There are many reasons businesses hire search engine optimization companies. Ranging from an urge to attract new customers via internet marketing channels to widening customer acquisition to ego. That's right, ego. Not all marketers hire SEO companies based on dragging in prospects and customers to brand articles for involvement and conversions.

Often times, brands think of themselves as the pioneer in their category and therefore think their web site must top Google's list for queries on generic industry terms. The problem is, leading an industry offline isn't the same thing as being the top choice for a search query online. Chasing after such terms is very much influenced by ego and not unlike a fairy tale of pursuing unicorns where there's a hopefulness that being #1 on a single term will magically solve their problems.

However, going after broad market terms isn't a complete waste of time. While ego-driven search engine optimization is successful, it's geared towards building brand reputation and public relations value. Of course, by "PR" I mean public relations, not page rank. The rapport and integrity that comes from being in a top position for a generic market term can add a lot of value to online public relations endeavours, recruitment and investor relations.

Achieving top placement on broad keywords can easily drive a substantial amount of website traffic. When it comes to buying cycle, wide searches tend to be "tire kickers" and have value for creating awareness as well as education but not conversions. And that's okay, since the search experience isn't just a single event.

A while back I had a customer that said he would like to be #1 on Google for the word "brain". This client had a weblog with some thousand uniques per month. While many search optimization companies will talk about how tough that will be and recommend options, my first response is to always ask "Why?". Understanding drive (chasing after unicorns vs. a fighting chance at achieving goals) is essential for assessing the worth and contribution to business goals.

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