Search Engine Optimization (SEO) is essentially the practice of altering or creating websites to be more search engine friendly in order to be included in more search results and reflects it as a Higher Ranking. The results are that a website is more visible and receives more hits from potential customers, hopefully resulting in higher sales and ultimately more profits. The question is: How much are companies spending on SEO, is the cake worth the candle?

The rise of a new industry

Search Engine Optimization became such a buzzword that many companies and consultants now offer specialized services that promises great results. These companies usually redesign existing websites making them more accessible for search engines to pick up and can become a costly exercise. According to SEMPO the total spend in 2007 on search engine marketing was $12.2 billion in North America alone and is estimated to grow to $25 billion by 2011. This is an enormous and rapidly growing industry with many specialists, continuously monitoring new trends. They work with keywords ensuring that the searches are more accurate. Most good website designers now design sites with this in mind and existing companies include optimization in there marketing plan.

Search Engine Optimization as part of a marketing plan

Most companies now include SEO development into their marketing budgets and consider it a valuable tool in beating the competition. There is no denying what internet marketing and more traffic to a website can do for a company but it is only the first step. It can be compared to getting a client into a store; it’s great but does not guarantee a sale. Search Engine Optimization cannot be held responsible for the success of a company and must be considered as only a tool in achieving goals. There is no certification for search engine approved SEO Service Providers but it is recommended to select a reputable company as companies with questionable practices might be more costly in the long run.

An old hat trick?

There are very clear guidelines on what acceptable optimization practice is and what is not, search engines are weary of deceptive programming and you risk being scrapped of their index completely. The term black hat is used for unethical optimization practices that involve hiding text and programming in a dubious manner. BMW Germany famously got banned by Google for black hat practices and was only allowed back on the search index after certain alterations to the website was made. Black Hat Practices might increase the traffic volume to a website but will certainly not increase sales. If a user runs a search for ‘second hand table’ and ends up on an Italian furniture designers website it will most likely not secure a sale. Search Engine Optimization is a great tool if used correctly but should be considered as an enhancement to an already great company and cannot be solely relied upon to increase profits. Like most good things in life it should be used wisely.

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