• SEO Book, Tuesday, December 9, 2008 1:31 PM

Aaron Wall asks if SEO is worth the cost and effort of learning the process and implementing a strategy, and answers the question with an informal case study of helping two friends build and optimize separate Web sites.

While one didn't take the concept of SEO to heart, the other did. Wall analyzes the optimization roadmap of both sites. "One site was mapped out against the search traffic, has targeted descriptive page titles, and uses well structured categories," he writes. "The other does not." Although he believes "inside of a year the site that employs SEO will out-perform the other site 100 to 1," more valuable than his conclusion is the comparison between the two sites and the discussion of the path he takes to achieve results.

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