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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. What's Your Selling Sentence? By Mike McDaniel What's your Selling Sentence? If you have a business, you need a selling sentence.Sometimes called the Defining Sentence or the Secondary Statement, the Selling Sentence is the group of words that clarify and refine the the nature of your business when seen or heard with the name or logo of your business. You tell ‘em what you do for them' with your Selling Sentence.The Selling Sentence clearly differentiates your business in the eyes of your c… 2. 5 Marketing Lessons From the 'King of Make-up' - Max Factor By Adam Urbanski Did you know that Max Factor was a marketing genius? Yep, the Polish-born emigrant-turned-cosmetic-industry-giant virtually pioneered the make-up business as we know it today. And you won't believe the strategies he used to get the rich and famous of his era to clamor for his services and products.But what’s even more important is that his strategies can be simply replicated in your business to attract all the new and repeat clients you want. H… 3. Creative Emulation By Kevin Eikenberry In business we have a number of ways or tools that we use to stimulate improvement. Most of us could recite these in our sleep:• Brainstorming• Benchmarking• Problem solvingWhen these things fail, or we realize that perhaps there are better ways to do these approaches, we do the next likely thing and hire a consultant. (As a consultant, I am glad that people sometimes take this step).Each of these steps can be very valuable and powerful when … 4. Small Business Marketing: Overtaking Your Competitors Few businesses keep tabs on competitors, yet such knowledge can give you a distinctive competitive edge. Building a file on them, looking at everything from the customer's viewpoint and asking suppliers and employees what they know about them can be worthwhile. Keeping a jump ahead of the competition means knowing precisely what they are up to. Here are some tips to help you stay one, if not several, leaps ahead.Step 1 Get clear on your marketin… |