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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. Identify The Ideal Target Audience With These 5 Tips By Debbie LaChusa Narrowing your focus to one primary group of people is often difficult for small business owners. They want to help everyone — and very often their product or service CAN help a variety of people.It also goes against human nature to narrow your focus in order to grow a business. Common sense seems to tell us if we want to grow our business big, we need to appeal to more people.In reality the opposite is true. When we narrow our focus to a parti… 2. Beyond Fear And Greed: Emotions That Sell By Lisa Packer Fear and Greed. The stock-in-trade of sales. Appeal to them, and your success is assured. But isn’t there more to life than those two emotions?Yes, there is. And your marketing would do well to expand its emotional horizons! Let’s take a look at a few of the other response-generating feelings:Curiosity: “What never… ever to eat on an airplane!” That headline is from the super-successful sales letter for Bottom Line newsletter subscriptions. You… 3. The "X" Factor By Kevin McElligott So you've invested more time than you ever believed possible on your website and in optimizing the pages for the search engines. Having sacrificed weekends and holidays, you've ensured that your site ranks in the Top 10.Eagerly, you monitor your site's progress as it slowly makes its way up the rankings. Day after day, you run searches on Google, Yahoo, MSN & other major engines to locate your site. Over time, you gradually achieve higher rank… 4. What's Your Marketing Weak Link? By Greg Roworth Your marketing weak link could be undermining the rest of your marketing. It is vital that each link in your marketing system supports and builds upon the previous link. Each link must bring your customer closer to the next sale. Any link that takes the customer further away from the sale, makes your marketing program inefficient and causes you to lose money.There are many areas where the system can break down and cause expensive waste of pot… |