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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. Mortgage Marketing to Realtors – Creating a Memorable Positioning Statement By Jeffrey Nelson Mortgage marketing to Realtors involves having a crystal clear position that establishes credibility, so that you can develop a consistent dialogue with prospects and guide them at every stage of the relationship building process.Declaring your position begins with creating a Positioning Statement. It is a no nonsense statement of how you want to be perceived. It provides direction and focuses around your claim of expertise. It answers the qu… 2. Top Five 2004 Required Marketing Tips Needed to Succeed By Catherine Franz When marketing your practice, as well as designing yourbrochure, web site, business card, flier, advertisement, orother marketing effort, we recommend investing the time andeffort needed to effectively address all these tips. Notone of them can be omitted. Tip 1. MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELF What looks good to you is not necessarily effective for yourdesired audience. This is the biggest mistake I see peoplemake over and … 3. How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing And The Psychology Of Selling - Part 5 Let's continue to discuss the various marketing principles that are involved in 'popcorn marketing':6. ExclusivityDuring the few hours that you're in the theatre, they have the market cornered by being the only ones to sell popcorn. They virtually eliminate the competition by not allowing outside food or drinks into the theatre.Being the only game it town offering a product in demand - without any real competition - is a great position to be in.H… 4. Small Business Marketing Tip – Putting the Customer First. By Rikki Arundel I am a great believer in the keeping to the basics – the totally obvious things that we all learn in Running Your Business 101, and then promptly forget. I often have people come up to me after a speech and say, “This is all blindingly obvious, just common sense.” And they are right, but my immediate response is always the say, “So are you doing it…?”This question is usually followed by a moment of silence before they explain they have moved … |