The More Things Change…

Yea, you know the rest of that coined phrase… But let me get to the point. As we march towards 20 years of the internet it’s easy to point at the remarkable changes shaping the way we use this resource. For us in the SEO trenches, perhaps the biggest difference between then and now is the shear magnitude of competition. Back then 1 in 100 websites might have a form of SEO that helped the search engines deliver relevant results. Now its probably 1 in 10. Nowadays, you can’t tinker at it and you need to seriously employ a variety of strategies.

Fifteen years ago it was very hard to find a firm that could build a web site in what we call a search engine friendly way. Today, more programmers are sensitive to the short comings of a search engine spider and are capable of building to the specifications of a set of search goals layed out before them. But that doesn’t guarantee your next web site will be a search engine friendly site unless you have an “advocate” consultant making sure. We work with a variety of very large and sophisticated web development companies as well as small shops all around the country. When we tell them what we want, the answer 99% of the time is, oh sure we can do it like that. You have to understand that there are limitless ways to have a page display. But only some of them work well with search engines.

I bring this up because, every month we see the same things happening again and again. The more things change, the more they stay the same! We get employed by a web site owner after the web site design is under way. While this is better than never. It is much better if we become involved before any page building begins. To seriously compete on the web today, anywhere for anything, you need to be as serious about the SEO as you are about the design. That means even at the small business level, committing a percentage of your web budget to SEO to get the full value of the internet out of your web marketing effort.

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