A Dilbert cartoon strip on Friday painted SEO’s in a rather unflattering light. A lot has been written by overly defensive SEOs in reaction to the comic strip, which is shown below:

This brings up some good questions about Search Engine Optimization. SEOs sometimes have a reputation as people who game the system for fast results. In the past, gaming the system was easier than it is now.  Gaming the system in the past could sometimes bring better search engine rankings quickly.  People who gamed the system could get away with it, and be profitable. Search engines are evolving.   If you have an online presence, you have probably been approached by companies or individuals who promise you “guaranteed front page rankings on Google”.  Be wary of anybody who makes this guarantee. That guarantee is one of the easiest ways to discern the type of SEO that this comic strip is referring to.  SEO’s that were one time masters of gaming the system make promises like this.

Optimizing your search engine results and managing your online presence is an ongoing process.  It takes weeks or sometimes months to achieve valid and lasting search engine results for the key phrases that are important for your business.  Managing your online presence is about much more that Search Engine Optimization. Online Presence Management means doing all of the things the right way so that your web site will be found by potential customers looking for you.

Having a strong online presence can be one of the best and most cost effective ways of generating more business from your website.  Don’t be tempted by those who offer quick results.  A lasting, well executed online presence can become your best marketing tool.  A quick jump in search engine rankings will typically fade just as quickly if it is not part of a well planned, continuously maintained online presence management strategy.  Maintaining an ongoing strategy for a strong online presence may cost a little more, but the return on investment will be well worth it in the long run. As with so many things in life, you get what you pay for.  Beware of the “Pantless Weasel” offering the $500 guaranteed search engine optimization package.  Your online presence deserves better.