Most websites, old and new, can be optimized for major search engines like Google, Yahoo, or Bing--most, but not all. So it is crucial for website owners to understand exactly how they can (or cannot) apply organic search engine optimization (SEO) strategies to their existing sites.
Of course, the optimal strategy is to design and develop a website with organic SEO in mind, and then create engaging, optimized content. In this best-case scenario, your SEO specialist can easily create on-site optimization: the direct application of SEO techniques to one or many pages on the website itself.
However, if you do not build a website with SEO in mind, you might inadvertently limit the website's ability to be optimized at all. In certain
cases, a website will not be able to optimized because the designer
included unworkable elements. Web crawlers, for example, cannot index Flash technology. A poorly-designed website might not even be capable of being crawled
by any major search engines. In this worse case scenario, the search
engines will not even add your website to their database--and your
customers will have no way to find you!
If you're website cannot be easily optimized, your SEO specialist can still perform off-site optimization: the application of SEO techniques to a separate page or pages that are not part of a website. These pages might even be located in a different directory, on different servers, or even in a different country. The goal is to redirect users to the original website.
So, here is a crucial tip: If you're guiding the design and development process for your website, you should make sure that
the designer creates a site that can be easily optimized from the very beginning. If your website cannot be easily optimized, however, do not lost hope: your SEO specialist can still perform off-site optimization.