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Author: Pierre Sanchez Article source: http://www.articlealley.com/. Used with author's permission.
Ethical SEO Is Search Engine Marketing Right for My Business?
Tom Shivers
Perhaps you've redesigned your website and are wondering if search engine marketing (SEM) or search engine optimization (SEO) is right for your business. Or maybe you don't trust most search engine marketing companies to do what they claim they will do. Maybe you feel like you are running in place, spending money on SEM but not seeing the results you anticipated. Or you feel abused because your site is re-optimized every time you work with an SEO company and still no results.
This article will help you recognize the legitimate, ethical SEO and search engine marketing companies as opposed to those who are making unsubstantiated claims. Armed with this info, you will be able to sort out the claims an SEM company makes and drill into the claim enough to expose the truth.
One of the most common errors businesses make when approaching search engine marketing, and all marketing for that matter, is holding an improper view of marketing.
Most businesses view marketing as an expense rather than an investment, probably because most organizations do not have a marketing plan; or, if they do have a marketing plan, they are afraid to execute it. Either they do marketing on an ad hoc basis or they simply have not taken their planning seriously. In my opinion, this is why so many illegitimate marketing companies are thriving in today's market place. They know that there are enough businesses out there who are unprepared and without a plan that they can get at least one round of cash out of them.
When a business understands that marketing is an investment, they begin to think about their goals and plan how they can best use their budget to achieve those goals. Creating a successful marketing plan is hard work, but it is worth the time and effort because the return outweighs the investment by far. Marketing is buying customers.
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