Everyone’s web site should be optimized. That means that your site at a minimum, should have code on each page (not seen by mere mortals) that can be read by the spiders and bots that the various search engines use (Goggle, Bing, Yahoo, etc.) to determine where you will land within the millions of search results for the words or phrases that people might use to find your site. I help our clients in determining the best words, phrases and descriptions they should use for their businesses.

Search engines look to see that the words in your code (meta tags, meta descriptions) actually match the words on the pages of your site. In a perfect world you have different meta information on every page of your web site (this is more expensive, so not every client does this). You also need to have words on every page that match that code (not every client wants words on every page, some want their images to speak for them). This type of optimization is considered Natural Search Optimization (NSO), and while it is not free (someone has to code the information, as well as determine the applicable key words, phrases and descriptions), it is not as expensive as SEO.

Search Engine Optimization (SEO) or paid search is very effective. You pay the various search engines to assure your placement on the front page, and often at the very top of the front page, of their search site. You, of course, pay for this privilege. Every time someone clicks on your link, you pay the search engine (there is no correlation between clicks and sales unfortunately). You can limit your monthly fees by capping what you will pay daily, when you reach your cap, your link ceases to be displayed. That means that you could be the number one link for the first two days of the month and after that your link will not be seen until the next month. While I find paid search is very effective in assuring your placement, it can become expensive depending upon the keywords or phrases you need to use to reach your target demographics.

Paid search does help your NSO, as more people click on your web site, your ranking goes up with the various search engines. In order to do SEO well, you have to monitor your keywords and phrases to see which are working, and which are not. You need to monitor your analytics to determine what is working and adjust accordingly. While SEO can bring instant results (i.e., you are at the top of the page, their is a cost involved), while NSO cost less, it could take months (or longer) to see results.

If your company’s sales are dependent upon being found on the web, SEO is a viable alternative. If your web site is a compliment to your existing marketing NSO might best for your company. Feel free to contact me about how we can help you determine whether SEO or NSO is the best option for your web site.