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10.21.09 The True Benefits Of Optimizing Your Website  By
Lee OddenI've been in the business of SEO for about 12 years and have worked with hundreds of companies of all sizes. I cannot be anything but biased towards the benefits of optimizing web sites to improve visibility in search and the commercial outcomes that can result. For some, Search Engine Optimization is a favorite whipping boy. Of course, marketers that have experience with proper SEO efforts and consultants, dismiss the sweeping generalizations often made by those looking to "stir the pot" to draw attention to themselves or who are pontificating based on an incomplete set of information. All industries have a range of practitioners with varied levels of experience. Ease of online publishing allows anyone with a computer to promote themselves, with or without "real" skills. That 's true for vendors and consultants as well as for client side marketers that hire them. All consulting engagements do not go as planned between all clients and all agencies. Not all staff at agencies are as capable as the senior executives that "sell" the client. Not all client side marketers are competent to make the best business decisions on behalf of the companies they work for. Marketing on the web doesn't succeed based on absolutes. Recently I've seen criticism leveled at SEO with disregard for details that paints an entire industry based on the actions of a mis-representative sample. The sweeping generalizations based on incomplete knowledge made right along with sound web site advice made the author seem credible. But they're not - at least in the area of SEO. Such criticism has been deftly and humorously dealt with and smart marketers at companies can easily see the difference between ranty propaganda and reality. To dismiss SEO with the kinds of negative characterizations as have been published from time to time over the past few years and especially recently is not only an insult to competent Search Marketing consultants, but to the companies that hire them. Plus, it's simply not true. Consider this: 
TopRank ran a poll on the top digital marketing tactics our readers (532 of them participated) would emphasize in 2009. SEO ranked #3. I don't think those marketers are convinced that SEO is something that "doesn't work".  Continue reading this article. About the Author: Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. |
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