1. Programmers that build your site know SEO.
This is probably the most common belief and it’s completely false. There are programmers that have studied SEO inside and out and know what they’re doing. Most of them? Haven’t. This goes the same for the company that builds your website. Nearly all of them have some kind of add-on SEO service they try to get customers to buy. The talk will sound good – but, probably they don’t have any great experience or plans for getting your site to the top of Google. Why do I say that? There are too few GOOD SEO people out there. I started in 1997-1998. I have learned so much over the years that I could write a book. SEO takes a monumental effort when done correctly. For a small site that might mean $1500. For a large site? $100,000+ easy.
2. SEO takes place on your website.
This is true to some degree, but you know what? Even for a small site there are another hundred hours of effort as “off-site SEO” that is every bit as important as what is done on your site. If I’m doing a comprehensive SEO project for a site I tell customers straight off that $2,000 will be allocated to off-site SEO efforts specific to the focus of your website. That’s doing it right. There aren’t any shortcuts. I can prioritize my work for clients that just can’t budget $2K but if I’m doing it the way I want it will take 100 hours and $2K. I’ve recently started to create a comprehensive list of things I do when I fully optimize a site. I am amazed at the list and it keeps growing as I remember things I’ve done in the past and things I find out as I go along.
3. I can get SEO that works for $595. (insert a figure under a couple grand). Or, “I can get something for nothing!”
Unless it’s your good friend, what you’re getting for under $1,000 is likely incomplete and you’re better off to open the window of your mid-size or SUV as you’re blowing down the road and throw it at some pigeons. Really.
Here in Thailand I can do SEO for $20 per hour. Top quality, my best effort SEO. In the mainland US, I know nobody with my expertise can beat that rate – nor would they try. SEO experts with my skills go for $60-100 per hour in the states. So, if someone offers to give you a complete SEO package to “optimize” your site for Google or anywhere else I think they couldn’t legitimately get past the on-site optimization of your site for $1000. The off-site would suffer. Or, worse the on-site would suffer. If business website owners understood the amount of time and effort needed to get a website to the top 10 in Google – and keep it there, they would spend the extra money that would make the difference. I really hate to see any ads for SEO under a couple of grand because I know, something will suffer at that rate. Probably you’re wasting whatever you spend at that level.
4. SEO stops when my site is optimized.
This is a very common belief. I’ve done work on sites that brought them tremendous traffic and sales, and then they ignored SEO for six months untll sales had completely fallen off and realized they needed help again. And FAST! SEO done correctly is an ongoing effort. Everyday something must be done to add to the attractiveness, functionality, and/or link popularity so the search engines consider your site one of the best in it’s niche.
5. Getting your site ranked in the top 5 in Google is “The Goal”.
False. Getting your site ranked 1st on the keyword phrase, “Jeremy and Jeds Illinois Ice cream” is really not that awesome. It’s child’s play. Now, getting your site ranked 1st on “ice cream”, now that is awesome. Be careful what your SEO is promising you, typically there is that blanket, generic and quite meaningless promise, “Your site will rank in the top 10 of Google!” Make sure the keywords are the best you can get.
6. SEO means optimizing my meta tags, links, and text on my pages so I have a lot of instances of my top keyword represented.
It used to mean this to some degree. Now, it’s a new game. The industry has changed so much over the past 10 years and it’s in flux now – it’s always dynamic and never static. Another reason ongoing SEO maintenance is a must or you’ll find your site trailing your competition. Your competition could be someone from Guam now. Competition has become Worldwide now – it’s not limited to your city, state, or even your country anymore. There are many Canadian sites coming up in searches for SEO now. Go figure!
7. “My friend is going to handle the SEO…”
Unless your friend has spent a few thousand hours reading about and experimenting with live sites for him/herself you’re not going to get anything at all. There’s a reason SEO experts charge what we do – we have an advanced degree more valuable than my master’s degree even. I’ve acquired what is equivalent to a PhD in real life search engine optimization. While I help friends, I usually can just discount the first project for them and hope I can convince them how important the ongoing maintenance is so they contract me long-term.
8. White Hat SEO is the only way to go.
White hat seo refers to seo experts using optimization techniques that are Google friendly and that won’t cause any penalties for having used them. Google is pretty clear about what can and can’t be done. I use white hat seo techniques for every project and it was the only way to go for a while.
Now? It’s not good enough. I’ve created what I call the “Clear Hat SEO” initiative. I’ll flesh it out more as I think about it, but it has something to do with being more transparent to the customers that hire me to optimize their sites. I keep an ongoing Google Doc going in which I detail out things I’ve done for their project. SEO shouldn’t be secretive. Everything I do in the course of an SEO project should be in the open for clients to view. Otherwise how do you know what you paid for? I’ve done this with two recent clients and it seems that they appreciate knowing what is going on. Of course they don’t understand much of it – but I’m open to questions about anything written in the spreadsheet they want to learn about. White Hat SEO is almost OK, but, insist on Clear Hat SEO.
Here are some more articles on SEO that might help you get your head around the topic…