Some Perspectives On Paying For SEO
Here are a few important tips to help you decide the answer to that question:
(1) First, make sure you really do need outside assistance. If you're looking for better SEO placement for relatively unique or so-called "long tail" key words (e.g. "pine street rental condominiums" ) it might be worth trying it yourself before you involve an SEO consultant or SEO firm.
(2) SEO is not rocket-science. Mostly it's monotonous drudgery. So what you pay should not be about hiring "expertise". The SEO effort is more like 90% drudgery, 8% experience, and 2% expertise and you should compensate accordingly.
(3) The value of SEO boils down to "clicks" - preferably clicks that result in a sale conversion. SEO should be measured on the same cost-per-click basis any search-engine-marketing (SEM) or pay-per-click (PPC) campaign would be - i.e. the basis of ROI. If you don't know how many clicks or orders you want, do not engage SEO until you do.
(4) SEO is not static and optimization is competitive. You may be on the first page today but your competitors aren't necessarily going to sit still forever. You could be bumped at any time. So if you're not prepared to maintain an ongoing and strategic SEO effort - no matter what the competition does - then save your money.
(5) Search engine "secrets" are just that - secret. The search engines aren't telling them and anybody that claims to know the secrets is just guessing. It doesn't mean they can't help but it's not as if they have some special advantage. Impossible.
(6) Frankly, from the search engine point-of-view, if your site doesn't have enough useful and relevant content to be on the first page, ethical SEO notwithstanding, eventually it won't be. This is the objective of the search engines and there's little likelihood that the SEO "expert" pitching you is going to out-think Google, Yahoo!, Bing and others in the long run.
Is Doing SEO Yourself An Option?
It's almost always worth taking a first crack at SEO yourself. Often only a little effort can make a significant difference. If you do want to make the effort, invest a few dollars in a do-it-yourself SEO guide and try to adhere to the following minimum suggestions:
(1) focus on keywords that are realistic. You're not likely to get a good placement with a keyword like "real estate" but you might get first page with a keyword like "Hill street real estate";
(2) make sure your keyword is mentioned in the link to your page. Instead of saying "click HERE" make sure the text for the link says something like "for more information about HILL STREET REAL ESTATE";
(3) Make sure your keyword is mentioned in your page title, your keyword list, your page content, bolded page content;
(4) For every keyword you're interested in, make sure you have an appropriate page to focus on it (and that it complies with #1, #2, and #3 above)
(5) Register with search engine webmaster accounts so that you can submit your site to them quickly and efficiently (search for "google webmaster", "bing webmaster", or "yahoo webmaster" to find the details).
Don't Forget Links
Lastly, if you going to make an initial stab yourself, understand that quality links to your site are a vital factor in your ultimate placement. The more the merrier. To get a headstart on building links to your site, do the following:
(1) enroll in all relevant local or regional directories - (search "free directories" to find lists of these); many will be free, some will want nominal fees or backlinks. You decide.
(2) Ensure that any press releases and announcements you make refer to your site and specific pages within it.
(3) Post pages of your site to delicious.com or to digg.com and to similar bookmarking sites.
(4) Ask local friends and business acquaintances if they will exchange links with you.
(5) On the other hand, DO NOT sign up for paid links without the guidance of someone experienced in Internet marketing.
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