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01.18.10 Building Custom Made SEO  By Patrick HareFirst of all, many people in the US may be wondering what the term "bespoke" means. Across the pond in the UK, the term "bespoke" is best translated as "custom made." It generally implies that you are getting something with more quality and care than "off the rack" or "one size fits all" designations. Web.com Search Agency has been specializing in "bespoke SEO" for quite some time, with packages for enterprise level customers as well as small businesses. Just about any serious SEO effort requires customization because of the nature of the search engines and websites. Even if you have an ecommerce store that sell the very same brand name products as 100 other vendors, you are going to need a custom solution. This is because your website has to have original content if you want it to be found in the search engines. Additionally, your choice of shopping cart software, web design elements, hosting servers, and domain names is also going to play a big part in how your SEO package is going to be put together. On top of all that, search engines place specific values on the age of your website, the number and quality of links pointing at it, and the way your site code is structured. For all of these reasons, the "bespoke search engine optimization" package is almost a certainty when an SEO proposal is outlined. Before a sale is even made, it is necessary to analyze a potential client's site, understand any potential obstacles to search engine rankings, and create an SEO strategy that will result in high rankings on Google, Bing, Yahoo, and other search engines. Furthermore, selling an SEO package to a customer is not going to create a good long-term relationship if the client finds out that there was an unsold component that is now going to cost more money to make the project a success. This is not to say that you can't get good results with cheap SEO packages. Many fixed-price search engine optimization offerings will get rankings for neighborhood businesses, people who only have to sell a small number of products to stay profitable, and niche sites that have no competition. Off-the-shelf SEO is definitely better than no SEO at all, and in many cases a low-end submission package is a good jump start. We have even had many customers who started with inexpensive search engine optimization and submission packages, and used the experience (and revenue) as a basis for investing in higher-end offerings. One of the great things about SEO on almost any business vertical is that there is a lot of room for traffic growth. While "Bespoke SEO" is only just starting to get into the American business lexicon, it should definitely be of interest to people who communicate about "search engine optimisation" to people in Commonwealth countries. The term itself also underscores the nature of almost all higher-end SEO initiatives, which are customized by necessity. No matter what your budget is for website optimization, there are certainly areas that need a custom touch in order to pick up the best possible share of search engine traffic that your budget can provide. Comments About the Author: Patrick Hare has been managing online and offline marketing projects since 1999. From 2005 to present, he has been with Scottsdale Arizona's Web.com Search Agency (formerly Submitawebsite). Patrick provides Search Engine Optimization and Marketing advice to in-house customers and Web.com Jacksonville’s web design group. |
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