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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. Time for A Marketing Tune-up By Michele Schermerhorn If you have been in business any length of time, I can assure you that habits, not conscious thought, are guiding your marketing actions. Many business people are great optimists, or they probably wouldn’t have gotten into the game to begin with. They keep doing everything they’ve ever done in the hope that one day it will produce results. STOP! It’s time to get the brain back in the game!If you are like most people, each time you come across a… 2. Your Headlines Are Key To Your Success Or Failure. Do You Know What To Write? By George Dodge Most professional copywriters would say that headlines account for 80% percent of more of the effectiveness of an ad or sales letter.After all, it's the headline that gets your reader to stop and read further into your sales copy. If the headline fails, then the entire ad or sale copy fails.So with headline creation being of such importance, are you giving your headlines the time and effort they are worth?Writing good headlines is a skill that… 3. Postcards: Awareness Tool or Selling Tool? By Martha Retallick Are postcards better for building awareness or for selling?In my opinion, the answer to the above question is, "They can do both jobs. It depends on what type of business you're in."My own perspective is that of the Web and graphic designer who must distinguish herself from the hordes of other designers out there. I do this by keeping my name in front of my clients and prospects with postcards. Over the years, this approach has brought me quite… 4. Gain Increased Sales By Telling True Stories By Carol Bentley Everyone loves a story. Listen to any conversation – especially in social situations – and at some point someone will tell a story. About something they’ve experienced, read about, heard or saw.That’s why newspapers sell; magazines sell; people watch TV programmes and newscasts; read books; listen to the radio. The ‘human interest’ captures our attention, our imagination and our curiosity to know ‘how things turned out’.YOU CAN USE THIS HUMA… |