Before any resources are spent trying to implement a SEO plan, it is critical to understand the current situation. Like any strategic activity, a critical look at the current state of affairs is necessary before beginning any outward action. While the end result of being #1 on Google for some search term may be common for all website owners, the resource requirements, timeline and strategy will be dependent on many factors.

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While many would like to compartmentalize Search Engine Optimization as another Information Technology function that can be outsources or purchased as a one time expense, the reality is SEO is a marketing function that requires a business process, just like any other branding, advertising or other strategic campaign. In fact, the SEO and overall website strategy ties in directly to both branding and advertising and as such must be controlled, monitored and updated by the people responsible for these items. Search Engine Optimization is not a thing that can be purchased as an outside force to improve search engine results. Although some outside resources can be used during the optimization process, SEO is a methodology and a process that must be continually adapted, monitored and worked on in order to gain results. It really is a marketing function that requires a strategy like branding and advertising, where it is possible to outsource specific functions, but the overall ownership, control and accountability must reside within the organization. While there are new rules and knowledge requirements not previously associated with marketing, many of the techniques required to manage SEO as an ongoing business process are very easy to learn by anyone with basic knowledge of using the internet.

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