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Why Patience Is A Virtue In The Search Engine Optimisation Industry

Sep 4, 2008
It is likely that nearly all conscientious business managers will have heard the term search engine optimisation bandied around when conversing about online strategies. The reason it is so often used is because it is a vital component in the success of an online business. SEO is simply the shortened term for search engine optimisation although an SEO is someone who conducts optimisation methods. Naturally these SEOs are experts in what they do and while there is a certain amount of work that can be undertaken as an amateur, having professional help is strongly advisable. The process of optimisation has the ultimate objective of improving the search engine listings for your website.

One of the most important parts of the optimisation process is to select a set of keywords that match your business operations or the products you sell. For instance, if you sell MP3 players then it is likely that this term will be a suitable keyword or phrase. However there is another important factor to remember when selecting keywords, the previous example, MP3 players would most likely be a suitable keyword if it were not for the fact that this term would have high levels of competition in search engine rankings. The higher the competition the more difficult it will be to top the rankings and hence the time spent achieving success will be greater.

Keywords should be included in both on and off page information if search engine rankings success is to be forthcoming. On page information is what the human user will see such as the content; that is, the written element of a web page. Off page information on the other hand is predominantly read by the search engine spiders and includes factors such as Meta tags, and title headers. By combing these two elements, results will become evident. As previously stated however, no matter how effectively you utilise keywords both on and off the page, there is no official timescale, results will appear but how long it will take requires some guesswork.

In terms of the content on your web page, optimisation strategies will emphasise the importance of high quality, well written and informative prose. While including the keywords in the content is advisable, simply cramming as many in as possible is likely to have negative effects. This is because search engines will see this information as 'spammy' and not worthy of ranking highly. In addition, the content should always be updated periodically, this ensures search engine spiders return to your site to find the changes and hence will see at as a more informative and relevant site.

Once again however, even if you do this, the time it will take for success is never certain. Estimates for some key terms range from three to six months although if the key terms are highly competitive, high rankings can take anything from one to two years, in some cases more. This is why it is so important to remain patient when pursuing optimisation methods. There are many business owners out there who after undergoing optimisation are ready to cal it a day after only three months; this is foolhardy as even terms with the lowest levels of competition will struggle to achieve top rankings after this short period of time. That said, you should see some form of improvement from previous rankings after this period, even this is purely a move from page one hundred to page forty. It shows you are moving in the right direction.

Hopefully this has given those pursuing optimisation a better understanding of how long it will take and why patience is especially a virtue in the SEO industry.
About the Author
Internet marketing expert Thomas Pretty looks into the importance patience and keywords when pursuing a search engine optimisation strategy.
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