Because successful search engine optimization needs a search engine-friendly Web site filled with quality content.
What if you have a search-friendly Web site and strong content, yet search visibility is still elusive?
Then you need to remember that SEO is not a commodity. SEO is not something that works right out of the box. It's a process, not a product. That means multiple steps need to be taken while progress is made over time.
From my perspective, the vast majority of companies and individuals who claim they can do SEO cannot do it effectively. That is because they either use some form of automated out of the box system or are not expert at the process.
Let me tell you a story.
Recently E-Power Marketing lost a client whom we have supported for the last two years.
E-Power Marketing established first-page Google search positions for the client's most frequently searched and relevant phrases. This took some doing as the market is quite competitive. Traffic and sales were excellent.
In February the client informed us that it was going to launch a new Web site in four days. The client did not tell us it had a site in development. Had we been involved in the development process, E-Power probably could have prevented the disaster.
The new site had critical search-friendliness problems. It did not include the quality content that we used to establish the top search positions on the old site. The Web developer claimed the search-friendliness issues could not be fixed and the content could not be added.
The new site launched, despite our warnings. Search positions and traffic soon dropped. Three months later, the client terminated us and the Web developer.
The client hired a new Web developer who claimed SEO expertise. The developer promptly fixed the search-friendliness issues and attempted to follow our content recommendations. However the developer poorly implemented the content for SEO. Consequently search positions and traffic dropped even further.
By choosing the second Web developer to do the SEO, the client lost more money in sales than had they paid E-Power Marketing to regain the lost search visibility.
Don't forget that SEO is not a commodity. Thoroughly educate yourself about SEO when you are seeking to hire a partner so you can judge whether whom you are considering can get the job done. Those who do not implement SEO every day are easy to eliminate from consideration.
Foremost, successful search engine optimization requires a partnership between you and your agency.