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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. 20 Tricks to Help Get That Envelope Opened By DeAnna Spencer When your envelopes aren't opened, you can't make money! Before you can get an order, the recipient of your mailing package must first open the envelope. Unfortunately, many recipients of direct mail simply discard the material without opening the envelope.Because of the high costs of printing, envelopes, and postage, your mailing package represents a sizable investment. You simply can't afford to make this investment, and then have your sal… 2. Skip Christmas This Year. Do Give-Thanks Marketing Instead November is the perfect time to let your customers or clients know that you appreciate their business. And did you know that doing so can be a very effective marketing tactic? November is a great time to send out Thanksgiving cards to show your appreciation to your current customers, vendors, business partners, or anyone who refers business your way. You can also send cards to prospects. They will appreciate the thought, particularly when they re… 3. Customer Retention with a Personal Touch By Tony Valle Personal contact with customers is a crucial element in the success of any new business – and it’s one of the most common casualties of growth. As a company grows, the president tends to fade away into his or her office. That can lead to loss of leverage right at the point when a company is starting to take off and needs it most.The danger is that the company can become just another faceless entity that the customer deals with every day. Thi… 4. Coupons that Work By Bette Daoust, Ph.D. Turn a coupon into a business card (or vice versa).Coupons are seen everywhere; you clip them from the newspaper to save on groceries, you get them in the mail to save on brand name items, you even get packages in the form of booklets delivered to your door. Almost everyone believes in doing coupons. I always look to see if a restaurant I love is having a promotion and if my favorite ice cream is on sale at the grocery store, and I imagine that… |