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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. Effective Lead Generation By Julie Chance How to Gain your Prospective Clients’ Attention and Generate the Leads You Need to Make Your Business a SuccessIf you’ve ever tried to get a child who is engrossed in their favorite video to do another task you know you must first get their attention. Often the best way to do this is to use their name so they realize you are speaking directly to them. The process of effective lead generation requires that we communicate with many prospective … 2. When AdSense Goes AWOL When AdSense Goes AWOLBy D.J. NassyNo matter how hard you work to optimize your page, there are going to be times when Google just can’t figure out which AdSense ad to deliver, so it defaults to delivering a PSA (Public Service Ad) instead. Now I don’t have any problem with charities, but I give to the ones that I choose to give to. Since I don’t have a non-profit license of my own, the goal of my web site is to make money and I depend on Google… 3. How Did You Hear About Us? By Kevin Stirtz One of the best things you can do for your business is to ask new customers how they found out about you. But when you do this, don’t expect to get accurate information.I know this sounds strange, but it makes sense, I promise.If you make decisions about how to promote your business, then obviously you want to know how your customers find out about your business. So, you ask. The trouble is the information you get when you ask this questions is… 4. CRM: Strategic Engine or Just Another Tool? By Kelly O'Brien CRM…strategic engine or just another technology tool? How would you answer this question about your company's CRM initiative? It depends on how honest you are in answering some other questions, including:Do your people have real decision-making power to provide great customer service?Do you have the right people with the right knowledge and skills?Are you including people across the board, not just in your customer service and call centers?The … |