Search engine optimization (SEO) expert Daryl Clark interviewed on Internet search trends.

I was contacted by Distinct SEO to respond to a series of questions in their web marketer series of SEO professional interviews. I thought they had some excellent questions. I’m going to share my responses to some of the questions with you over the next few days.

1. Defining SEO should be more than ‘on-page and off-page’ components. If you had to describe the industry to someone new what would you say?Ans: Search engine optimization is about creating relevancy so the search engines will deliver your website to qualified web surfers. The search engine relevancy of your website is essential but it is only part of SEO. SEO is about using your website as a lead generation tool. Using it as a lead generation tool means moving a website visitor into a funnel from visitor to prospect, from prospect to lead and from lead to converted sale. The sales process has to be at the forefront of all you SEO and Internet marketing activities.

2. Many managers, webmasters, and web owners have heard horror stories about the SEO industry. In your opinion what’s the biggest problem preventing SEO from becoming a mainstream component of business marketing?

Ans: I think SEO is already a mainstream component of business marketing. However there are a lot of companies that masquerade as ethical and competent SEO firms. These companies give the SEO industry a bad name. I’m afraid as long as the Internet exists this will not go away.

3. How can we solve/address this issue?

Ans: The best advice I can give is to avoid working with newly established companies who might have taken a seminar or online course and work with companies with proven track records and references. It is amazing how many firms will not provide references and how many potential clients will not call references when provide. Due diligence is important in SEO just as it is in any major business decision.