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The best part is, it didn’t cost you anything (except time and elbow grease) to get to the top of her results. Unless, of course you paid for someone else’s time and elbow grease. Even so, you’ve got a sale and your customer got what she was looking for. Sounds like the classic win-win situation. So, what’s not to love about Search Engine Optimization (SEO)? Plenty – if your efforts stop there. Because getting your site to the top of the search result heap is only half the battle. Leave the other half un-fought, and you’re actually doing yourself more harm than good. Lets not forget that the ultimate goal of this whole exercise is to eventually make sales. And last I checked, search engine spiders weren’t spending a whole lot of money. When an actual human being gets to your site and sees a page designed for a robot she feels a bit used. Kind of like being pitched to by the used car salesman in the polyester suit. She reads copy that, rather than telling her how she might benefit from what you have to offer, repeats variations of her search term over and over. This tells her you don’t care about her, you only want her money. She clicks away and searches some more. This hurts you in at least three ways: 1.You lose the sale. So you don’t make any money. 2.She still visited, as did everyone else sucked in by your high placement. Depending on your hosting arrangement, you could be paying for more traffic. So you may actually lose money. 3.Most importantly, your prospect now has a negative impression of you. Even if you clean up your act she’s less likely to ever click on your link again. It’s called negative branding and, you guessed it: It causes you to lose money. It also has the potential of hurting you even more in the future, as search engine spiders are getting smarter every day. Not only do they eventually catch on if you mindlessly repeat phrases to trick them, they also notice if searchers are always coming back to the results in a hurry because you weren’t what they were looking for. If that is the case, they won’t continue to recommend you so highly. It takes more time and more effort to develop content that is both human and spider friendly. But not doing so can actually do you more harm than good.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Marketing a Private Practice: Mistake #1: Trying to Be All Things To All People By Juliet Austin When healing professionals market their practice, they often attempt to cover all bases by trying to appeal to all types of people with all sorts of problems. Often this stems from a fear that if you don’t attract everyone you won’t fill your private practice.While there are successful generalists out there, in the current competitive market it is wise to target your marketing efforts to a specific population(s) you want to work with.Why is thi… 2. Promotional Magnets: Promotion that Sticks By Cindy Carrera Some people are happy with just a business card. For others it’s not enough to be glanced at once and packed away. They want to be attached to something that you have to open in order to eat and therefore live.This association with survival is what promotional magnets offer. Often attached to the refrigerator, that focal point of the modern home, these little promotional items stick, both literally and figuratively.Promotional magnets also have… 3. Beat the Holiday Sales Blues With These Festive Marketing Ideas The holidays can be a tough time of year for some businesses. Let’s face it, if you are not in a retail business tied to the holidays, odds are your business dips this time of year. It’s a natural phenomenon - consumers are preoccupied and busy so they tend to put off purchases and decisions that they don’t absolutely have to make, until the first of the year. So what can you do to drum up some business so December isn’t a total bust? Well I alwa… 4. Lead Generation: What Is It worth? By Sharon Drew Morgen Our business environment has changed dramatically. Companies must now be disciplined and market-driven if they want to stay alive. They must do more - much more - than create a buzz, or have a well-known brand. Just read the papers: the stock and balance sheets of brand names have plummeted faster, in some cases, than the unknown companies.As a result the sales discipline is moving into a new-found call to action for lead generation. If you don… |