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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. How to Write Irresistible Promotional Pieces that Attract More and Better Clients By Dawn Josephson Whether you’re creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but that also compels your prospects to contact you. A well-written promotional piece entices people to seek out more information, whether it be via a phone call, an e-mail, or an in-person visit. A good promotional piece also showcases your professionalism and your… 2. The First Rule of CRM for Financial Services By Kelly O'Brien Things have to change. Cross selling is not going to happen simply by installing new CRM technology. A corresponding movement from a transaction mentality to the underlying CRM principle of focusing on the long-term relationship is required. What does this mean for financial services? Stop pushing products and start building relationships.The Consumer's PerspectiveLet's take a look from the consumer's perspective. Financial illiteracy is alive … 3. How Price Gouging Can Hurt Your Business By Paul Johnson "Price gouging" is an emotional, inflammatory term. Everyone is against it, but only buyers, angry over excessive profit-taking, proclaim it. As a seller, how can you reap the profit rewards you deserve without being accused of price gouging?From a marketer’s perspective, attaching a price tag to a product or service is always an agonizing experience. What is the right price? This question is hotly debated in meeting rooms around the world ever… 4. The Battle of Positioning -- Altruism or Paranoia? By Don Price Competition in the past has embodied such beliefs of “kill or get killed” which has fostered paranoia with many individuals and companies. Our competitive thinking has been to: defend, hoard, knock off competition, defame and win at any cost. A view propagated by Intel’s Andy Grove that, “only the paranoid survive.”Do we prosper more from paranoia or can we actually prosper more from altruistic behavior by entering into relationships of reci… |