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How Much Is Too Much To Pay For SEO?

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  • Kurt D. Lynn
    A Free-Reprint Article Written by: Kurt D. Lynn Article Title: How Much Is Too Much To Pay For SEO? See TERMS OF REPRINT to the end of the article. Article
    Message 1 of 1 , Aug 3, 2010
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      A Free-Reprint Article Written by: Kurt D. Lynn

      Article Title:
      How Much Is Too Much To Pay For SEO?

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      A practical guide on in determining the value of SEO
      services or doing it yourself.


      Additional Article Information:
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      987 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-08-03 12:00:00

      Written By: Kurt D. Lynn
      Copyright: 2010
      Contact Email: mailto:kurt@...



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      How Much Is Too Much To Pay For SEO?
      Copyright (c) 2010 Kurt D. Lynn
      KLynn Inc
      http://www.klynn.ca/



      How much is too much to pay for SEO? (...or should you try to do
      it yourself first?)

      Yes, Search Engine Optimization (SEO) can be an excellent way of
      getting leads.

      Yes, good SEO can level the playing field between you and
      competitors.

      Yes, you should do some level of SEO.

      ...but how much is too much?

      Too much? Good question.

      You'll find that everybody that uses the word "Internet" is
      going to suggest that you engage in SEO and many will make you an
      offer to do it for you. There's nothing wrong with that as far
      it goes. But what you have to decide is how much you should pay
      for having it done.

      Some Perspectives On Paying For SEO

      Here are a few important tips to help you decide the answer to
      that question:

      (1) First, make sure you really do need outside assistance. If
      you're looking for better SEO placement for relatively unique or
      so-called "long tail" key words (e.g. "pine street rental
      condominiums") it might be worth trying it yourself before you
      involve an SEO consultant or SEO firm.

      (2) SEO is not rocket-science. Mostly it's monotonous drudgery.
      So what you pay should not be about hiring "expertise". The SEO
      effort is more like 90% drudgery, 8% experience, and 2% expertise
      and you should compensate accordingly.

      (3) The value of SEO boils down to "clicks" - preferably clicks
      that result in a sale conversion. SEO should be measured on the
      same cost-per-click basis any search-engine-marketing (SEM) or
      pay-per-click (PPC) campaign would be - i.e. the basis of ROI. If
      you don't know how many clicks or orders you want, do not engage
      SEO until you do.

      (4) SEO is not static and optimization is competitive. You may be
      on the first page today but your competitors aren't necessarily
      going to sit still forever. You could be bumped at any time. So
      if you're not prepared to maintain an ongoing and strategic SEO
      effort - no matter what the competition does - then save your
      money.

      (5) Search engine "secrets" are just that - secret. The search
      engines aren't telling them and anybody that claims to know the
      secrets is just guessing. It doesn't mean they can't help but
      it's not as if they have some special advantage. Impossible.

      (6) Frankly, from the search engine point-of-view, if your site
      doesn't have enough useful and relevant content to be on the
      first page, ethical SEO notwithstanding, eventually it won't be.
      This is the objective of the search engines and there's little
      likelihood that the SEO "expert" pitching you is going to
      out-think Google, Yahoo!, Bing and others in the long run.

      Is Doing SEO Yourself An Option?

      It's almost always worth taking a first crack at SEO yourself.
      Often only a little effort can make a significant difference. If
      you do want to make the effort, invest a few dollars in a
      do-it-yourself SEO guide and try to adhere to the following
      minimum suggestions:

      (1) focus on keywords that are realistic. You're not likely to
      get a good placement with a keyword like "real estate" but you
      might get first page with a keyword like "Hill street real
      estate";

      (2) make sure your keyword is mentioned in the link to your page.
      Instead of saying "click HERE" make sure the text for the link
      says something like "for more information about HILL STREET REAL
      ESTATE";

      (3) Make sure your keyword is mentioned in your page title, your
      keyword list, your page content, bolded page content;

      (4) For every keyword you're interested in, make sure you have
      an appropriate page to focus on it (and that it complies with #1,
      #2, and #3 above)

      (5) Register with search engine webmaster accounts so that you
      can submit your site to them quickly and efficiently (search for
      "google webmaster", "bing webmaster", or "yahoo webmaster"
      to find the details).

      Don't Forget Links

      Lastly, if you going to make an initial stab yourself, understand
      that quality links to your site are a vital factor in your
      ultimate placement. The more the merrier. To get a headstart on
      building links to your site, do the following:

      (1) enroll in all relevant local or regional directories -
      (search "free directories" to find lists of these); many will
      be free, some will want nominal fees or backlinks. You decide.

      (2) Ensure that any press releases and announcements you make
      refer to your site and specific pages within it.

      (3) Post pages of your site to delicious.com or to digg.com and
      to similar bookmarking sites.

      (4) Ask local friends and business acquaintances if they will
      exchange links with you.

      (5) On the other hand, DO NOT sign up for paid links without the
      guidance of someone experienced in Internet marketing.

      Do these things sound particularly difficult? No.

      And well worth taking a stab at by yourself. From there you can
      decide whether to pay for SEO services from a 3rd-party is
      desirable or worth the cost.

      No Matter What You Do...

      You need to think in terms of what kind of return you are going
      to get on your investment. The calculation is simple: Divide the
      total SEO cost (yours or a 3rd-party's) by the number of
      orders/sales you've received as a result of the effort. Then
      compare that cost-per-sale against your margin-per-sale. If you
      have margin left over, you're in the right territory. If you
      don't, you've got a problem.

      The bottom line is that when you talk with any SEO service
      provider, you must think in terms of ROI. Not in terms of
      "secrets" or first pages or top spots, but ROI. (Note: it is
      theoretically possible to be on the 3rd page and still get a
      positive ROI - not likely, but possible) If the ROI doesn't
      work, then search engine optimization may not be for you and
      other Internet marketing methods might yield better results and a
      better ROI.






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      Kurt D. Lynn offers business consulting services
      for growing businesses in the U.S. and Canada. http://www.klynnbusinessconsulting.com/ For more
      information or more articles, check out his blog
      at http://www.klynnbusinessconsulting.com/blog


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