Search Engine Optimization

Pros

• Leverage your site’s natural advantages – content, popularity, linking relationships
• Can deliver substantial benefits at a very low cost, especially for a “content rich” site
• Requires minimal ongoing activity for most sites
• Initial investment in SEO can pay off for years to come

Cons

• SEO influences, but does not control, the search engine results – there are no guarantees.
• Delayed results – after the initial SEO effort, expect to wait at least 2-3 months for significant traffic.
• Risk of becoming overly dependent on “free” traffic, because results are variable over time.
• Some modifications to site are required; extent of changes dependent on many factors. A professional SEO consultant can help find the best path to results and ROI.
• Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.