This is a good place to stop focusing on the term Search Engine Optimization and to start talking about Internet Marketing. Search Engine Optimization is only one aspect of effectively selling your product or service on the Internet. Your success hinges on the cooperation of people from many disciplines. One of the primary reasons efforts to improve Internet sales fail is because of a lack of cooperation from management deciding what they want to tell the customer rather than concentrating on answering a customer's question or solving a customer's problem. And if you're lucky enough to have a potential customer visit your website you literally have a few seconds to get his interest or the customer clicks ways.
While all pages are important, search engines place the most importance on the home page. The home page is valuable real estate. Every discipline in the company competes for this tiny space. It's even worse because most people will not scroll until they become interested. So you have the space above the fold (or what you can immediately see when you lad on the page) to play with.
No matter how honed the consultants people skills may be there is a high probability that a honest Internet marketing consultant will get everybody upset. That's why success stories are few and far between. To understand the problem let's begin by stepping on everybody's toes...
The CEO or owner must realize that few if any people care about the company's history, it's corporate creed, or the background of the officers. If you have a prospect truly interested in your product or service having this information on another subordinate page is great stuff... but not on the home page. Another tough pill for many owners to swallow is that in most cases the company name is a low priority item for presentation on your home page.
Most companies are run by people who are impatient..."I spent the money... I want results now!" Well now I'll take a moment a talk specifically about Search Engine Optimization because this requires patience. There is only so much you can do with what's called on page optimization. Many of the external factors search engines use to rank your pages are a function of time pure and simple. There are some things you can do to expedite those external factors. But you will require patience.
Marketing will often want to see a design that parallels the same style of effective marketing copy he or she has produced for printed or radio/TV distribution for years. Marketing copy for the web is completely different. Both marketing and the CEO/owner often want to use industry jargon to talk about their product. In most cases this is a mistake. Your write web copy like you pray using the words the person receiving the message uses and wants to hear.
Web designers pour their hearts and souls into their websites and protect it as a mother bear protects its cub. No outsider is going to tell them that things have to change and the resistance can be absolutely incredible.
Usually the bigger the company the bigger the people problems...
Usually the bigger the company, the bigger the egos, the harder it is to institute new ideas. It is often impossible to manage people in large organizations to pull together to be successful. But knowing this fact can be a major strategic opportunity for smaller, entrepreneurial companies.
I sign a non-compete agreement designating that I will not sell any products or services sold on my client's site.
I sign an agreement stating that I will not accept competing clients. Some web marketing consultants boast that they are experts in a particular industry and that's a good thing if it's local SEO they're not representing competing companies in the same locality. But what if it's National SEO? Think about it. You would be getting paid by two or more people to accomplish exactly the same goal. How do you ethically reconcile it if you're more successful with one client than another? In my mind you can't because you violate you fiduciary obligation with the more successful client if you share the tactic and violate your fiduciary obligation to other clients if you don't share it.
I ask my clients to sign a non-compete agreement that they will not sell any product or service sold on my stores.
I bill once a month with payment due upon receipt. I accept cash, all major credit cards and PayPal.
I provide a detailed explanation work performed by date.
No Risk Full Cash Back Customer Satisfaction Guarantee.
I DO NOT SHARE OR SELL ANY INFORMATION.
I will sign whatever non-disclosure or non-compete agreements required.
Payment can be made by Check or Money Order for anyone not wanting to use their credit card under any circumstances over the Internet.
I will not constantly badger you with annoying junk emails.