Search Engine Optimization (SEO) is a multi-disciplinary web-oriented marketing task focused on creating a website that performs well in the search engines. SEO uses a combined focus on website design, text, graphic, code and other materials, orienting the website and related assets toward strategic keyword goals generally assigned at the web page level.
For best results, it entails everything from keyword research to strategy, through website design and development. Following the launch of, or revision of your website in the search engines, performance is monitored, subsequent onsite enhancements may occur based on new learning over time.
For greatest effectiveness, tracking tools are installed through the use of ‘code snippets,’ on your website, and data may be gleaned from third-party services in use as well. This data is tracked and new learning is incorporated on an ongoing basis so that performance in the ‘SERPs’ continues to climb.
Given that SEO includes research, strategy, design and technical development (specifically, SEO-friendly coding), it takes time and careful effort to achieve great results, especially once other technical and maintenance considerations are taken into account. However, once achieved, results can be long lasting, resulting in an incredible return on investment over the lifecycle of the website. It continues to reign as the second most profitable type of website marketing investment.
On the other hand, given the complexity, SEO can be costly to implement. Imagine – that is four disciplines, and possibly then four different Web specialists on the case. Thus, when receiving website quotes, the base quote for an ‘optimized’ website versus a regular website runs an average of $5000 higher in your average Chicago web design agency that caters to the small business, to say nothing of the Chicago ‘big agency’ rates, which would likely result in an increase of 5 – 7 digits to your tally.
Therefore, because I can handle projects from start to finish, I can offer my clients a streamlined approach that can have a dramatic impact on website lifecycle profits. Additionally, I have developed my own approach to website content management, using open-source PHP code. The Ceed CMS is easy to use for simple site updates and there are no ongoing fees required year-to-year, beyond the reasonable hosting fees through Sprout-Hosting.com.
