If you are a business/web site owner you are probably wondering "what is the big deal about my web site being search engine friendly"? Well the truth is, its a very big deal. Now a days it is crucial that your web site be fully optimized to be able to compete or even survive on today's Internet.

I know your type. In fact for the longest time I was one of these types. I had the "build it and they will come" way of thinking. I also had the belief that the only way to get a higher ranking in search engines was to get more traffic.

At the time, the only way I knew to do that was advertising. I tried the pay per click (PPC) campaigns, running ads in the newspapers, hell I even pasted it all over my truck in hopes that people would see the advertisement and hurry off to my web site. I did get a few hits here and there, but no real traffic.

I kept seeing web sites talking about Search Engine Optimization (SEO) and how it can help you build traffic. I read a few blogs and a few books about the subject because I, just like you, wanted to know what the big deal was.

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The truth is that Search Engine Optimization is the most important factor in your success online. Here's why.

First off (this is one of those DUH! comments) if the search engine spider can't read your web site or find it hard to navigate it will move on. These search engine spiders are constantly indexing web pages and if they run into any kind of trouble, whether it be with your HTML, your navigation or complete structure, it will move on without indexing your entire web site.

Now lets say this has happened to your web site. You don't know that the search engine spider has been there or what they have found. The only thing that the typical web site owner knows is that their web designer did a great job because the web site is beautiful.

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Now since that spider moved on, your entire web site was not indexed. Which in turn means your web site does not have as good as a rank it should. Which means if someone searches for a product or service that you offer, there is a good chance your web site will not show in the search results. Which in turn means you will see minimal traffic. Which means your still working a full time job when you know your web site can make you a ton of money.

It's all in the optimization.

What Search Engine Optimization can do for you is give you someone that is always looking out for the best interest of your web site. This person, or company, will work to insure that you have good rankings on the major search engines and good network ties among common web sites. A Search Engine Optimizer takes pride in helping your site to get to where you believe it deserves to be. They will lay out a plan to optimize your web site, from cleaning up your HTML to structuring your underlying code correctly. Good Search Engine Optimizers have the know how and the resources to get the job done.

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But you need to realise that this is not a one time service.

The only way to truly get ahead of the search engine results and stay ahead is to employ an optimizer. With this, a SEO will work on your web site (daily, weekly, bi-weekly) performing crucial task that are important to the ranking of your site. Without these tasks being executed at least bi-weekly your site could very well lose its position.

In the next entry I will talk about some of the task a good SEO will perform on your site and why they need to be done to keep your search engine position.