By Ian M. Bardorf
Search Engine Marketing is one of the most effective tactics to generate leads, help you promote your expertise, reach prospects and stay connected with clients. A good ranking on Google’s results pages is a measurable gateway for new business. Enhancing your website so that it’s listed at or near the top of Google, Yahoo or any other search engine is called Search Engine Optimization (SEO).
But along with the growing focus on search marketing has come a proliferation of agencies that claim they provide Search Engine Optimization. Many of these are website design firms or ad agencies that have simply added “search engine optimization” to their websites and have no in-depth experience. They often over-promise and under-deliver. Even worse, some of them can hurt your business in the long run.
Search engine optimization, if done well, is not a product or a commodity, but a sophisticated process that requires well trained and experienced individuals with up-to-date insight on the business.
In a tight economy, you simply can’t afford to spend valuable resources on an effort that may or may not deliver the results you need. Here are six tactics to avoid when considering SEO.