Client
Expectations of Search engine Optimization
Consultants and Marketers
Search engine optimization consultants
and marketers tread a fine line between the expectations of
clients and what is really possible. I was a search engine
marketing consultant for a period, however, managing client
expectations became too big a part of the process. I explained
what was possible before I was retained but they still did not
understand or modify their expectations. Most are mistakenly
fixated on top positions! They are after instant gratification
not long term results.
Often clients expect search engine
optimization consultants to obtain and maintain top positions
without changing copy, page layout or site architecture. In
essence they feel that a little tweaking in the meta tags,
titles or developing "doorway/hallway pages" ( which
aren't even linked to from any other pages on the site) will cut
it.
They expect top positions at any cost.
They don't really understand some of the things they expect
marketers to do are "inappropriate". Some don't even
care that this may get them de-listed or worse blackballed.
If you have read "Search
Engine Optimization required skills" you know this is
just tying the optimization consultants hands. You are taking
away many of the tools and skills a good search engine
optimization consultant has at their disposal.
You also know that the best strategy is
to retain the consultant from the start of site development rather than
waiting until the site is complete and many of the tools/skills
they have are moot.
What should you expect from a search
engine optimization consultant?
You should expect the following:
- All the items below should be done in
a way that reflects well on your site and does not risk
de-listing or blackballing of the site by search engines.
- The optimization consultant should
develop a keywords list for the site, using resources that
provide information on what queries are used most often by
users, not simply what you have requested, since it's likely that yours
aren't the ones used most.
- Make adjustments to titles and meta
tags using the keywords list and targeting the right pages
for optimization of specific terms (general site analysis).
- Optimization of all known HTML
elements using keywords which add relevancy to a page.
- Proper submission of the site to all
major directories.
- Researching of directories specific to your
topics.
- Tracking of site's status on search engines.
Were all pages indexed?
- Submission to search engine site
reviewers. Besides indexing pages most engines have channels
of some sort and these always provide a boost to relevancy.
Sometimes boosters are obtained on other engines as well as
the one that did the review.
- Your search engine marketer should be
making suggestions for new content which can be more readily
optimized for your most important terms in the keywords list.
- Most sites at some point are
redesigned. Your search engine consultant should have made
suggestions for a more search engine friendly design if
needed.
- A knowledgeable search engine
marketer will provide a list of prospective reciprocal links best suited
to raising relevancy on engines which use link analysis.
As you can see from the list above you
should expect a well thought out and thorough implementation of
a search engine marketing campaign.
In time, this should result in the proper
indexing of your site by all indexing search engines, listings
on all major directories plus any that are specific to your
topic or region, reciprocal links from sites that will add more
relevancy than simple meta tag and copy optimization and more
traffic from sites catering to targeted users who are more
likely to purchase or revisit/bookmark your site.
In my office we have a saying "the
cream always rises to the top". With time, a good search
engine marketing campaign adds a leavening agent and ensures
positions are easily maintained once you are at the top!
Back to buyer Info on search
engine optimization consultants
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