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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 7 Areas of Marketing Waste - Are You Committing These Marketing Sins? By Debbie Jenkins If you want to reduce waste and grow your business it can be useful to know where to look. Marketing waste is usually most apparent in these 7 key areas:1. Activity (over production)2. People (over capacity)3. Processes (over complication)4. Waiting (poor communication)5. Excessive Communication Costs6. Trial and Error7. Excessive Lead Costs1. Activity (over production)Too many people doing too many different things. Thousands of brochures prod… 2. Marketing to Women -- Can I Buy You A Clue? By Denise O'Berry A while back a small business owner paid me a visit. He wanted help marketing his fitness business to women. Before we even started talking, he handed me his business card. The card was very professional and said all the right things. But it also included a huge blunder.He was pretty smart to target women as prospects for his business. After all, experts say that in the average household women control over two thirds, 75 percent, of the finance… 3. Maximize Your Lead Generation Efforts by "Recycling" Your Leads By Ed Gandia The basic lead generation process is pretty much the same from company to company. Inquiries come in…they’re qualified…and then sent to the sales team. Some turn into customers. Some don’t.Which means that, over time, every organization ends up with a pile of prospects that either disengaged during the sales cycle (for whatever reason)…or decided to go with a competitor.So here’s the big question: is anyone in your company following up with… 4. Have You Tried Cause Marketing? By Kevin Stirtz To help promote your small business or professional practice, consider tearing a page out of the corporate marketing playbook. For years big companies have partnered with nonprofits to co-promote their brands. And it has worked well because they keep doing it.In fact, since 1990, cause related marketing (also called corporate partnering) has grown 800%, according the Cause Marketing Forum. It’s expected to reach $1.8 billion in spending in 2005… |