Search Engine Optimization is for All Firms

Source: CPA Practice Management Forum

This article defines Search Engine Optimization (SEO) as "the process of making a Web site and its content highly relevant for both search engines and searchers through the use of targeted keywords and phrases." It is different from Search Engine Marketing (SEM). SEM promotes Web sites through paid placement, paid inclusion, and SEO.

SEO should leverage the “high rankings” of your Web site to attract visitors and induce them to a specific action. First you have to decide what action you want from them—getting clients, appointments, requests for proposal, media interviews, etc.

Large firms may hire someone to fill the SEO position. Smaller firms might hire someone who is responsible for such roles as Webmaster, SEO, e-marketing, intranet, databases, etc. SEO experts with less than five years' experience can earn $60,000 to $100,000 thousand a year. Those with five years' experience or more may earn $100,000 to $200,000 thousand.

The SEO function can be outsourced. SEO firms can have great resources such as access to the latest research, trends and methods. Beware firms that use unethical practices (Black Hat techniques) such as:

Link farming: Acquiring inbound links from Web sites that provide no real content or value, other than to increase inbound links.
Hidden text: Incorporating text on a Web page which is visible to search engines, but not visible to human visitors.
Keyword stuffing: The blatant over-use of keywords on a Web page to "fool" search engines.
Doorway pages: Stand-alone pages built for SEO purposes only and not human visitors. They serve as gateways or redirects to main pages.
Mirrored sites: Exact same site existing at two or more URLs or domains.

Here is a chart of SEO consultant charges:

Search Engine Optimization is for All Firms