If one types in “SEO” in Google, you’ll notice a wide variety of sponsored ads from vendors guaranteeing anything from a first page ranking for your website to automated submission software that comes with testimonials of wild success.

There’s only one problem - logistically speaking - because there are only a handful of top positions available for any given keyword, it’s highly unlikely that one would be able to just hire an SEO consultant or buy software that will get anyone anywhere on a search engine results page. It’s like promising to sell someone undeveloped beach-front property in Newport Beach, California. Vendors can promise all they want, but there’s no more beach in Newport left to develop!

Many small business owners who scoff at late-night infomercials promising “get-rich-with-no-money-down” instructional DVDs are willing to believe that they can do a few hours of research on Google, speak to a few different SEO consultants, and then choose one that will get them ranked #3 for a term that is likely worth hundreds of thousands or even millions of dollars in potential annual commerce.

Wikipedia defines snake-oil as an expression that applies metaphorically, “to any product with exaggerated marketing but questionable or unverifiable quality.” And as in the classic 1936 movie, “Poppy” (in which W.C. Fields played a con-man selling a miracle cure) people are willing to believe in something unbelievable because they want so desperately to believe.

As any ethical SEO consultant would tell you, ranking is a matter of writing a lot of great content, building lots of relevant back-links, and continually building on the overall scale and popularity of a website. And the process not only takes years (to get top ranking for a prize term anyway) but most of the burden of writing popular content and getting other websites to link to yours is a matter of good-old fashioned creative writing and intensive business development. Most of this falls on the website owner’s shoulders – not an SEO consultant ‘s.

So what are the keys to building a successful web-business through Search Engine Marketing? Usually it’s a combination of running Pay-per-Click ads, leveraging web analytics software, starting a long-term SEO campaign with long term expectations, and good public relations. All of which requires work, investments, and potentially the guidance of marketing professionals. Because on the web, as in life, there are no short-cuts or miracle cures.