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Don't Hire Search Engine Experts
Many companies try to do search engine optimization "in-house",
even though optimization has become so complex that many
in-house experts make serious mistakes. Why does this matter?
The vast majority of Internet users use search engines to find
products and services. If your site isn't designed and
optimized properly and submitted to search engines on a regular
basis, your chances of getting listed are little to none. So
why do companies insist on designing and marketing their own
Reason/Excuse One: We can do
Do you have someone "in-house" who is good with computers?
Perhaps your IT department manager or even the person who
designed your website. You may think that because they "know
about computers" that they can get your site designed and listed
on search engines. The problem is that your website is a
marketing tool, not a technology project. These people may be
able to create a website that functions correctly, but will it
close a sale?
Over the years search engines
have gotten much smarter about website submissions and have
changed how and when they will index your site. This makes it
more difficult to get a site listed. They also change what they
look for on a regular basis. Some tactics that worked a few
years ago will actually hurt your rankings today.
Search engine experts subscribe to several on-line newsletters,
read the latest books, and have the experience of marketing
several websites. Chances are your "in-house" expert already has
a full-time job and more pressing duties. Do they really have
time to not only do the actual submission and redesign but also
to keep up with all the changes?
Reason/Excuse Two: We
purchased a program that will submit our site for us.
Just like the saying says "If it's too good to be true, it
probably is". Thinking that a low-cost program will take care of
optimizing your site and then submitting it is a fairy
tale. You have most likely seen ads for software programs that
claim to "submit your site to hundreds of engines". These claims
simply are not true, or they submit to search engines that no
one uses and only exist to collect contact information to
The major search engines (Yahoo!,
Google, MSN) do not accept automatic submissions (which is what
these programs do). They require you to either pay a fee to be
listed or have a "ransom note" submission. Basically what that
means is that when you submit your site you must type in a code
that appears in the form of a graphic. Programs can't read these
graphics so they never know the code is there. If the code is
not typed in correctly the submission is never made. This
"ransom note" system exists for the sole reason of rejecting
Reason/Excuse Three: Too
expensive to hire an experts
Optimization and site submission is generally far cheaper than
other forms of marketing when you consider the number of people
you can reach. Let's say you run a half page ad in the
newspaper for one day at a cost of $800.00. Sure 200,000 people
read the paper, but how many of those people are interested in
your services? Of those that are interested, how many will
"stumble across" your ad? With on-line marketing, paying an
expert will get your site listed on the top search engines,
giving you exposure to millions of potential buyers - buyers who
expressed an interest in your services. Plus by using your
website logs, you will know the exact number of people that
visited your site and "read your ad".
Reason/Excuse Four: You can't
figure the return on investment (ROI)
You can easily budget your on-line marketing and figure the ROI
if you know a few key figures:
- How many times was
your search term or phrase searched on in a month? (Overture.com
is one source for this information).
- What is your percent
of sales on your website? (Take the number of sales
and divide by the number of visitors).
- What is the amount
of your average sale?
Cross & Oberlie
produces campaign items such as lawn signs, bumper stickers, and window
site seems to be getting less traffic. Why?
|If you have
noticed a drop in website traffic and sales, you are not
alone. Unless you have changed something about
your site (META tags, less on-line marketing, etc) then
the culprit behind the decreased traffic is...
People are not indoors sitting in front of their computers, they are out
enjoying the weather.
After the sixth client
asked me why their website traffic has dropped, I
decided it was time to do some research. I also figured
our readers may have the same concerns, so I decided to
share what I found. What I found was that less people
are searching the Internet, which translates into less
traffic to your site, which translates into less sales.
Here are some statistics I found on Overture.com
concerning the number of searches that were done on a
particular search term.
|business start up
From the chart above, you
can see how much Internet traffic has dropped. I believe that once
the weather turns bad again (which here in Wisconsin will be sooner then
we think) Internet traffic will increase, including
traffic to your site.
My recommendations to my
clients have been to take this time and revisit your website design and
purpose. Update the information on the site and give it a fresh
look. This way when people are "surfing" again, your site
will better catch their eye and their dollars.
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