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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. Supercharge Your Traffic and Sales With Direct Targeting Tactics The usual article format for a product usually goes like this: introduction, features, a sprinkling of sales copy and then a closing statement to encourage people to buy. But then what? The reality is that one article alone isn't going to sweep the web and result in massive profits, especially if you're competing for inclusion in article directories amongst 100's of other people who might be writing about the same product. This is not to say that… 2. How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing And The Psychology Of Selling - Part 2 Could buying popcorn in a theatre be a 'conditioned' response? Could it be that people are 'trained' to believe that movies and popcorn go 'hand in hand' - and that one without the other is....'incomplete?' And, therefore, price is just not an issue at all?What a powerful place to be as a marketer, wouldn't you agree?Of course, there are some customers who fall in the above group yet still aren't completely happy with the experience. They still e… 3. Is CRM Technology Living Up To the Hype? By Mark Levit Over the last few years the buzz about CRM (Customer Relationship Management) has grown extensively. It seems that every Sales & Marketing executive is talking about it. A study conducted by Jupiter Media Metrix found that U.S. businesses spent more than $5.2 billion in CRM technology software in 2001, a number that is expected to rise to $8.7 billion by 2006. CRM spending has been growing considerably, especially in financial services, retail,… 4. Gravitational Marketing for Small Businesses - First Law: Why Your Marketing Doesn't Work By Jimmy Vee Traditional Sales and Marketing Tactics are DEAD!In your heart and in your mind you already know this is true. That's why we've come together…you're seeking a solution.What you're doing is not working the way it should be – or the way it once did.There was a time when just doing a good job was enough to stimulate word-of-mouth or running an ad or sending a mailer could get you some leads and deals. That's not the case anymore.You want – and hav… |