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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. Using Seminars to Market Your Accounting, Consulting or Tax Practice By Kirk Ward Seminar marketing is one of the most productive and cost-effective ways to build your financial practice!You can:• Obtain an implied endorsement of you and your practice through sponsorship • Increase your visibility in the community and develop long-term relationships with small businesses organizations • Present seminars to large groups of qualified prospects with similar needs • Utilize a systematic marketing process • Reduce your marketing … 2. Three Simple Keys Will Make Your Customers Stick By Denise O'Berry Do you spend a lot of time and energy courting prospective new customers, hoping to pump up your bottom line? If so, you're probably missing an untapped source of sales that exists right inside your company -- there's truth in the statement that your customer list is your most valuable asset.There's a gold mine of opportunities to make easier sales and create a loyal following of customers that will return time and again by using your existing … 3. The "M-Word" By Kelly O'Brien It was a real eye-opener to hear the perceptions people have about what it means to market professional services, as well as the anxiety the "m-word" (marketing) conjures up. It reminded me that, just because professional service providers have a lot of expertise in their chosen field, it doesn't mean they have the same level of understanding about the business of growing a practice.As a matter of fact, expertise can get in the way of being a g… 4. Beyond Fear And Greed: Emotions That Sell By Lisa Packer Fear and Greed. The stock-in-trade of sales. Appeal to them, and your success is assured. But isn’t there more to life than those two emotions?Yes, there is. And your marketing would do well to expand its emotional horizons! Let’s take a look at a few of the other response-generating feelings:Curiosity: “What never… ever to eat on an airplane!” That headline is from the super-successful sales letter for Bottom Line newsletter subscriptions. You… |