…owning a brand new car but not having any tires. It might look great, but you aren’t going to go anywhere.
Search engine optimization leapt out of obscurity several years ago and it has raced to the forefront on the online marketing industry. Acronyms like PPC, PPA, and SEO are tossed around like rice at a wedding, but what does it all mean to the average business owner and their website?
Well what good is having a Web site if no one is seeing it? Just putting your business name on a Web site is no longer good enough to generate the kind of traffic you need to be successful.
You need to focus some attention on various online advertising methods, and this means acronyms: SEO, PPA and PPC.
In case you aren’t already aware of what they stand for, those are “search engine optimization”, “pay per action” and “pay per click”. Each represents a different approach to online marketing, although PPA and PPC are quite similar.
Any great marketing campaign should include a number of facets, and I’m certainly not discrediting PPA and PPC. You can run into problems with any type of advertising though, as you can read about cases of PPC fraud here if you’d like.
With that said, I turn my attention to SEO. Why? Well USA SEO Pros is a professional search engine optimization company, based in Las Vegas. I use SEO techniques on almost a daily basis, from my own personal blog at home to my personal Facebook and Twitter accounts. It’s remarkable how some choice key words and geographical targeting can boost my Twitter followers! Don’t believe me? Check out my Gmail trash. I’ve blurred out my information since it is my personal email, but every time I make an SEO post, I get another 5 or so followers…
So business owners, how can you make this work for you? Well, you can make a concerted effort to learn everything there is to know about search engine optimization. It takes a fair amount of time, and because the rules are constantly changing, it means you really have to keep up on it.
You can also opt to have your “web guy” do it. But I think you’ll quickly find that’s not the best result. Collyn Floyd has some choice words for that on the blog post titled 9 Common SEO Myths.
That leaves hiring a professional SEO company. Any form of advertising should be viewed as an investment in your business. Just imagine what a huge increase in traffic to your site can yield…more visitors…more sales!
Proper search engine optimization goes far beyond just a keyword or two on your site. You need to provide your visitors with quality content that engages the reader. Ideally you should maintain a blog and keep rotating content through your site throughout the year. Static sites are a thing of the past. Google, Yahoo and MSN respond much more favorably to Web sites that offer visitors a forum to discuss topics or a blog to respond to.
Research should be done into the right key words to be used on a site. For every industry, certain key words rank differently on various search engines. Some key words are exceedingly difficult to rank well due to the sheer number of sites that use it. Go to Google.com and type in “free money”. Last I checked there were 189 million sites listed.
The point is that you shouldn’t approach online marketing with a half-hearted effort. Consider how you would like your business to succeed and the web traffic you’ll need to get there. You wouldn’t try to drive without wheels on your car. Please don’t try to run a website without giving consideration to solid SEO techniques!
By: Zack S.