Search engine optimization (SEO) is a funny business. Those of us in the business of optimizing pages to increase their visibility on search engines are continually working "in the dark" to attain our goals. If search engines like Google, MSN and Yahoo simply revealed their core algorithms to the public, they would quickly lose their competitive edge. Any Webmaster would quickly take all steps necessary to become #1, but so would their competitors. Rankings would be meaningless and search engines unusable. In order to prevent such a scenario, the inner workings of most search engines are held as closely guarded secrets.

Over time, anyone in the market for search engine optimization services will invariably encounter those who claim to be experts in the field. They will attempt to convince you to spend your hard earned money on unproven, and ineffective techniques. Many times, search engine optimizers are fly by night operators looking to make a quick buck. Oftentimes, they have little or no technical experience. An ideal search engine optimizer will have good mix of technical skills and market driven experience. We at SEM Logistics have compiled a list of "search engine optimization" myths in order to help business owners avoid the fly by night optimizer. Search engine optimization is a relatively new field in Northeast Pennsylvania, especially in the Scranton and Wilkes-Barre areas. We feel that, by providing this information, we are empowering local business owners to allow them to make a well-informed decision regarding their e-commerce strategies.

Seven Common Myths of Search Engine Optimization (SEO):

Web designers and web developers understand search engines
Most web development companies tell clients that they understand SEO. They may have read a "how-to" book, or some online articles, but their effectiveness is usually limited. Properly done SEO takes time and experience, as well as the ongoing research and experimentation of a dedicated expert.

Meta Tags are enough to help rank your site well
All you have to do is code your pages with META Tags, such as: KEYWORDS, DESCRIPTION, REVISIT-AFTER and CLASSIFICATION meta tags. They believe that these oft-used commands are the magic wand that will lead on the path to Internet riches. The truth is that most of these keywords aren't terribly important to search engines. Sure, they actually did something in the early 90s when search engines were just beginning but are now, mostly, window dressing.

Pay per click advertising is the only thing necessary to enhance my Site's web presence
While it is true that PPC campaigns can dramatically increase traffic to your site, it is far from being the only thing you have to worry about. Studies have shown that having your website appear in natural search results, as well as in paid listings, greatly increases your credibility with potential customers.

Paying for search engine inclusion
People approach me all the time with questions regarding the "give us $100 for submission to thousands of search engines" scam. How many of you can name more than four or five significant search engines? You aren't alone. Google, MSN and Yahoo comprise an 80% market share of all searches done on the internet, on a daily basis. The next 10% (AOL, EarthLink, Amazon) are all search engines that merely get their results from Google, MSN and Yahoo. The final 10% (if even that), is split amongst all of the other thousands of smaller engines, spread across the net. Are they important? Unless you find search engines that appeal to a niche or specialized market in your industry, they are usually a waste of time.

We can guarantee a #1 ranking / you have to have a #1 ranking
No company can guarantee a #1 ranking. That fact is simple. With billions of web pages populating the Internet, and with search engines continually changing their algorithms, nothing in this business is certain. A number one ranking is also not necessary. Studies have shown that most consumers give nearly equal importance to all results on the first PAGE of results. Number one rankings can be achieved, using tried and true methods of SEO to achieve first page results is a much more realistic goal.

Once you achieve top listings, nothing else is required
As I mentioned earlier, the top search engines are perpetually refining their results algorithms. A page that ranks highly today may drop the next. While it is unlikely that a properly optimized page will move very far, periodic maintenance will most certainly be required to maintain that top page positioning.

SEO is a fad that will quickly pass
Nothing could be further from the truth. As a matter of fact, I see SEO becoming increasingly necessary in the years to come. Every day, more and more people are getting connected to the Internet. By the year 2010, estimates put the number of people being connected to the Internet as high as one billion. My question for you is this: how can you afford NOT to optimize your pages to achieve a high listing?

Tim Moran is the president and founder of SEM Logistics, a search engine marketing and search engine optimization firm based in Scranton, Pa. He can be reached via email at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it