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What is SEO?

Search Marketing (SEM), or Search Engine Optimization (SEO), is a complex, ever changing process.

Search engines constantly change their algorithms, shuffle their indexes, merge results and share content. The only consistent thing about marketing your website to them is that what works really well today probably won’t work so well tomorrow.

That’s why you need an experienced search marketing professional who keeps two fingers on the pulse of the major search engines. If Google hiccups, we know about it. If Yahoo! gets stubborn, we’ll coax those rankings back to the first page.

Working with search engines is a long-term, high maintenance relationship and we're dedicated to managing that relationship so you don’t have to, and at an investment you can feel good about.

So How Exactly Does SEO Work?

This is the million dollar question. And we can almost guarantee you that for every person you ask, you’ll get a different answer. That’s because marketing to the search engines is like any creative endeavor: cooking, painting, carpentry, etc.

If you ask five people to bake a cake, you’ll get five unique cakes each with different ingredients. Ask ten people to craft you a chair and you’ll get ten distinct pieces each with its own style.

Because the search engines change their ranking algorithms (the equations they use to analyze a website’s reputation and rankability) so often, and they each use such widely varying criteria, there are literally hundreds of ways to promote your site to the first page of search results.

However, there are certain universal guidelines regarding what central principles and elements are vital to your search marketing strategy. There are also very clear rules against certain practices that attempt to cheat or trick the search engines.

Universally Illegal SEO Practices: Avoid at ALL Costs

Search engines may be vague about what you can do to get top rankings. However, they are not vague about those practices that will get you banned from their rankings. For instance, Google provides Webmaster Guidelines that detail what you are NOT to do when promoting your website.

When you are looking for an SEO professional, be aware of these illegal techniques and the different “pet names” given them by dubious fly-by-night companies. We’ve provided several of them here for your easy reference.

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"A brief thank you for getting my business website up and running beyond my expectations!

I was a upset that my previous website never really eventuated after months of waiting with another website developer.

Then when you called me in May '08 and said you could get me up and running with a professional website within one month, I must admit I did have my doubts but true to your word you achieved it on time and within my budget.

I got more than I envisaged with my urge to introduce new products and now the insatiable urge to discover what else my business could achieve via this new marketing tool.

Your keen desire educate me about my website as a marketing tool is appreciated.

Going forward I look forward to utilising your services and I will recommend you to my circle of contacts."

Gerard Ivinson of ErgoWorkstation.com.au