Unlike that magical, mythical baseball field in Iowa – if you build your website – there is no assurance that ‘they’ will come. Even if you know who ‘they’ are and you have designed your website to meet their wants and needs – your website can go undiscovered on the internet.

Being found on the internet today almost always involves Search Engine Marketing of some description. Whether it is for Organic (‘natural’ Search Engine results) and/or Sponsored (paid Search Engines ads), most websites today need to make substantial efforts to be noticed by the major Search Engines.

Behind every successful website there is at least one person who had the vision and the drive to take that website to the next visibility level through successful Search Engine Marketing. Often SEO (Search Engine Optimization) is a major component of that program.

Basically, SEO is making sure that your website conforms to the guidelines set by the Search Engines themselves. This is not an attempt to trick the Search Engines, or make your website seem like something it is not. These guidelines make it easier for the Search Engines to correctly evaluate your website and to decide where your website will be displayed in search results.

By combining your knowledge of your product, your target customer and your website, with the correct application of the Search Engine guidelines – you will be on your way to having your website found. It takes time for the Search Engines to evaluate your website and to begin displaying your website listings in searches – some patience is required. Be warned, even after the Search Engines have found you and are displaying your website listings in good spots – there is no guarantee that you will continue to do well.

The lights on your beautiful playing field can go out. Your dreams of Search Engine visibility can be plunged into darkness. Why? There are a number of reasons, almost all of which are human error. Your technicians can install a new CMS that is not Search Engine friendly. Your website designers can install a new design that is not Search Engine compliant. Or your webmaster can install a minor change on your website that ‘wipes out’ major portions of your SEO work.

“...most websites today need to make substantial efforts to be noticed by the major Search Engines.”

So how do you keep the lights on? That will depend upon your company. Basically, it is essential that EVERYONE who is in a position to make changes on your website FULLY understand what the SEO requirements are for your site and that they strictly adhere to them. A concerted, ongoing effort needs to be made to train and monitor. All website changes should require approval by those individuals within your company (or your consultants) who can properly evaluate the risks. Procedures need to be put into place and followed.

Keeping the lights on and the ballpark open takes some work. But the best dreams always do.