What is Search Engine Optimization?
You need to optimize your website and involve the internet community to build an online reputation as a valued resource for your products and/or services. The result is higher rankings and more traffic from search engines like Google or Bing. This practice is referred to as Search Engine Optimization, or SEO.
An Analogy for Web Marketing
To help illustrate the fundamental ideas behind the two parts of web marketing, think of a billboard on a highway. The billboard is your website. It should be easy to understand, informative, attractive and persuasive. It should be a representation of your capabilities, your value, and what differentiates you from your competition. The highway your billboard is placed on is a direct result of your SEO practices. Poor SEO practices will result in your billboard being placed on a highway travelled by the wrong clientele. The online traffic that sees your billboard really has no interest in what you offer. Very poor SEO practices will place your billboard on a dirt road. You have little, to no, traffic viewing your billboard. With proper, strategic SEO practices and website optimization, your informative and persuasive billboard will be placed on a highway that has a high traffic count of your target customers. This results in a higher number of target customers that find your business.
Good vs. Bad SEO Practices
There are a number of ways that online marketing businesses can increase your visibility in search engine results, and ultimately increase the traffic to your website. In the industry, we refer to the effective, proven, long-term strategies as White Hat SEO. Unfortunately, many marketing firms practice what we call Black Hat SEO. Black Hat SEO practices will sometimes result in a fast rise in search engine rankings and traffic to your website, but will eventually hurt your business in the long-run. Search engines will penalize you in rankings for using Black Hat practices. Many times they will remove your website entirely. As examples, BMW of Germany and Ricoh were both removed from Google for using deceptive SEO practices. They eventually corrected their mistakes, apologized publicly, and were restored to the Google Search Engine.
How Do You Spot Firms That Practice "Black Hat" SEO?
1. Don’t trust online reviews, good or bad. Many competing firms will bad-mouth their competition falsely online. On the flip side, employees will falsely state good opinions of their own firm, passing off as a satisfied client.
2. They promise fast, positive results in search engine rankings.
3. They primarily focus on links when you ask for information on their SEO strategy.
4. Beware of a firm that has a set charge for their services with no real obligation on their part to furnish results.
Why is Selwyn Different?
We recognize the need for a web-marketing provider to become a partner with your business by helping you achieve your goals. We differentiate ourselves from our competitors by implementing a pay-for-performance system to our web marketing. We are only successful if you are successful. Our revenue stream is directly related to your success in attracting new business through your online presence.