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Search Engine Optimization – Pros & Cons

Search Engine Optimization

A first page natural search listing is the holy grail of internet marketing. Search Engine Optimization services can equal huge amounts of site traffic, which lead to more business. Finding the right keywords that send people to your page is paramount. Once you rank for a keyword term, you’ll most likely stay there for years.

How SEO Benefits Your Business

We have a client that has been on the first page with 5 keywords for the last 6 years. We haven’t actively worked on ranking him for those terms in 2-3 years and they still drive a good percentage of his site traffic.

Traffic feeds traffic and your online presence keeps benefiting.

Voila! It doesn’t take magic, but it does a good deal of work, creativity, and the right content.

What is SEO?

SEO is short for Search Engine Optimization. That’s a fancy term for “get your business on the first page of the search engines”.

How SEO Works

Search engines like Google, Yahoo, Bing, etc. use fancy mathematical equations called algorithms to crawl through the web and find your business. Once they find you, they analyze the content on your page, so they can help others find it when certain “keywords” are entered.

If your page is not “optimized”, if it’s not giving the search engines the information they need, then your site is seen as irrelevant and you will not to rank well.

Here’s an example:

You own a brick and mortar store which sells computers. You call your store, “Joe’s Store”. You buy business cards, banners and signage, which all promote, “Joe’s Store”. You list “Joe’s Store” in the phone book and join the Chamber of Commerce, all under “Joe’s Store”.

You hold a grand opening and the Chamber comes to do a ribbon cutting ceremony for you.

Everyone who comes to support your ribbon cutting at the Chamber event needs to ask, “What do you sell, Joe?”

People who ride buy your store, see what? “Joe’s Store”.

What’s in Joe’s store and what does he sell?

Intrigue may get some random foot traffic, but not what you want as a business owner.

SEO solves this problem on your website. It tells Google, Yahoo, Bing, etc., what your website is about. It helps those search engines index your page, so when people ask the search engines a question or type in a specific query, i.e. “keyword”, YOUR website pops up.

Optimizing your site for search engines is the same as telling people your store, “Joe’s Store” is “Joe’s Computer Store” on your business cards, letterhead, signage and banners.

SEO on your website is the equivalent of telling people, “My name is Joe. I own Joe’s computer store. I sell quality computers from brands X, Y, and Z and I sell them at competitive prices. Some as little as $199.”

SEO tells your story and puts that story in front of as many people as possible, via the search engines when people, in the above example, are searching for “computers”, “affordable computers”, “quality computers”, etc.

Pros of Search Engine Optimization:

  • Once you rank on the first page you'll most likely stay there for years
  • Your ROI is always improving, even without continued investment
  • Most people feel the most relevant results are those in natural search not the paid listings
  • Potential for tons of traffic and national/international visibility
  • Bragging rights! “I’m number one!”

Cons  of Search Engine Optimization:

  • Not cheap. Our SEO services start at $500 per month
  • It takes time to get results - Often 6-12 months


Google and other search engines are always changing how they rank sites, so unless you’re very careful, which we are, about using tactics which are safe, you could lose your rank overnight.

There are a lot of snake oil salesman out there. NEVER trust anyone that guarantees you’ll rank on Google, unless they are Google!

Also, be cautious of people that will get you on the first page overnight. There are ways to do this, but 99% of the time they are against the rules and you could end up getting blacklisted from all search engines or they are ranking you for terms that no one searches with.

Remember what your mother told you as a kid, “If it’s too good to be true.......”

Time To Rank Banner

SEO Services in Action

Picking the right keywords is, for lack of a better word, KEY! Depending on your goals and budget, it's often best to find keywords with a balance of enough search traffic to justify the expense. Those that are very competitive will take years to rank for.

For example, if you are personal injury attorney it's probably better to focus on something specific like "dog bite attorney" instead of "attorney".

Think about the way you search. When you’re searching for a product or service that you know you want, you tend to be more specific with the words you use to search for it.

The same is true with your potential customers. Put yourself in their shoes when thinking about how they would search for your business and then build those keywords into your site.

If SEO is done right, your site will benefit tremendously.

If you’d like to have a professional give you a hand, ACU has SEO services that will help your site draw more traffic.

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Austin Coulson

Web Design and Internet Marketing have been passions of Austin’s for many years. While starting out by creating websites for himself, Austin ascertained many of the fundamentals and theory that constitute professional website development. Through networking and word-of-mouth, Austin soon began building and marketing websites for many different businesses and industries.

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