"There are dozens thousands of companies that will happily work with you and your team to do SEO. SEO is the art of making your site attractive to the automated spiders that Google and other search engines send around the Web. By changing your site (and helping you get the right inbound and outbound links), a talented SEO firm can change your ranking—sometimes quite a bit. Why does this matter?
We know that about 15% of the people doing a Google search look over at the AdWords ads. We also know that more than 70% ignore the ads and rarely bother to look at the second or third page of search results. This means that someone types in, say, “London retirement home” and chooses from one of the top five or six returned entries, then they’re gone.
If you’re number 8 out of the 1,590,000 matches, you lose. In the past, I’ve been hard on SEO, mostly because of the way clients misuse it. They build static, boring, selfish Web sites and then try to make them work by ranking high in Google. What a waste! It’s like waving your hand to get called on in second grade— but not knowing the answer when you do.
If you’ve done the right kind of optimization—the optimization of first click to sale, the optimization of first click to satisfied customer—then (and only then) will your SEO investment pay off."
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