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“Owning your business category online
is more than just a few keywords…
Is your website broken?”
Let’s face it, the Internet is a crowded place… and it’s becoming even more crowded as you read this. Your business can’t stand still online, and you can’t afford to look backwards. Qualified, targeted traffic generation is what we all desire. Owning your category online goes a long way in providing just that.
It’s not about just looking forward, but moving forward and taking some ownership. Every business online today is worried about being found in the Top 10 Search Engines and Directories for their products or services - and they should be! Statistics still make them (search engines) the number one stop for all surfers.
But, just for a moment let’s imagine that these search engines and directories provide the most relevant results. That’s right, let’s just say for the sake of this article, that they all work extremely well. O.K?
Now, since we believe that our products or services are way more relevant than those companies listed above us in (today’s) search engines results - we have to admit something is wrong… but remember, the search engines are perfect.
We all know you can buy your keywords in Google and Overture right? Does that make you the best? (not.) Do surfers know this? (Yes.) Does it make your business (your website) any more relevant? (No.) It does put businesses with a larger budget at the top of the pile again, that’s all. Is this why many of us don’t click on sponsored links? (Ahem…)
If the search engines were (are) perfect, then let’s get back to something else being wrong. Hmmm, my website must be broken! Wow, somebody is actually staying with me here.. My website must be broken?
Why else would all those “other” websites be showing up ahead of my business when people search for my products/services/information? Don’t these people know we are the experts? (nope.) Don’t they know our products are superior? (nope.) Can’t they see the skill we employ and our dedication to employee and customer service? (nope.) Haven’t they read the reviews? (probably…)
So, in an effort to help you “own your category online”, here’s some suggestions to assist your business in getting ahead of those “other” websites and putting your business where it rightly belongs! If you already employ all these practices, we commend you. But if you find yourself behind, these tips can help your company without having to become a Webmaster or a Search Engine Marketing Professional. Pass these on to your Marketing Team and get better results and recognition starting today!
Do: Research the search terms (keywords) that people would use in seeking out your offerings. You can start with Wordtracker and the search terms you first come up with.
Wordtracker will help you locate terms that are similar to your terms in meaning and search. It is a tool that gives you an *idea of what the general terms people are using, and how many searches are taking place on these terms… * that’s another book though. This is a great starting point and the trial really is free!
Tip: Do not just ‘look-up’ your company name, - prospective customers or vendors or partners are not looking you up by your ‘company name’ in Google - they don’t know it yet…? Surfer’s have become quite good at ’searching’. Be specific and general. You can also learn who you have to beat online! - Who’s kicking your butt when people search for your product or service online? That first page of results is your market share online!
Do: Make sure you have a *keyword specific “Title” for every webpage that’s relevant to the content on that page (*keyword specific, not keyword stuffed).
Page Title; Top of the screen, blue ‘title’ bar (in explorer). I still see thousands of websites with “Homepage” in the title bar, or “MyOneHotBusiness.com” and just that phrase or ‘Title’ is repeated throughout every page on their website! Each page in your website is (content) unique - make it’s ‘Title’ unique too! Or call your webmaster with new “titles” for each of your website pages. Different values are placed on this “page title” from the different search engines and directories.
Tip: Add “Chicago, Chicagoland, Illinois” to the end of your Title (your city, state). This helps in regional search queries.
Do: Have at least 200 words of (content specific) text on the pages of importance (homepage, category pages, etc.).
This is what the engines and directories DO read, these words and links are how the engines interpret what’s on this page. Images or pictures of words or “ads” are not “read” so-to-speak. Make this text content highly relevant to the topic (product or service) on this page.
Tip: Put your fancy Flash commercial on a link from your homepage and put up a content relevant page of your best text instead! Visitors will still look at your commercial if you tell us it’s cool, but don’t force us to watch it! - That’s not what we came for. This Flash file does almost nothing for search engines and directories.
Do: Have yourself or your professional staff write articles on their specific area of expertise in product or service. Make these articles a webpage with relevant links to the product or service directly.
Short of hiring a Search Engine Marketing Consultant or a Professional Copywriter, these detailed articles if rich and full of relevant content, are the exact pages that will generate you the most qualified and targeted visitor to your business! Once these ‘article pages’ are crawled (indexed) by the search engines you will be pleasantly surprised to see that (now) you are a more relevant search result.
(Not to be confused with ‘links’ or ‘reciprocal linking programs’ - your (article) webpages are much more “read” and effective in sending the reader to your site, or keeping them there, not to mention the branding opportunities)
These articles not only show your business as an authority, they prove it in words and information for the reader, me, a human. These concise type articles are an excellent way to gain exposure, recognition (branding), traffic, and yes, even sales. You said you were an authority, now prove it.
Tip: Submit these articles to other online and offline publications and Ezine’s. You make them available to other websites just for leaving your Author and link intact. There are businesses craving this type of content for their website’s success! Your business website will begin receiving quality traffic from every website that posts your company’s article(s)! Now there’s a strong statement.
Do: Include your URL (www.) in every piece of material you print - every piece of traditional advertising you already pay for!
Every week I read through different newspapers and magazines - I can’t believe how many businesses forget to put their web address in that Advertisement they paid for. You pay big bucks for a quarter page ad or whatever, and then never mention your website!?! Which is open 24/7/365 - and that Tribune is just around for two days! Start your marketing return on investment right there!
Tip: Offer a website only promotion or coupon in your Ads to generate further interest and traffic to your specific offer web pages!
Do: Ask visitors to “Bookmark your site” or “Tell a friend” or “Send this article to a friend”…
Your visitors don’t always think of it, so just ask them? Bookmarks not only increase return visitors, but they also give you a vote of confidence in providing something worthwhile… even if that’s a return trip! This does not have to be bold and obnoxious either, a simple button saying “Bookmark Us” will do on any business website.
Do: Be Patient. All search engines and directories have different timeframes for updates, changes and new submissions.
After making changes or additions to your site, allow 90 days after initial submission for realistic results to begin showing in the major search engines and search directories.
Owning your category online is more than just a few keywords. Don’t just say you do all these things!
Do: Go and check!
Tip: Go and check again!
Because if you do your best with these few suggestions - your website will show up higher in the search results for those relevant terms you selected. You’ll be hundreds of websites ahead, and getting more qualified visitors too. There’s much more to owning your category online, but every business should be employing these “level one” marketing concepts.
There, now we can stop imagining that the search engines are perfect.
Good Luck.
Written by and Copyright © Scott Sedwick
http://www.hyperformancemedia.com
About The Author
Scott is the Founder and Sr. Project Manager for
Hyperformance Media, Inc. a website marketing company
since 1996. His 24+ years experience in the computer
industry can help your business succeed online!
Copyright SS
ss@hyperformancemedia.com
http://www.hyperformancemedia.com
Search Engine Optimisation stands out as the Answer to Generating Revenue in the Recession.
This is a proven fact that might seriously whet your appetite for supporting your organization on the internet applying Search engine optimisation tactics.
This past year on the web customer spend grew by 55%
This is a considerable number taking into consideration the economic factors we’re struggling with.
In actual fact it represents a huge sum of money and cut of that business may easily be yours with the help of a solid internet marketing methodology along with a smart seo advisor.
Why I state easily is that incredibly, very few websites have been actually optimised for the keyword phrases which their consumers select to look for services & products.
Thanks to this theyre missing out on tons of of opportunities as well as dropped sales revenue.
One of the best ways to visualise not being optimised for your target audience is usually to think about it like this.
A web site not set up for the major search engines is considered to be akin to having a boarded up high street front - in these difficult times this is business suicide but youd be shocked about the quantity of business sites are built like that!
So it is not any coincidence that intelligent firms are usually changing a lot more of their finances to on-line forms of marketing as the economic situation becomes a whole lot worse.
Therefore you can now ask - why spend money on marketing on the internet and there is a simple answer to this.
Website marketing is often a lot more targeted and this is the genuine advantage for business owners around Derby which focus on the local area only. You may specify precisely what search phrases you would like to be found for and tailor your websites to make sure you fulfill the demands of your visitors when they arrive.
Should you set your web site and digital marketing up adequately, typically your customers are going to be looking for precisely what you supply, it is simply then down to how effectively your website makes the sale.
Second, electronic marketing and advertising is usually really trackable. What this means is you, could save extraordinary amounts of money by only investing in marketing and web development which is confirmed to provide you with a successful return.
The opportunity to set up your site to become lazer targeted on your buyers utilizing search engine optimisation methods is right here now - all you need to recognize is the best way to make it happen.
As Google has gained in their search reputation the past few years, many webmasters have added a Google search box to their pages. This is meant to provide a quick path for visitors to continue their search, should they not find what they’re looking for on the original site. To help these webmasters provide even more service to their visitors, Google is currently beta-testing a new feature called Site-Flavored Google Search.
A site-flavored search will allow searchers to view results more closely related to the site where they started their search. For example, a webmaster for an auto parts site can fill out a profile to tell Google about their site. Searchers from that site can then use the Google search form to view search results more closely related to automotive topics than a general search might provide. A search from that site for “oil” might return information about the various types and brands of automotive engine oil, while a generic Google search might return broader business-related results from oil refiners and industry sites.
When a visitor performs a site-flavored Google search, some results may display with a small graphic of colored balls. This graphic is an indication to the searcher that Google determined the result next to it was relevant to their search. This is an option that is set by the webmaster in the site-flavored search profile. Note that a user’s browser must be relatively new (IE5 or higher, NS5 or higher, or Mozilla 1.4 or higher), and they must have Javascript enabled, in order to use site-flavored search.
About The Author
Jakob Jelling is the founder of http://www.sitetube.com. Visit his website for the latest on planning, building, promoting and maintaining websites.
It’s reasonable to state that this year, search engine optimization finally became a familiar buzzword used in marketing circles, and is now a familiar practice employed by companies wishing to promote their website. Even so, just a couple of years ago, SEO was seen as an unethical practice. And now, how affairs have altered: now search engine optimization expects a larger group of talents in ethical spheres : content writing, marketing a website across social networks like Facebook and Twitter, and even link baiting (by composing fantastic or controversial content that acquires links from other sites).
Search engines have likewise grown to be much more refined than just valuing links from other websites to set rankings : they can observe for how many minutes people browse your website for, how many pages they browse, and by and large how “sticky” your website is.
And still, naturally backlinks are still important to decide search engine rankings, and because of this you must make your website a superb resource that people want to link to.
If you cannot wait a long time to get good rankings, you can apply Pay Per Click (PPC) campaigning. What is Pay Per Click? This is a scheme where businesses bid a certain cost for each time the advertisement is clicked on. The total one bids for counts on the keywords that in actuality activate the showing of your advertisement in the search engines. Keywords are fundamental to the targeting of the individuals that click on your advertizements, and so Pay Per Click is a fantastic way to discover which keywords convert to sales and those that aren’t efficacious. If you are armed with this data, you can then pinpoint those keywords in your search engine optimization strategy as well.
We recommend you hire a managed pay per click service provider initially, and gain knowledge and experience from their strategy and tactics. In this way you’re not only putting your site in the hands of professional people, you can in addition acquire knowledge from them as well.