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Well I guess the guy didn’t invite you and your fancy Search Engine Optimization Company into his enterprise for tea and biscuits. Nevertheless, giving the client a candid, off the cuff reply to the question above, could be like putting a loaded gun to your head. Metaphorically speaking of course, but you get my drift. You don’t want to end up appearing like a politician, Nevertheless at the same time, setting unrealistic and over optimistic expectations on Search Engine Placement ranking, is just plain dumb. Your client may want the crown jewels tomorrow, but let’s have a look at a couple of things before you pin your colours to the mast.
Like the majority of problems to be solved, it depends!!
It is generally down to a few major causes followed by an ever increasing list of smaller problems that have need of to be sorted. For example –

• It could be that the market sector is ultra competitive, and there are so many players in the mix, it is hard to stand out in the crowd. Is his brand good or average?
• It could depend on the age of the website. Older websites usually have been crawled over by the Search Engine companies and there will be lingering ranking there. New websites are starting from scratch.
• It could be the quality of the Web Pages, the Keywords, the meta tags, the links and just how painless it is to navigate round the website.
• It could be the lack of Online Marketing, especially if the web site is new to the market place. Even established sites may have zero or little promotion via online publishers or blogs.

Ultimately, a comprehensive examination of the business, the market, the current website, will be needed before you begin to estimate a potential “Page One” Search Engine Placement.
In a competitive market you will have to work harder. That’s the same whether your business is internet based or a shop on the High Street. If you want to be noticed, your business, through your website needs to grow to be a benchmark for quality, information and ease of use. The focus ought to be on, how good is this experience for a customer. Word does get round, and as more people enjoy the experience, the hits on your site will increase and along with your Search Engine Placement. Brand name does help and a popular and unique brand name will usually rank high, fairly quickly. However most businesses either don’t have a brand name (or the funds to seriously to promote it), or they distribute a whole raft of separate brands for a specific market sector. So maybe they need to, for example, promote the “Scuba Diving” sector in their text and Keywords and include the real quality brands. Links to these quality OEM’s even if they are not reciprocal will gain ranking too.
The quality of the Web Pages is also critical, as no one will go back to a site which is slow, has dead ends, or is awful to look at. Even spelling errors imply a lack of attention to detail and a casual attitude, which could cross over into the products or service they offer. Some simple things to keep in mind on web page construction are
The page is applicable to the terms being searched for
• The page is regarded as an authority about its topic
• The page has good, useful content
• The page is part of a site with lots of information
• The page loads swiftly
• The page doesn’t have a bunch of broken links
• The page isn’t filled with a inferior list of keywords
Remember, when you invite a Search Engine Optimization Company to work in partnership with you, they are not an auditor for your Web Designers. All the items above ought to be on a checklist and the business owner and the Web Designer ought to have resolved any possible errors that may have had a negative effect on your current Search Engine Placement. One of the areas a Search Engine Optimization Company can really help you with, is the promotion of your site and your business sector. Online Marketing is a time consuming business which Web Developers can’t afford to allot a lot of time to. Their expertise, quite rightly is the more technical aspects of Web Design and Web Site creation. Online Marketing is all about writing articles which are topical and informative about your business sector and include keywords or phrases pertinent to your website. Over time these articles will add weight to your own website and help you climb up the page rankings.
How long does all of the above take? It Depends!!!

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