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Search Engine Articles
Letting Your Search Engine
Optimization Expert Do Their Job
by Jill Whalen (The Web Whiz)
Written August 2000 - Updated May 2002
I just don't get it. Why do some companies pay lots of money to have an expert
do a job for them and then not let them do it?
Before I sign on the dotted line with any new search engine optimization client,
I always make sure they understand that the visible text copy on their current
Web site will *have to* change in order to achieve maximum success.
That's right, the visible text copy...the stuff that people see and read when
they visit your site.
Can't You Just Change the Meta Tags?
"What?" they often ask incredulously. "Can't you just change the Meta tags?"
"What if we make the new copy invisible?" "My nephew told me that there are ways
to do all this in the background."
Isn't There Any Other Way?
Sure, there may be other ways, but like any successful professional, I use
methods that have been proven to work for me: adding professionally written,
keyword-rich marketing copy to the important pages of the site and optimizing
them accordingly. This SEO method worked for me back in 1995, and it continues
to work in 2002. Judging from the amount of email I receive from my long-time
readers, it works for them also!
Why Do Search Engines Exist?
Think about it for a moment: search engines exist to guide people to pages that
are relevant to their searches. What could be more relevant than a page that
"discusses" the very keywords the person is looking for?
Once I explain it like that to potential clients, most will agree that perhaps
their fancy Flash splash page should be moved off their front page. The bulk of
them also agree that perhaps a rewrite of their copy with keyword phrases in
mind is actually a good idea. And very often, once they see that the new
keyword-rich copy not only helps them get high search engine rankings, but also
enhances their visitors' experience, they are very happy campers.
There's One in Every Crowd
Unfortunately, every now and then I run across one of *those* clients. You know
the type. They appear to "get it" and happily go along with all the necessary
site changes. They participate in the copywriting, they make suggestions and
edits and they even comment on how great their site is turning out. Everything
is 100% perfect and you know that it's only a matter of time before the rankings
will be pouring in.
UNTIL...
A few weeks later, a look at the client's site shows that all of the new text
you worked so hard to create is gone! All that remains of your carefully crafted
optimization are the Title and Meta tags. Even Alt tags were not spared the
delete key!
If you think this could never happen, think again! Unfortunately, this happens
to SEO consultants all the time.
Brainwashed By Meta Tag Hype
I've never quite figured out why some clients ask for help and then don't follow
through with it. One theory I have is that because so much is written about Meta
tags and the like, there are still a lot of people who have been brainwashed
into believing that Meta tags are the be-all, end-all to high rankings.
Perhaps these clients are simply looking for some professionally created Meta
tags, and just go along with text changes to get what they want. If so, the
joke's on them because they'll soon find out that their Meta tags were created
for their site based solely upon the keyword-rich copy. The two must go hand in
hand; without the matching copy, the tags will be useless. (Which is also why
stealing a high-ranking page's Meta tags will rarely do any good.)
SEOs: Spell it Out in Your Contract
You can't stop rogue clients from changing their site against your best advice.
However, you can protect yourself and your company by having a smart contract at
the outset.
If you're an SEO doing work for clients' sites, be sure to clearly state the
changes you will be making to their site in your contract, before any work has
begun. If you don't have a contract, get one now! Specifically state that the
client must not change or delete the new copy and HTML coding for at least three
months. If they sign up for continued monitoring services, ask to review any
copy or design changes to ensure that they won't affect the search engine
rankings. If you really want to cover yourself, specifically state that you take
no responsibility for the rankings if they change the pages without your
knowledge and approval.
Clients: Trust Your SEO!
If you're going to hire an expert to do something for you, whether it be search
engine optimization or building a house, you've got to trust them to do their
job correctly. Professionals do not make specific recommendations just for the
heck of it. They have tried-and-true methods that they know will work. If you
hire someone who has a good reputation and track record, then put your faith in
him or her. If you have any inkling that your SEO is not trustworthy, look for a
new SEO. Best results are always obtained when there is good communication
between all parties. Once you've found an expert you can trust and are satisfied
that their methods are in the best interest of your site, then whatever you do,
don't sabotage their best efforts! Your SEO wants high rankings for your site as
much as you do. Give them enough latitude to obtain them for you!
Contact Jill Whalen by e-mail at jill@highrankings.com, or by phone at
508-309-3037.
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Jill Whalen of High Rankings is an internationally recognized
search engine optimization consultant
and editor of the free weekly High Rankings Advisor
search engine marketing
newsletter
She specializes in search engine optimization, SEO consultations and seminars.
Jill's handbook, "The
Nitty-gritty of Writing for the Search Engines" teaches business owners how
and where to place relevant keyword phrases on their Web sites so that they make
sense to users and gain high rankings in the major search engines.
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