If you own a web site, you have no doubt tried various methods to promote your business. Banner advertising, emails and newsletters are all methods of marketing that have been touted as the golden egg of online advertising. Unfortunately, as you may well have discovered, none of these approaches provide sufficient return on investment. So, as a frustrated online business owner what is the answer? Well, with over 84% of all new visitors landing on a web site via a search engine, ensuring that your business has top rankings for it’s targeted keywords will help you more than any other approach. GVU's 10th WWW User Survey

Keyword ranking (the process of ensuring your site is positioned at the top of the results for search terms relevant to your business) is the most cost-effective method of improving revenues from a web site. While most companies recognize the importance of top rankings on the search engines, very few have been able to find a successful approach on their own. With the search engines constantly changing their requirements, it is no wonder most Net savvy businesses are turning to professional keyword ranking services to keep them at the top of the results. These ranking companies can be compared to advertising firms that specialize in television or radio promotions for "bricks and mortar" companies. While a traditional advertising firm will work with a company to identify and target the correct marketplace and demographic for commercials, keyword ranking specialists work with web site owners to identify which search terms to target and what rankings are needed. This methodical and professional approach to online advertising will prevent wasted advertising dollars and will provide a greater return on investment than any other form of web site promotion.

So, what do you look for when choosing a keyword ranking specialist? We will cover this in more detail at later date, but in the meantime the basics you should consider for are:

1. Professional web site with easy access by email or, preferably, telephone.
2. Straightforward information on the services provided.
3. A written guarantee that if the company is unable to achieve rankings for your web site, they will refund your money.
4. Proof of what they do. Never do business with a company that either does not provide testimonials or makes unsubstantiated claims about their success.
5. Make sure they target the keywords that are important to you. Get them to research the best terms for you and make sure you have the final say on which keywords are targeted.
6. Check what search engines they work with. You will be surprised to learn that many so-called specialists are only able to promise rankings on the smaller search engines.
7. What is the cost? Make sure any company you choose has taken the time to discuss your needs before providing you with a solution and pricing.
8. Read the small print! While it can be beneficial for companies to sign 6 month or 12 month contracts (especially if offered a discount and results are guaranteed), you should always be offered a shorter period as an option (say, 3-4 months). Question any company that only has a 12-month contract, why are they desperate to lock you in before you see the results?

Finally, if your company does choose to employ the services of a keyword ranking company, remember to take into account how you are treated. Are you offered account support with a toll free number or, are you merely offered an email address and contact with a guy named “John” whom you have never spoken with. Your first contact with a company will set the standard for how you are likely to be treated.