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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. Dramatically Improve Your Marketing Results With These 6 Simple Steps What if there were things you could start doing now that could help you to market more successfully in the future? Even if you didn’t have your marketing act together over the past year. Well, there are.(1) Review your past marketing activities and resultsTake some time to review all of your marketing activities and try to understand which ones worked best. And when I say “worked best” I mean, which ones resulted in more clients, more customers, … 2. Hiring a Marketing Company? If They Can't or Won't Tell You a Measurable Result... RUN! By Alan Boyer Have any of you hired a marketing firm and are still waiting for the results…maybe even months later? You should be seeing results right away or you've gone to the wrong place.Direct marketing produces right away. Branding takes longer...a lot longer. Learn to tell the difference.One of the things I keep telling my business clients is that you don’t do anything that you can’t measure. So, before we ever decide to do any step, marketing, sales, … 3. Does Your Marketing Plan Include A Crystal Ball? It Should By Debbie LaChusa Are there times you wish you had a crystal ball?If you could only see how things were going to turn out, it would be so much easier to make the correct decisions now.What marketing activities should you do? How much should you spend on marketing? What products and services should you put the most marketing muscle behind?Instead we're forced to make decisions on a daily basis, hoping those decisions will lead us to where we want to go and … 4. Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away By Maria Marsala Many service business owners these days are "giving away" their business services – and then wonder why people aren't hiring them in droves. In the name of "marketing," business owners are providing way too much information for free. Some shifts in thinking are necessary if these business owners expect to be in business years from now. Even trained coaches, I believe, do too much pro-bono work. Why? They say that they need to practice, but the … |