge to cover their
costs. The usual pricing range for these firms' are $850.00 all the way up to $10,000 per month,
but on average, you'll be looking at fees above the $1,000 a month range.
A piecemeal marketing company is one that treats various parts of an optimization campaign as
separate entities. For example, an optimization company may charge distinct fees only for "linking"
or "content construction." This piecemeal approach can be detrimental. Successful optimization is
the synergy of multiple efforts on multiple fronts, sometimes simultaneous, and sometimes in
succession. Piecing together different aspects of an optimization campaign typically reaps poorer
results than a comprehensive strategy.
System Of Evaluation / Reporting
The majority of search engine optimization companies cringe at the thought of empowering their
clients to evaluate their work. An ethical search engine optimization company does the opposite.
There are four tools we recommend using in tandem to evaluate a search engine optimization
company's work / performance.
1.Real Time Statistics / Conversion Analysis Software
Being able to see traffic gains and conversions in real time can be a useful window in evaluating
how your SEO Firm is performing. Having the ability to see who is coming to your site, from what
search engines they are coming from, and the exact keyword phrase used within the search query
is an essential tool.
2.Positioning or Visibility Reports
Being emailed bi-weekly positioning reports on the specific keywords that you are interested in
ranking highly for can be incredibly useful. A visibility percentage, which is the percentage of
people that are finding you for keywords that are important for your business - on the Major
Search Engines - Google, Yahoo, AOL, and MSN is also important. Make sure your firm doesn't
overdue the automated search engine queries however, the search engines may consider this
spamming their databases.
3.Alexa Rating:
You can download the Alexa Toolbar right now from alexa.com. This gives you a solid summary
of the general traffic trend over the last three months for your website when compared to other
existing sites. If you have a brand new website, odds are you will not even have an alexa rating or
visible data at all. The alexa rating also shows you, in general terms, how your website stacks up-
traffic wise- in comparison to your competitors or industry affiliates. The lower your alexa rating the
more traffic your site is generating when compared to other sites in the alexa universe. Please
note, if your site has an alexa rating of "1" this doesn't mean you are the most visited site on the
internet- it most likely means you are operating a Yahoo Store- in such a case, it is identifying
Yahoo's overall traffic, and not your individual site. A general tool like this can give you a quick
overall impression of traffic growth and trends. Be careful though, the numbers are generalities
(similar to the television Nielsen Ratings) and not absolute figures.

3. 4.Google PageRank
You can download the Google Toolbar right now by going to google.toolbar.com. Click on the
options tab and check off the "display PageRank" measure. You will be able to see how Google is
rating the importance of your site on a scale of 0-10. As an optimization company proceeds with
your campaign you can check periodically to see how the number is increasing. The typical
website might see a PageRank increase of one to two points over the course of an optimization
campaign. Keep in mind that it is easier to increase your PageRank at the lower ends of the
spectrum. As you approach higher PageRanks it becomes more difficult for your rating to balloon.
Due Diligence: Corporate Goals / Industry And Keyword Research
How does the SEO Company you are considering perform its up front legwork regarding your
organization, industry and corporate goals? Do they ask questions about:
What your corporate goals (both short and long term) are, your industry, your competition. What
keywords are currently working for you? What PPC (Pay Per Click) words are currently effective?
What PPC engines (Adwords, Overture, MSN/Live) are currently effective? How your site is
designed? Is your site dynamic or static?
What tools does your SEO Firm employ to perform its keyword research?
How about Wordtracker, WebCEO, or Keyword Elite? What about the basic Overture keyword
suggestion tool or the generic Google keyword suggestion tool supplied by Adwords. Do they
utilize a combination of the basic tools? What about proprietary keyword analysis methodology?
Do they have dedicated tools that have been developed in-house, or by a third party?
Client to Account Manager Ratio
Not many SEO companies like to publicize their client to account manager ratio. This is the ratio
representing the number of clients that each account manager handles at any given time. The
lower the amount of clients each account manager assists, odds are the better the service and the
higher the level of personal attention. We recommend that a search engine optimization account
manager supports less than thirty clients at any given time.
Man-Hours Per Month
The number of man hours per month your SEO production department actually dedicates to your
business is crucial. It is more than smart to ask for a monthly time allotment estimate before
beginning an optimization campaign. What you expect to receive and what is actually delivered
should be right in line.
Company Structure and Size
Does your SEO Company consist of a laptop computer with your account manager working out of
his basement sitting beside a salivating golden retriever? Is your SEO company a bureaucratic
nightmare that forces you to fill out trouble tickets when you need help on the spot?

4. Your ethical search engine optimization company should be somewhere within the sweet spot of
not too small and not too large. You want individual attention, but you would also like to know
there is more than one mind, calculating your next business moves.
Management
Does your ethical search engine optimization company have a solid management team? Do they
have a management team at all? Are the firms you are considering privately held or publicly
traded? Is the owner of the optimization company an absentee landlord or an active member of
the SEO community? It is not out of the question to ask for the curriculum vitae or resume of the
powers that be, in fact, it makes perfect sense if you are entrusting this company with not only
your business but your livelihood. After all, SEO practitioners have no board certification that you
can rely upon to check their track record.
Reputation / Importance
Has your SEO Company received multiple complaints via the Better Business Bureau? Check the
better business bureau reports and see if there are unresolved complaints. From time to time
clients may file complaints, but we believe it is the timely handling of these inquiries which are
even more important when considering an optimization company to work with.
Past Results / Company SEO Rankings
Every SEO Company should have detailed reports regarding past client successes. The reports
should include specifics as to optimization goals and timelines. Reporting on past clients should
also focus within and between multiple industries. You should always be aware of a base point -
where a particular client started out prior to the optimization company commencing an SEO
campaign. Is the SEO firm itself performing poorly in the search engines? A low Google PageRank
(below a 5) may be an indication your SEO firm hasn't been around for as long as one might like.
References / Company Shelf Life
Every SEO company should have solid references across industries and fields in both business to
consumer industries as well as business to business arenas. References should stem from not
only the past six months, but should originate from years prior to your introduction with the
company. If your SEO firm performs quality work, clients should be around for years to sing their
praises.
Costs / Pricing Structure / Up front Fees
Costs should be consistent with the service that the company is offering- a la the "Consistent
Value Proposition" taught at Yale School of Management. A $49.00 a month campaign run by a
credit card company that does not specialize in search engine optimization might not be the
optimal choice for an in depth or high level optimization campaign. An SEO company should also
only offer costing after they have a clear understanding of your business, goals, and the work
involved. Blanketed cost structures can lead to frustration, unrealized expectations, and ultimately
failure. Also be concerned if your optimization firm demands a full six month payment up front in
order to simply "get started."

5. The ideal optimization company charges an up front fee and monthly recurring fee which is
commensurate with the services that are actually being performed. A high quality optimization firm
that works on your site utilizing 30-60 man-hours per month cannot possibly charge a $49.00
every thirty days to perform its services.
Redundancy
A nasty case of the bird flu hits your unsuspecting account manager right where it counts! Does
your optimization company have the ability to smoothly transition the current state of your
campaign to another qualified optimization expert? Every SEO company should have a system in
place where knowledge about existing accounts can be easily disseminated from one individual to
the next. If there does happen to be a catastrophe regarding your account manager, you should
feel comfortable that your business continues to prosper regardless of the circumstances.
Quality Control
Every SEO company should have someone overseeing your account manager to ensure that
every last "i" is dotted and every last "t" is crossed. Your account manager should be responsible
for the success of your campaign, but an extra set of eyes can occasionally be needed to add one
more factor weighing in on your side of success.
Promises / Results Timeline
We've heard SEO companies promise first page listings in Google for competitive phrases within
48-Hours. If your SEO sales representative is overzealous and unrealistic, it should be a sign that
this is most likely a company to steer away from. Gaining search engine listings can be a hard
fought, time intensive battle that comes from both diligent work and intelligent planning.
Production Staff Quality
Production staff should be divided between account managers and specialized production
technicians. Account managers are the hub of an optimization campaign direction and
implementation. Account managers should be able to perform all of the actual coding, linking, and
content construction for each client. As an optimization campaign progresses and increases in
complexity, they should be able to call upon their support staff or production department to
complete specialized work orders for each client. The more specialized each member of the
production department, the more efficient they will be at completing their work (thank Henry Ford
for this).
Location / Proximity
When you call your account manager or SEO company do you listen to a curious two beeps
before being connected to an individual working without air conditioning overseas? Not a good
sign. It is imperative that you hire a search engine placement firm whose sales force works in
tandem with its production department. There should be no disparity between what you were sold
and what was actually delivered. The SEO guru working on your account should be able to
understand your business, industry, and company goals quickly, without any overseas static

6. jamming up communications.
Brian Ortiz is the CEO of SEOMatrix: Ethical Search Engine Optimization. He has been
specializing in search engine marketing and most notably conversion analysis for both national
and international clients for over five years. SEOMatrix is a Connecticut search engine
optimization company. To receive a free optimization or conversion rate analysis for your website
sign up for our matrix report.
Article Source:
http://EzineArticles.com/?expert=Brian_Ortiz
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SEO Link Monster Automated Link Building And Google Ranking System. Check this out....!!!
http://tinyurl.com/6tjeee2
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