Search Engine Optimization (SEO)
Laying the foundation for Long Term online Success!
Most people have many questions about Search Engine Optimization (SEO). What is it?, How does it work?, What does it cost?, etc.
It is difficult to give a simple answer because there are so many aspects, methods and variables of SEO.
Search Engine Optimization is MANY THINGS, and at the same time; EVERYTHING that is done to improve online visibility.
Search Engines; Google, Bing, etc., are the virtual phone books of the information highway (the Internet).
Optimization, according to Merriam Webster Dictionary, is:
“: an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible; specifically: the mathematical procedures (such as finding the maximum of a function) involved in this.”
SEO can be grouped into two categories:
Organic SEO – (aka: Natural SEO) encompasses the On Page and Off Page SEO activities to promote a business’s online visibility for the long term.
This is an ongoing, long term process of developing your business’s online presence over time. Results are governed by RELEVANCE, activity and Overall Internet Presence for the duration of the business. This category of SEO is anchored to a WEBSITE.
Non Organic SEO – (aka: Artificial SEO) – consists of digital marketing options designed to generate rapid results in a short term period of time.
Paid advertising, pay per click campaigns and affiliate marketing efforts generate results for the duration of the budget or campaign. This category of SEO is anchored to a LANDING PAGE.
While both Organic and Non Organic SEO provide independent benefits and results, they are most effective when properly combined and used to complement each other.
Both categories can place your business ‘at the top’ of Google’s search results page. The biggest differences are TIME, MONEY and RESIDUAL ASSETS.
Time to implement, Time to see results,
Money for a short term campaign,
Money as a long term investment,
and the Residual Assets to provide a continued
RETURN ON INVESTMENT.
The cost of Organic vs Non Organic SEO also considers certain variables.
Since Non Organic SEO is focused on a more specific campaign, there are fewer variables to consider with pricing. The cost of Non Organic SEO is based on the ‘allocated budget’ for the campaign plus the amount being charged by the service provider (by project or hourly) for the duration of the campaign. There are no Residual Assets upon completion of the campaign.
Organic SEO pricing considers a broader range of variables. Due to the longer term characteristics and the potential to further develop a positive online presence, Organic SEO requires much more consideration of variables.
- Competition is a variable for both Organic and Non Organic SEO. Organic SEO considers competition as a guideline by which to implement strategic options in an effort to ‘outperform’ competitors. Non Organic SEO considers competition as the contender which must be ‘outbid’ for certain keywords.
- Online presence – Organic SEO considers overall Internet Presence. All information must be accurate and consistent in order to conform to Google best practices for SEO. Fixing a lot of errors may add to the cost. Non Organic SEO is not necessarily concerned with online presence.
- Website design and development is a precursor for Organic SEO. Whether it is an existing or newly designed website, there are quite a few aspects of a website that can affect price (functionality, # of pages, etc).
- Research is strongly recommended when developing an Online Presence strategy. Research is generally included as part of the Non organic SEO package of services. Keyword research is an absolute must for both Organic and Non Organic SEO however; Organic SEO requires a more in depth understanding of the business, its product/service, competition, community and overall reputation in order to be effective.
- Time – the amount of time that is required to research and implement an Organic SEO strategy is longer because it considers so many more aspects of the Internet. Time is needed to implement SEO practices within the website (on page SEO) and some is needed to develop an online presence beyond the website, (Off Page SEO).
The cost of Organic SEO can be per project or hourly and may include a monthly fee to maintain a website or until a Positive Online presence is established. The Long Term Residual Assets are the On Page and Off Page SEO efforts that can be further developed.
How does your business ‘show up’ in search results?