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SEO...
SEO (pronounced sAY-Oohhh) is an acronym for "search engine optimization" or "search engine optimizer." There are many professionals engaged in the work known as "Search Engine Optimization" or "SEO Practitioner", etc. These individuals, for a fee, will optimize your website to achieve the very best placement among all results presented when a potential client, etc. searches for your products or services on the internet.
         

CHOOSE CAREFULLY !
Choosing to use a professional SEO Architect can potentially improve your site's status in search engine results and save YOU the time (of doing-it-yourself) , but consider - when you give a SEO Architect the "keys to the kingdom" for your website - you risk damage to your site and YOUR reputation ~ if the SEO Achitect that you select is UNprofessional or UNscrupulous.

SEO Architects and consultants provide useful services for website owners, including:

•Review of your website content or structure
•Technical advice on website development ~ for example: hosting, redirects, error pages, use of JavaScript
•Page content development
•Management of online business development campaigns
•Keyword research
         

Organic Search Results...
Yes, a professional SEO Architect - one that is knowledgeable & experienced & ethical - can be very helpful! But, you should keep in mind that the Google Search Engine search results page (for example) includes "organic search results" and also paid advertisement (denoted by the heading "Sponsored Links") as well. And, advertising with Google (using ADwords for instance) won't have any effect on your site's presence in their "organic search results" page area. It is Google's published policy to never accept money to be included or ranked within their "organic search results" page area; moreover, Google's "organic search results" are a form of FREE ADVERTISING on the world wide web for your company ~ when done correctly.
         

Some useful questions to ask any SEO Architect that you are considering include:

•Can you show me examples of your previous work and share some success stories?
•Do you follow the "Google Webmaster Guidelines"?
•Do you offer any online marketing services or advice to complement your organic search business?
•What kind of results do you expect to see, and in what timeframe? How do you measure your success?
•What's your experience in my industry?
•What's your experience in my country/city?
•What's your experience developing international sites?
•What are your most important SEO techniques?
•How long have you been in business?
•How can I expect to communicate with you?
* Will you share with me all the changes you make to my site?
* Will you provide detailed information about your recommendations and the reasoning behind them?
 

BEWARE!

•Be wary of SEO firms and web consultants or agencies that send you email out of the blue.

•Beware of SEO firms that "guarantee" rankings, allege a "special relationship" with any Search Engine, or advertise a "priority submit" to Search Engine. For example, there is no priority submit for Google and no one can guarantee a #1 ranking on Google.

•Be careful if a company is secretive or won't clearly explain what they intend to do. Ask for explanations if something is unclear. Consider, if your consultant creates deceptive or misleading content on your behalf (such as doorway pages or "throwaway" domains) your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire. So, be sure you know exactly how they intend to "help" you. Any SEO should be willing to explain all of the changes they propose to make to your site.

•You should never have to link to any Search Engine Optimizer site.

•You should avoid SEOs that talk about implementing "free-for-all" links, link popularity schemes, or submitting your site to thousands of search engines. These are typically useless exercises that don't affect your ranking in the results of the major search engines -- at least, not in a way you would likely consider to be positive.

•Be sure to understand where the money goes. Your fees can go toward permanent inclusion and/or temporary advertising. Some SEOs will promise to rank you highly in search engines, but place you (in fact) in the advertising section rather than in the search results.

•One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.

•Another illicit practice is to place "doorway" pages loaded with keywords onto Your site. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. These doorway pages often contain hidden links to the SEO's other clients as well. Doorway pages can drain away the actual link popularity of a site and route Your clients to the SEO.

•Finally, a few warning signs: owns shadow domains :: puts links to their other clients on doorway pages :: offers to sell keywords in the address bar :: doesn't distinguish between actual search results and ads that appear on search results pages :: guarantees ranking, but only on obscure, long keyword phrases you would get anyway :: operates with multiple aliases or falsified WHOIS info :: gets traffic from "fake" search engines, spyware, or scumware :: the company is not (itself) listed within Search Engine results (this list comes from Google, Inc.)
 
 

(more info)

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184&from=40318&rd=1 siteMAP

http://www.google.com/addurl/?continue=/addurl ADDurl

http://www.google.com/support/webmasters/bin/answer.py?answer=70897 Crawling, INdexing, SERving (HOW SEARCH ENGINES WORK!)

http://www.google.com/webmasters/ Google WebMaster Central

http://www.google.com/support/webmasters/bin/answer.py?answer=35769 Google WebMaster Guidelines

GOOGLE's Search Engine Optimization Starter Guide! (VIEW PDF or download)

THIS INFORMATION WAS DEVELOPED FROM A DOCUMENT AVAILABLE AT: http://www.google.com/support/webmasters/bin/answer.py?answer=35291 AND many hours of internet RESEARCH and learning - AND applying what I have learned to my very own website -- www.EiG.net