May 4th, 2010 by Susie

Amongst all the articles and blogs written about search engine optimization, there is an idea that certain things belong to the topic’s fundamentals. Typically, these are said to include content, keywords and link building strategies. Some authorities may include the ethical controversies in the same ‘basics’ category. Without some knowledge of these basics, the argument runs, an online firm may lack the expertise to work effectively with a SEO company. Furthermore, neglect of the basics may leave a firm at the mercy of an unscrupulous SEO outfit. The question which then becomes a vital one is where can knowledge of the SEO basics be obtained? This is something of dilemma for several reasons.

• The net is full of advice and tips, some of which are misleading, some of which are obsolete and some of which are contradictory
• The sheer volume of information means that someone who is learning the basics independently can have a hard time sorting through it and deciding which bits are relevant
• The diversity of articles causes further difficulties because it is a real problem to prioritise which pieces of information
• The proliferation of acronyms can slow the progress of a learner, who may be confused as to why SMM and SMO are both needed, for example
• The breadth of the subject and the fact that it is increasingly interwoven with other topics can be a hindrance to easy learning

One way out of this awkward dilemma is to accept several key points:

• Learning can only be achieved and consolidated in bite-sized chunks
• Sources of information require rigorous crosschecking
• If it was easy, learning would not be fulfilling and would be more tedious
• Most bodies of knowledge have their jargon and acronyms which have to be penetrated. Patience and perseverance are necessary
• The contentious issues which divide experts are often the most interesting areas of study

These sorts of argument are not always greeted well by online site owners who are seeking a swift return on investment (ROI), but one of the basics they should be learning is that if they are only interested in a quick scramble up the search engine results pages, SEO might not be for them. Other marketing strategies might be more suited to their needs and aspirations. However, they should consider long and hard the potential costs of not embracing a continuous search engine optimisation strategy.

Learning the basics of SEO does take time, but it can give someone a competitive edge over some of their rivals. This is because it enables an online firm to enjoy a healthy and productive relationship with a SEO company. If the initial research is not done in an adequate fashion, one unfortunate consequence might be that the relationship is not as harmonious and mutually rewarding as it could be. Genuine trust and high quality communication are enabled in an effective way when the client knows something about SEO and the SEO services know a lot about the business. It is in those circumstances that a specific campaign is most likely to meet its targets.

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