Search engine optimization is an ongoing task, which involves continuous tweaking and fine tuning of the website based on various factors like change in algorithms, traffic patterns, competitor movements, etc.

However I have had lots of people complain that they were unable to achieve good ranks inspite of putting in a lot of hard work and following every rule that the search engines set.

Which rules? Search engines sometimes drop hints and give you guidelines, but no search engine gives you a set of rules.

Theoretically they have done everything right -

• Keyword research
• Title tags
• Meta tags
• Alt tags
• Keyword density tweaking
• Sitemap generation
• Manual Submissions

So what has gone wrong? Well search engine optimization is a consultative and customized service. It is not a product or a standard process. Every site is different. Just like it isn't possible to treat all diseases with the same medicine, it is not possible to optimize every website with the same process or solution.

Though basic steps remain the same, the difference is in the execution. While in some sites alt tags might be very important, for others link popularity might be more effective. Furthermore, sitemap generation is a good practice, but it may not be necessary for a site which has a good internal text link structure already in place.

What people don't realize many a time is that search engine optimization is not a standard product that can be sold across the counter and would produce the same results each time they execute the process. In my opinion search engine optimization requires a lot of skill, understanding of not just web technologies but web marketing philosophies as well... cause finally its not just about the traffic... its about maximizing sales and enhancing ROI.

Author - Vishal Sampat

Convonix Inc is a search engine optimization firm that offers customized SEO optimization and PPC campaign management solutions. We manage hundreds of SEO and PPC campaigns. Our clients include Web design firms, adveritising agencies, fortune 500 companies and SMEs. Other internet marketing companies can also Outsource SEO to us in India.

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