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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 Copy - Brand Identity Guru By Scott D. White Tips on writing great copy for your marketing efforts.It's just four steps that I call the Writing Path1. I create a deadline for something to be produced. This creates pressure that I think is very important. Because I write this e-newsletter-BIGNews every other week, I must find an idea and the time to write. If I didn't have a deadline looming, I think procrastination would be a lot easier.- Do you have a specific goal and a deadline? If not… 2. Marketing Lessons From TV’s "The Apprentice" By Debbie LaChusa Can we actually learn a marketing lesson from reality TV? In the case of Donald Trump’s “The Apprentice” I’d say we can.Advertising and marketing are creative disciplines. That's one reason I love working in marketing. Finding creative solutions that help clients sell their products and services is a fun way to make a living. Creativity is one of the great things about the marketing industry. But I’d argue it can also be its downfall. Too oft… 3. Fern Reiss's PublishingGame.com: Achieve Media Attention for Your Business By Fern Reiss Do you want to be quoted by the national press on a daily basis? (How much would that be worth to your business?) In the past six months, I've been quoted in The New York Times, The Wall Street Journal, The Washington Post, The International Herald Tribune, Entrepreneur, The Associated Press, PBS, Voice of America, Family Circle, Glamour, Redbook, Self, Health, Prevention, Parents, Parenting, Women’s World, First for Women, Newsday, Newsweek,… 4. Blogs and RSS - Why Do I Need This Stuff? Blogs and RSS - Why Do I Need This Stuff?by Keith ThompsonIf you've been under a rock for the last year or so it'spossible you might not have heard about blogs and RSS feeds.If you're like most of us, you've heard the buzz but mightnot've known what to make of it or what to do with it.Here's some answers.First RSS feeds. RSS, depending on who you ask, stands forReally Simple Syndication. This is a technology that enablesyou to bring fresh, consta… |