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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. Client or Customer? There Really Is A Difference By Larry Galler Some people use the words “client” and “customer” interchangeably or generically. I’d like you to think a little about these important words because there is a significant difference – one that can have huge impact upon your long-term business.According to Merriam-Webster:Client: One that is under the protection of anotherCustomer: One that purchases a commodity or serviceHere’s the distinction:In a client / vendor relationship, the buyer is … 2. Beyond Repair: The Fixed-price Model By Steve Pickard Don't get me wrong. I certainly don't think the majority of vendors who use a fixed-price model are trying to rip you off. In fact, when I started my business that's the way we worked—which is why we have such great insight into the flaws in the system. But there needs to be a transparency to the work. You need to know exactly what you're getting, how long it takes, and how much it costs. You need to know that you're only paying for time actual… 3. Newsletters are Marketing Machines! By Wendy Maynard Is your business publishing a print or e-newsletter? An informative publication is a great way to stay in touch with your customers and leads. It also reinforces your expertise in your industry. You can give your readers tips and advice. You can also give them updates about company news and information about your products or services. Both can help drive repeat business to your website. It also reminds people that you are still available the ne… 4. Contrarian Marketing at Benetton's By Robert Abbott Perhaps, with apologies to Dale Carnegie, we should call this article: "How to make enemies AND influence people."The subject: United Colors of Benetton's campaign to promote its clothing, using photos and stories about death row prisoners in the U.S. It's what journalist James Bone of the Times of London called the "latest in a string of deliberately provocative campaigns".In an age when most advertisers try their hardest to avoid offending an… |