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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. Peek a Boo - We See You -- 7 Trade Show Tips for Marketing Managers By Julia O'Connor Peek a Boo - We See YouDoes your company have a description for a full-time job that says "Stand in the booth and hand out brochures."?Doubt it."Working the booth" often falls to the person closest to the show site, or part of a sales team. So, staffing for trade shows might be haphazard, considered a reward for sales performance, or based on corporate marketing criteria.Then the question becomes how many people in a booth and what should they… 2. Wrong Product for a Conceived Market By John T Jones, Ph.D. Big corporations make mistakes all the time. They can take higher risks than small businesses because they have more resources to fall back on than do small businesses. A disaster can wipe a small business. It happens all the time.Big businesses lose money in different ways.For example, one company that I was familiar with had a brainstorm in the boardroom. They could protect themselves from fluctuations in the gold market by buying and selling… 3. The 5 Musts of Marketing By Helaine Iris For most of the small business owners I work with, marketing has become the equivalent of a four-letter word. Inevitably, when I ask the question, "Do you have a marketing plan?" or "What marketing activities do you engage in?" I get the full gamut of responses from the proverbial deer in the headlights stare, to a vociferous, "I hate marketing, it's the least favorite part of my business!"After years of witnessing this reaction, and learning a… 4. 14 Serious Mistakes of Your Tourism Brochure Marketing Strategy By David Kan This is a long article with many parts of interesting skills and knowledge and up to now is the best article about brochure marketing in the world; In fact, it's the first chapter of Advanced Tourism Brochure Marketing Package published by T-IM.com ; therefor, its content is also great for any businesses which have a marketing brochure.This article is so comprehensive and has 2 parts:Part 1: The first 7 serious brochure marketing mistakesPart 2… |