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Website Optimization: The Fundamentals
Natural search engine placement has long been regarded as the key to online success and for good reason. It is highly targeted.
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 ![]() 1. Google Rules. As far as natural search inquiries are concerned, Google and Google dependent search engines still dominate the virtual landscape. Including meta engines and crawlers, Google drives search results on 17 of the top 30 search engines, Yahoo 13.
2. Placement is Uncertain. When it comes to obtaining top Google placement (rankings), there are no guarantees.
3. Never Ending. Placement (rankings) are in a constant state of flux which makes website optimization an ongoing process and, therefore, an ongoing expense.
 4. Relative Cost. While the cost of search engine optimization (SEO) is high when it comes to competitive keyword phrases. The cost to get a website optimized for less popular phrases may turn out to be a waste of money because it can take years to generate enough traffic and sales to recover the expense.
 5. Demand May Be Grossly Exaggerated. The reported number of searches on Google for any given keyword phrase and, therefore, the number of business prospects can be misleading. Wordtracker estimates that 70%-80% of all search inquiries come from webmasters, web designers, website owners, and sponsored advertisers checking the status of their current ranki ngs and placement.
6. Complicated Process. A successful SEO campaign, unless a site is being optimized for relatively insignificant keyword phrases, involves a great deal more than a simple refinement of html tags and content.
8. Time Consuming. Depending on the age of the site and the competitiveness of the targeted keyword phrase, it can take months to fulfill its stated purpose. Again, especially when it comes to highly competitive keyword phrases, placement isn’t permanent so the optimization game plan has to be frequently retooled.
9. Placement Isn’t Enough. Ultimate success isn’t driven by the number of visits to a site but by the number of sales those visits generate. Top search engine placement can’t make up for a lack of visual appeal, marginal content, poor navigational design, or noncompetitive pricing.
 9. Fraud. Like every other industry SEO has its scoundrels so one is well advised to perform a little due diligence.
 10. Value. Only 13% of the Fortune 100 think it’s important enough to fully optimize their websites.
Summary: While website SEO can be very effective, it can be very costly and time consuming especially when it comes to highly competitive keyword phrases.
What about pay per click advertising?
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