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By Neptune Moon, October 16, 2009 10:48 am

SEO is intimidating. SEO is confusing. SEO is prohibitively expensive. These are all comments I’ve heard from clients, potential clients and people I meet at events and presentations. My answer is always the same – it doesn’t have to be.

Somehow, Search Engine Optimization has gotten a reputation of being part science, part black magic and part crossing your fingers and hoping for the best. Part of the reason for this is probably because there are a lot of people and firms out there who call themselves SEO Experts who, let’s face it, are not. In fact, they know how to perform a few tricks and apply the same tactics to every site they work on. An expert in SEO, this does not make.

So what does qualify as true expertise and how can a non-expert determine if an SEO provider is full of it?

1. Experience counts. I’m not saying that every SEO professional didn’t have to start somewhere, we all did, but you want to work with a provider who has experience with optimization – not just in theory.
2. Results speak. My clients appreciate my expertise, but let’s face it, the proof is in the pudding, so to speak. Can your SEO consultant provide you with real examples of results they have achieved for other clients?
3. Feelings matter. Do you feel comfortable with this person? Do they not only seem to know what they’re doing, but can they explain it to you in plain English? Comfort with your provider is critical.

Choosing an SEO consultant doesn’t have to be hard. In fact, if you find the right provider, it should be one of the easiest business decisions you’ll make.

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By Neptune Moon, October 2, 2009 4:17 pm

It’s been a year since the economy started its free fall – where are your web properties? Have you done anything with them recently or were they among the first to get their funding cut? It is time to take a look at your site, and your marketing plan for that matter, and ask yourself some serious questions:

1. Who is my target market today? Has this answer changed from 1 or more years ago?
2. What are my target customers looking for that I can offer them? Has this answer changed?
3. How am I uniquely positioned to ease the pain of my target customers?
4. What tactics might we use to motivate customers to purchase our product and/or services now?

These are all important questions not just for your web site, but for your business or organization in general. A down economy is an ideal time for bold action – take the bull by the horns and think about how you can optimize your web site and strengthen your business now. Those who do will have put themselves in a position to ride the wave of recovery from the first ripple.

Professional Search Engine Optimization is an investment in your business. Working with a true professional will cost you more than a couple of hundred dollars. But, if done right, SEO can have a tremendous return on investment and bring about serious change in your business outlook.