A swift hunt through a Google search will show up numerous companies claiming almost instant results through the process of search engine optimisation. Received wisdom would seem to be that if you wish to succeed in Improving Search Engine ranking then a straightforward and quantifiable process is all you require.

These companies are so positive that they offer Guaranteed Top 10 Search Engine ranking that they are willing to offer clients their money back if they do not get a top ten Google placement.

With such offers and obviously defined deliverables why is it then that all companies do not employ a Search Engine placement service and benefit from the benefits of a top ten position on the worlds major search engine. Well unfortunately the placement cannot be guaranteed.

If the practice of optimising both search engines and web pages was merely mechanical then companies guaranteeing the certainty of a top ten position would deliver consistently, however there are numerous external influences on the listing of the website which must be accounted for. Optimisation methods and strategies must be flexible enough to adjust to a constantly shifting environment. For example, opposition from other web pages, changes in the Google searchbot algorithms, changes in produce and search behaviour (who’d have anticipated the use of the word “Twitter” prior to it becoming one of the most popular networking sites?).

To steer through this altering environment the improvement in search engine placement must be an organic procedure (and by organic I mean able to provide a basis for progress below which the level of service will not drop, the way a tree can always rely on it’s roots to regenerate no matter what happens above ground).

As the environment alters then the optimisation procedure changes and diversifies.

The problem that a reputable search engine optimisation consultancy has is that this procedure takes time, builds on previous action and success will ebb and flow in the short term.

Todays client side decision makers ideally want time specific deliverables (which is why pay per click programmes are so attractive) and therefore organic growth, although much powerful in the long term, is tricky to measure and more importantly to argue for in the short term.

As with all company decisions whether you want unhurried organic growth or a quick win is a strategic decision but with the Internet a measured and steady flexible programme which is supple enough to adapt to the continually changing cyber environment will bring better results.

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