While Search Engine Optimization (SEO) is a good investment, it won’t make a significant difference in your site’s performance if you don’t follow some basic principles.

Rule number one is about knowing the right words. A good SEO partner will have the tools to evaluate the right keywords that your audience is using to search for you. Just because you think your audience will search for you using a particular keyword or phrase, doesn’t mean that they will. Proper research will go a long way towards reaching your full audience.

Rule number two is all about content. Just putting in keywords will only get you so far. If you don’t implement a process for continuously updating your site’s content, then your audience won’t return to your site, and neither will the search spiders that visit your site to determine your search rankings.

Rule number three is giving your audience what they are looking for. Rich, valuable content will go a long way towards educating a prospect and turning them into a customer. And it will improve your search rankings, too, because that’s what the search engines are looking for.

Rule number four is closing the deal. The ultimate reason you are bringing people to your site is to create a lead for your sales force. Keeping that in mind, your site should include all the content and techniques it takes to get your prospects to give you their information. And you or your site should send the leads to the proper individual who will quickly follow up with an email or phone call to the prospect. The best way to lose a prospect is to not respond to their needs quickly.

Rule number five is to evaluate. If you are successful in bringing traffic to your site, great! However, if your results drop off the next month, you need to determine why. Constant evaluation and measurement will keep your site fresh and responsive to industry trends and audience needs.