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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. The Miracle On 34th Street: Business, And Marketing Success Online I'm sure most of you have seen at one point in your lives, the movie 'Miracle on 34th Street'. Do you recall the scene where the Macy's Santa Claus tells one of the children that he should go to Gimbals' department store because they had exactly what the child wanted? The Owner of Macy's was furious at the Santa for sending a customer to the competition, but as we all know, in the end, the Santa's actions created a wealth of goodwill for Macy's.N… 2. Marketing Operations Elevates Communications and PR Pros Is your marketing department taking advantage of MOM and MRM? Do you have BAM and DAM systems in place? Do you know how to measure NPV? Do you even know what I'm talking about? If so, you may not be a 'Quant' (a marketing scientist or specialist in marketing analytics) but you're certainly ready to seize a leadership role and spur your company into the new world of Marketing Operations.Marketing Operations (AKA MOM or Marketing Operations Managem… 3. Build Relationships By George Torok Personal marketing makes it easier to sell, by building relationships nurtured on awareness, value and trust. Make your relationships more fruitful by making them personal. Use these powerful yet simple tips from the book, Secrets of Power Marketing; Canada's first guide to personal marketing for non-marketers.Say thank youEveryone wants to hear 'thank you'. The easiest way to say thank you is verbally - but the most powerful and memorable is w… 4. Inner Directed Marketing -- A New Way to Prosper in Tough Times One day many years ago I asked a man how he got new business. He replied, 'Angels hand out my business cards.' Yes, that's really what he said. I thought he was pretty strange, too, so I didn't pursue the matter with him. But I did notice that he seemed busy and prosperous. He was getting business, some how, some way. A year or so ago another man and I were talking. I asked him the same question. He answered, 'Mostly I get business by wishing for… |