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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. Work Smarter: New Opportunities with Internet Market Research By Ken Jurina The most integral part of any marketing initiative is market research. Comprehensive market research identifies the wants and needs of your potential target market, but also provides information that creates strategic and informative business decisions to target your most profitable market.Market Research CollectionWhere does this information come from? What are the most common means of conducting market research? Focus groups and questionnaire… 2. Marketing Tricks or Treats By Charlie Cook If you live in the U.S., at the end of October you'll be preparing for a stream of young children to come to your door on Halloween. One by one or in groups of friends, they'll ring the bell and shout, "Trick or Treat".To avoid having them actually play a trick on us, you bribe these youngsters with a selection of mini candy bars. You could offer them healthy treats like apples or small boxes of raisins or you could try something novel like tel… 3. Marketing Messages: Your 10 Most Important Business Principles By Rose Hill As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.No matter whether or not you do both of these activities or only one of them, you need to know what messages you want to convey to your audience.That's why you need to create a list of your 10 Most Important Business Principles (MIBP). Without them, your marketing efforts will be too diffuse to really grab the attention of your intende… 4. How to Turn More Referrals Into Paying Clients By Adam Urbanski 60% of all small business owners, sales and solo-professionals claim that more than half of their new business comes from referrals. Yet when asked about the process they so successfully use to get those referrals and turn them into paying clients, most will have a puzzled, deer-in-the-headlights, stupefied look on their face, and keep quiet. Only a handful of professionals can clearly articulate where their referrals consistently come from an… |