Common sense tips to web optimization

It might not get you where you want to go, but common sense will keep you from where you don’t want to go. We offer these bits of web marketing wisdom for your consideration.

1. The time to find a Search Engine Optimization (SEO) expert is before your site is built, not after it is finished. We understand that 99% of those looking for SEO help now already have a site. See Tip #2.
    
2. Face it. Your SEO will need to make changes to your web site. That’s what they do. An SEO that tells you everything can be handled invisibly “in the code” is counting on you stepping in a cow patty.
    
3. Optimization takes time. Real results won’t happen overnight, thus Tip #1.
    
4. Don’t get tied up trying to rank well on a single, broad keyword. Your site will never be ranked #1 for “lawyer.” Unless you have a niche product or service, the best strategy is diversity.
    
5. Can you read a picture? Search engines can’t—even if it’s a picture of a word. Filling your web site with images and no text will kill your chances of a high ranking.
    
6. Just because you’re ranked number one today, doesn’t mean you will be tomorrow. Rankings vary—sometimes on a minute-by-minute basis. Don’t waste your time continuously checking your listing.
    
7. Using different domain names that all point to the same web site content will not improve your popularity. Not only will this not help, but it may result in your main domain being dropped from some search engines.
    
8. What is the end result? Ranking? Cost? Visitors? No. It’s the number of people doing what you want them to do as a result of your optimization efforts.
    
9. Is someone offering to submit your site to 1,000 or more search engines? Most people can’t name more than a handful. Do you think your potential customers are going to use something besides the ones they’ve heard of? Ask for a list, then tell the scoundrel to go play with a rattlesnake.
    
10. Improper optimization techniques can get your web site banned by a search engine. That’s not a scare tactic—that’s the truth.