Professionals and Amateurs in SEO

The field of search engine optimization is can be divided into three categories; the professional SEO companies, the newcomers, and the do it yourselfers. Each of the levels of expertise can be categorized by skill levels, resources, and experience which translate directly into how successful the end result of an SEO effort will be. Unless directed at a completely un-served micro-niche, any SEO effort will require a defined process, resources, and the skill to see it through to a successful finish. Here’s look at the three categories and the likely results from each:* Do it yourselfers – This category is populated with two types of search engine optimization people; those that are on their own for budgetary reasons and those that assume that SEO can be accomplished using their existing skill set. In many cases, those who are operating with limited budgets get better results than the existing skill set group simply because they need to maximize the results for each dollar spent. This group will often use grass roots campaigns to begin developing revenues and then direct some of that income toward outsourcing the work to an SEO company due to affordability and the time commitment required for SEO campaigns.* Newcomers – The field of search engine optimization draws new people looking to “put out a shingle” on a daily basis. These newcomers are usually small (1 to three employees) operations with skill sets which can vary widely. There are a handful of potential problems in dealing with a newcomer including the lack of any track record, determining their level of expertise, and their daily work load. Regardless of skill level and track record, if a two man operation starts getting busy, current clients will suffer in terms of level of service and SEO activities due to the fact that the company is now spread thin with limited resources and not enough time in the day to do everything. It’s common in these situations for a newcomer to take on a new, high paying customer who requires putting everything else on the back burner or outsourcing the work of existing clients to an unknown entity.* Professional SEO companies – Dealing with a reputable SEO company is, by far the best way to ensure a positive outcome for your search engine optimization efforts. These companies always have track records, satisfied clients, and a set protocol for developing SEO strategies, regardless of the type of business. This protocol always starts with keyword research, a step neglected by a high percentage of do it yourselfers and newcomers. The primary goal of the research is to define the keywords which will provide the best return on investment. On and off-site optimization practices are then determined from the results of the initial keyword research and the strategy is put into motion. With keywords in place, the work then revolves around the labor, time, and resource requirements of implementing a successful strategy. A professional SEO company will always be able to describe the process in detail with realistic goals and objectives. Of the three options, working with a reputable SEO company is usually the most expensive choice, but the ultimate outcome in terms of return on investment, tar