SEO is a great field to be in. You provide tremendous value to your client if you know what you’re doing.
I think this goes without saying, but in any field there are incompetent people who don’t know what they’re doing who charge money for their services and their customers don’t really benefit. There are bad doctors, bad dry cleaners, bad fencers, bad everything. That doesn’t mean that everyone in that field is bad.
Getting a business to appear at the top of search engines is no different. Sure, there are people who are no good at it and will charge people to do their web optimization anyway. There are medical practitioners whom people go to for years and they don’t get any healthier. Sometimes they get worse.
Optimizing a website takes knowledge, skill and effort to do. A lot of people just don’t understand how optimizing a website works and so they think it’s magic or just something that doesn’t work altogether. This is made worse by bad SEO companies who when they can’t get results just say that at the end of the day it’s up to the search engines. They just do what they do and hope for the best. These agencies say this because they don’t know the actual steps to optimize a website properly.
Maybe they got lucky and ranked one website, but they don’t know how they did it. They don’t have a systematic way to repeat their success and so they take on client after client, shooting in the dark and hoping for the best.
SEO is a great way to introduce a new company. For starters, doing good optimization is more than just what you do to a website. It’s about building a brand’s authority. People obsess over changing things on their website itself, but that only has a small effect. There’s a threshold that needs to be met, and then after that you’re wasting your time. If you have your keyword somewhere in the title, and then once or twice in your content, that’s plenty.
Don’t worry about keyword density, h1 tags, and all that other stuff. Just get the basic on page optimization right and you’re done. That won’t rank your website for anything competitive, but then again nothing you change on your website will accomplish that.
If you want to be found in search engines for a term that is actually worth something you’re going to have to do off page optimization. This involves creation social properties and linking them to your site. This also involves getting quality links from other websites. It’s a good idea to get links from the same country as you. If you’re in Rome, Italy, you’ll want to get linked from sites in Italy. Look for a .it extension. If you’re in the US, look for .com, .net, or .org.
You’re building up your authority. You need relevant links coming back to your website.
Say you’re at a party. By the way, I got this example from helmuthampton.com. On page SEO is kind of like your clothes. Yes, you have to wear clothes. And, yes, the clothes have to be nice and be above a certain threshold. But, let’s say you show up in a tuxedo to a casual party. That’s just going to make it look like you are trying way too hard. That’s what it’s like when people stuff their websites with keywords over and over again. They put way to much emphasis on the on page optimization and it’s like wearing a tuxedo to a casual party. It’s not only unnecessary, but it’s going to backfire. It makes you look ridiculous and your social acceptance will go down, no up.
Off page optimization is like what people say about you. If you go in, dressed decently and people there already know you and are talking about you, then that’s going to make you look way better. Yes, clothes matter, but only to a certain extent. You need them to get in the door, but they will only take you so far. It’s the same with on page optimization. You need to do the basics, but after that, your time should be spent on links and getting other people to talk about your website.