SEO me the money

Few hours ago I have found an interesting article about search engines by Sean Folkson, you can read it below.

"Your article in the August 2004 issue entitled "In the Click" had some great information for business owners about search engine marketing. It has long been accepted that generating leads over the Web via search engine optimization (SEO) can be significantly less expensive than direct mail, ads in the Yellow Pages and e-mail advertising.

One point that your article didn't stress enough is something small-business owners need to look for when they de cede to outsource an SEO campaign. Most companies providing SEO services charge a flat rate to get started, then a monthly maintenance fee. Typically, clients are told they can expect great results, but rarely are guarantees made.

This is logical, because search engines are dynamic. You can't be sure about pushing a site to No. 1, or even to the top 10, for that matter. Think about it: Just as you are trying to get your widget site to No. 1, there may be 5,000 other widget sites competing for that spot (many of whom are also using an SEO company, and some of whom may be using the same company you're using). There is only room for one site to be No. 1, and there will just as certainly be somebody at No. 5,000.

What this does, unfortunately, is put your money at risk. Every business owner who's done any advertising has probably bought an ad or two that was a total bust. That's what you're exposing yourself to if you pay fees to your SEO company.

With the technology available today, it doesn't have to be that way. You don't need to be exposed to potential losses.

Over the past few years, several SEO companies have moved to a model that allows them to be paid based directly on results (either by positions achieved, leads or sales generated, or whatever criteria you agree on).

I strongly advise any small-business owner considering search engine marketing to seek out one of these companies. It will help ensure that your SEO expenses are in line with your results. Over the years, too many business owners have spent tens of thousands of dollars on SEO services and had nothing to show for it.

Great job otherwise!"