The SEO business has dramatically changed since mid 2000. What once was a relatively easy task of optimizing web pages for top ranking among the most popular search engines has turned out to be a complex process requiring research, analysis, and skill.
SEO campaigns may include spider-based and/or directory-based optimization. Directory-based SEO campaigns are considered the starting point. Costs involve one-time optimization and submission charges.
Spider-based optimization is more complex. As the popularity and/or number of keyword phrases increases, the number of HTML/text pages must also increase to produce a theme strength that will compete favorably with the existing top-ranked websites. Also, by analyzing the strength of the link structure of top ranked websites for the same keywords, the level of link optimization can be defined.
The following table summarizes the fundamental attributes of each search engine type and cost impact.
| | Search Engine Type |
| Spider-based | Directory-based |
| Example search engine | AltaVista, AOL, AskJeeves, AllTheWeb, Google, HotBot, iWon, Lycos, Netscape, Teoma | MSN (LookSmart) | ODP |
| Search traffic share (approx.) | Approximately 80% (Google alone may have as much as 60%) | 19% | Less than
1% |
| f
e
e
s | Submissions | All have free submission plans, but submissions are largely not necessary because Search Engine spiders find websites if they are accessible through links from other websites.Some offer paid inclusion services that provide better management tools and guaranteed listings (not rankings). | Small Business Listing: $249, includes 1000 clicks | Free |
| Optimization | The level of optimization effort and expense is directly related to: - Number of keywords
- Popularity of keywords (closely related to competitiveness)
- Number of relevant inbound links from other websites to attain
- Website construction - implementation strategy
Typical fees range from $359 to $2,500 for setup | Small Business Listing: $745.00 | Included with MSN (Look-Smart) optimization |
| Maintenance | Constant changes in the competitive environment and search engine algorithms require continual ranking analysis and adjustment, typically on a monthly basis.Typical fees range from $159 to $500/mo. | Additional clicks for LookSmart: $170 per 1000 clicks. (LookSmart offers a listing change fee). All periodically reviews listed sites to maintain quality. |
