1: It doesn’t matter how much you optimize your site rankings in Google if your website isn’t fully optimized to meet your visitors needs and convert them. You are simply pouring money down there drain if you don’t optimize your website - many of visitors from search engine will simply leave if their needs aren’t met!
2: There are no ‘hаcks’ or ‘dirty tricks’ with website optimization that can jeopordize your website’s performance. Unfortunately in the search engine optimization world, there are many ‘black hat’ companies that claim they will help for cheap, but often have long lasting damaging results in search engines.
3: Website optimization is often way cheaper than expensive search engine optimization campaigns. In fact, leading web analyts like Avinash Kaushik firmly believe that in order to start optimizing your website, you need just 10% of your SEO budget. Because of that, website optimization often gets you a way better ROI than search engine optimization (this great book discusses this principle too).
4: There are way fewer people who can consider themselves website optimizers than search engine optimizers. I like to consider myself as one of the few, along with people like Bryan Eisenberg and Chris Goward.
5: Website optimization affects your visitor when they arrive on your website and how they convert for your goals. Search engine optimzation has an effect on the visitor before they get to your website.
6: There are way less website optimization cowboys out there! There are still way too many search marketing firms who just take your money and don’t do much (apart from great firms like ClientSide and evisibility).
7: Once you optimize your website, you should THEN, and only THEN engage in search engine optimziation with a reputable history of results. Not the other way around – if you do, you will be wasting your money because of reason #1 above.