A question on many Webmaster’s minds these days is whether or not they should bother with optimizing their site to rank high in the search engines. We’ve discussed this in previous articles and it always seemed to come down to a big “it depends.” However, I’m starting to realize that for many clients, good search engine rankings can actually make or break a business.

Do You Have Money To Burn?

The work we did for a recent website lead to a very successful optimization. After our optimization, it had achieved the desired top 10 results in most of the search engines and directories for a number of relevant keyword phrases. Traffic had increased substantially and users were finding the website through the intended keywords. Since those are the metrics I look for when determining success, this appeared to be quite a successful optimization.

Content is Still King!

It’s important to note that simply being found in the engines isn’t always enough. Once found, your website still has to sell its products and/or services. I believe that a big reason why our optimized sites end up getting so much new business is because we increase the overall appeal of a website when we work on it. That is, we write great, professional marketing text and suggest other changes that may give the website a more professional appearance. These things are just as important to the bottom line, as getting the high rankings in the first place.

It’s true that not all businesses will achieve the same kinds of return on investment from a successful optimization as the websites discussed here; however, when you consider the low cost of SEO compared to other forms of marketing, your bottom line may increase substantially. Just make sure you find the right specialist for your needs. All SEO consultants are NOT created equal!

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