During the course of browsing through Twitter posts, I ran across a link to a good real world example of SEO (Search Engine Optimization) collateral damage on Optimum 7. Arthur is not alone in receiving these calls, I get them too, and the topic comes up quite often as well when initially talking with clients about new website projects.

There are proper steps to take when designing and putting together a website to ‘optimize’ it for search engines, and these should normally be followed by any competent web designer. They include things like good semantic markup in the code, proper structure and proper use of meta and title tags. The most important step is to have well written, relevant content of course. There are also various other steps that should normally be taken when launching a new website like having a valid sitemap.xml file, search submission, and if appropriate a Google Local listing. Beyond that, the best step is to get as many links back to your website from quality, relevant sites to improve your ranking.

Unfortunately the above is not enough to make sure you get on the first page for as many search terms as you would like. One key factor that is beyond your or anyone’s control is the domain pedigree; i.e. how long it’s been registered. The concept is that the longer a domain has been registered, the more likely it is that it’s not a spammer or fly-by-night operation. To get top listings in Google or Bing takes time and work, and costs significant money, especially if you’re in a crowded market. By far the easiest thing to do when starting out is to launch an Adwords campaign, meaning you simply pay Google to put your ad up. This can also be competitive, again more so if you’re in a crowded market.

However, you will see ads and get spam all the time about ‘guaranteed’ Google rankings - even I get them myself for my own website. My clients also get them and call me about it. The bottom line is this: Logic should tell you that nobody can guarantee what another company will do, especially Google or Bing. I’m going to go out on a limb here and give some straight talk - if somebody is saying they will guarantee a search engine ranking, they are already lying to you. This should be a good indication of how future business dealings with them will work out.

Unfortunately, like with many other dishonest marketing initiatives, these types of Snake Oil salesmen prey on emotions alone, and people either don’t have a good grasp of just how expansive the internet is, how many other websites are vying for those coveted top spots, or the huge budgets used to get there. They want to be there too, and because of this they want to believe that they’ve come across someone with a ‘secret’ or ‘inside information’ on how to get there for a couple of thousand dollars.

Always remember the age old basic advice: If something’s too good to be true, it probably is. This goes double on the internet.