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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. Marketing Effectively to More Than One Audience What's a small business owner to do if they have more than one audience to market to? Perhaps they need to attract clients but they also need to recruit business partners or vendors. Do they need two marketing plans or can they use one plan that tries to address both aspects?This is a great question that applies to many different types of businesses who find they need to market to more than one group of people. You only need one marketing plan. H… 2. Mastering the ABCD's of Small Business Marketing & Selling By Kevin P. Dervin I believe that small business marketing and selling follows a certain flow. The pace of the flow may differ depending on what you’re selling, but I still see the flow for virtually every small business. If you acknowledge and understand the flow for your own business then you can implement processes and systems to work within the flow. I call it Mastering the ABCD’s of marketing and selling.Attention. The first step in the flow for attracting n… 3. Promoting Your Local Business #1 - Preparation By James Deibele Own a small business? Want more customers? It’s easy, fast and very inexpensive to promote your business on the internet.Things that you should have ready:#1: accurate, current information on your business. Much of the data online about local businesses comes from phone books. The phone books are either scanned and optical character recognition (OCR) used to read it or the pages are physically or via a scan to low-wage parts of the world. There… 4. 10 Surefire Ways to Add Sizzle to Your Brochures By Shannon Cherry Businesses rely on brochures as their front line in communicating their products or services. Yet according to Shannon Cherry, APR, many find them not as successful because they underestimate the skills and resources necessary to publish attractive and effective materials.“Most people forget a brochure is important because it represents you to the world and reflects your image,” says Cherry, president of Cherry Communications, a public relation… |