Search engine optimization (SEO) is the process of designing or altering a website so that it will perform optimally in regard to being ranked in search engine results that are associated with specific keywords or keyword phrases used by individuals who are searching for information on the internet through the use of a search engine. Some website owners strive to do their own search engine optimization while others opt to use an SEO service to optimize their website. There are advantages and disadvantages to each approach. Let's take a look at the purpose of search engine optimization, the pros and cons of doing your own search engine optimization versus hiring an SEO service, and the questions to ask when considering an SEO service to accomplish your search engine optimization.

The purpose of search engine optimization is to obtain a desirable position in organic search engine results (this means getting a good listing in the search engines without paying for search engine advertising). There are a number of techniques that SEO service providers use to optimize a website and to secure desirable search engine ranking. Getting ranked on the first three pages of search engine results is highly desirable because the majority of internet users use the search engines to find what they are looking for and they don't usually browse through more than three pages of results. Getting an organic search engine ranking is awesome due to the fact that you don't pay for the listing (just for the SEO services to get the listing), so there are no ongoing fees and in effect, it is free advertising that is really productive.

The advantage of doing your own search engine optimization rather than contracting an SEO service is that there is no upfront cost for getting your website ranked in the search engines. The disadvantages, of course, are lack of expertise in the field of search engine optimization and the time that may be spent on the optimization process. On the flip side, the main advantages of using SEO services is that you have access to expertise from individuals who are experienced in search engine optimization and using an SEO service may be more time efficient for you. The disadvantage of using an SEO service is the initial costs involved in search engine optimization and costs associated with ongoing monitoring of the search engine ranking and adjustments to the SEO service's strategy and to the website.

Questions you should ask and have answered before contracting an SEO service to do your search engine optimization include:

1. What strategies do the SEO service use to improve search engine ranking?

2. What services are included in the SEO service package to be provided?

3. Which search engines does the SEO service target?

4. Does the SEO service guaranty a specific ranking or certain results?

5. How much experience does the SEO service have in the field of search engine optimization?

6. What are the initial costs of the SEO service and what are the costs for ongoing monitoring and SEO services to maintain the ranking?

Common strategies used for search engine optimization include keyword research to identify keywords and keyword phrases for optimization focus, designing the website with metatags and html tags using the keywords to be optimized, development of keyword rich content for the website, and linking campaigns to build link popularity and link relevancy. SEO services generally include the use of all of these strategies and sometimes more. The major search engines are Google, Yahoo! and MSN but there are many more search engines include specialty search engines which may benefit your business.

Most SEO service companies do not guaranty a specific rank in the search engines because that is near impossible to do; however, they may guaranty certain results such as an improvement in website traffic directed through the search engines. The experience and expertise of your SEO service company is very important because search engine optimization is no easy task. Both the initial costs of optimizing the website and ongoing costs for having the SEO service monitor and maintain the ranking should be considered.