Are Search Engines Worth It Any More?
The "Number One" Question - the question that I (and probably every other Internet marketing expert on the planet) am most frequently asked:
"How do I get to be Number One in the search engines for widgets? After all, my company is the world's leading provider of widgets - it's ridiculous that these other nobody companies are coming up in search engines ahead of us . . . "
My response is almost always along the lines of:
"Forget that right now, and get a life!"
OK, so I am a little more tactful than that - and I do occasionally encourage an in-depth search engine optimization strategy, but usually I'll encourage clients to spend their website promotional budget in other ways.
Here are the main reasons why I'm not generally enthusiastic about free search engines:
1. You have to be really careful in choosing keywords
Many people make the mistake of focusing on very generic keywords. Not only are these even more difficult to get top placement in, but they also won't generate you targeted traffic.
A prospect approached me recently for help with a coaching site. This site promotes teleseminars to help clients implement life changes described in various motivational books. This prospect initially said that he wanted to be "Number One" on a search for "books".
I'd suggest this would be a virtually impossible challenge for any search engine optimizer. But in addition, someone searching for "books" is probably really looking for Amazon, or Barnes & Noble, and not my client's teleclasses. He could spend a lot of money for very few qualified leads.
2. You need to speak the language of your visitors
We all talk "geekspeak" - it's often second nature to us within our industry or area of expertise. And it's easy to forget that our prospects don't always use the same terminology. One of the most difficult areas in copywriting that I see is when technology sales people are trying to describe their products to a non-technical market - the result is usually incomprehensible!
But there's also the jargon that we use as a matter of pride, or because we've lost touch with how our markets think of us.
I worked recently with an association of plastic surgeons. They had their member database on their Web site, and wanted to attract visitors there to find a local practitioner.
Their "Number One" target keyword for the search engines was "rhinoplasty". Well, I can only spell this because I just looked it up for this article - but usually you and I in the general public would never think of that - of course, we'd be searching for . . . "nose jobs"!
The surgeons didn't like this at all from an academic standpoint. But they had to concede the point when I presented evidence on most common searches from Overture's very handy Search Term Suggestion Tool at http://inventory.overture.com/d/searchinventory/suggestion.
3. It's very passive marketing . . .
My most pressing argument for not spending too much time on free search engines is that it's a very passive form of marketing. You're relying on a prospective visitor waking up in the morning, and realizing that they need something that you might provide. Then, you're relying on them choosing the precise keywords that you've targeted for search engine optimization. It's a fairly hit or miss business.
When do I disagree with myself?
There are some exceptions to all this. I do believe that search engines are well worth it when you have a niche product or service with extremely unambiguous and well-defined keywords.
For example, an audience member in one of my recent programs was working on a Web site to sell some incredibly advanced yoyos. I did recommend a search engine strategy to him - after all, if someone puts in "yoyo" as a search term, they'd almost certainly be a qualified lead!
What do I do instead?
That's the subject of numerous other articles. To get you started, you can find twenty-three of my favourite techniques in my free tipsheet.
But in short, I much prefer aggressively seeking out sites where your target markets are likely to be reading, or searching for information. That way, you can proactively bring your ideas, products and services to them, in places where they are much more likely to be receptive and interested. And there are so many options for different budgets and campaign sizes, both online and offline.
So, are search engines worth it any more?
I'm not advocating ignoring search engines. And I do like the better paid models, such as Overture.
But I do suggest that you should be very clear about how much passive marketing you want to undertake, and whether the product or service that you're offering lends itself to this.
And if you do decide to optimize your site for search engines, pick the keywords that will be in the mindset of your customers . . . and be willing to settle for "Number Two" sometimes!
© 2003 Philippa Gamse. All rights reserved.
Philippa Gamse, CyberSpeaker, is a Web strategy consultant and professional speaker. Check out her free tipsheet for 23 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317.
Googleâ€™s John Mueller Speaks on SEO for Dark Mode Websites Search Engine Journal
Screaming Frog releases SEO Spider version 12.0 Search Engine Land
What Entrepreneurs Should Know About SEO Business.com
4 SEO Hacks for SaaS Inbound Marketing in 2020 MarTech Series
Video: Eric Enge on building and selling his SEO agency Search Engine Land
Can SEO Be Made Predictable? Search Engine Journal
Get The Complete 2020 Google SEO & Growth Hacking Bundle For A Massive 98% Limited Discount Offer â€“ Avail Now - Wccftech
Get The Complete 2020 Google SEO & Growth Hacking Bundle For A Massive 98% Limited Discount Offer â€“ Avail Now Wccftech
An Introduction to Python for Technical SEO Search Engine Journal
Moz launches Domain Analysis, free tool for SEO metrics Search Engine Land
5 Ways SEO Helps Marketers Work Smarter with Bigger Brands Search Engine Journal
Can SEO Have a Negative Effect? Search Engine Journal
10 Alternative Ways to Level Up Your SEO Skills Search Engine Journal
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
One Tool for Improving Image SEO for the Future Search Engine Journal
SEO: Expertise in 1 Area Can Lead to Weakness in Others Practical Ecommerce
The Top 4 Enterprise SEO Platform Tools: An In-Depth Review Search Engine Journal
BrightEdge promises â€˜self-driving SEOâ€™ with new Autopilot offering Search Engine Land
Redefining SEO in the Age of Digital Transformation Destination CRM
SEO from Expired Domains - DNW Podcast #258 Domain Name Wire
Multiple H1s wonâ€™t get in the way of your SEO, Google says Search Engine Land
Googleâ€™s John Mueller Asks Why SEOs Donâ€™t Publish Their Address Search Engine Journal
Leading Enterprise SEO Platform, Botify, Launches Prescriptive Intelligence & Activation - PRNewswire
Travel SEO: 8 Ways to Build Links & Get Press as a Travel Brand Search Engine Journal
7 SEO 'Rules' to Ignore for Ecommerce Practical Ecommerce
Should you do 100% of your SEO in-house? Search Engine Land
Baidu SEO: Content Delivery, Speed & Accessibility Search Engine Journal
How Often Should You Do an SEO Audit on Your Company Site? Business 2 Community
My experience with SEO Practical Ecommerce
How to Do Local SEO During the Holidays Search Engine Journal
What Is Forensic SEO? Search Engine Journal
SEO 2020: Top 15 Google Page Ranking Factors hypebot.com
SEO Company Winnipeg Search Engine People
BrightEdge Unveils New Technology That Puts SEO on Autopilot Search Engine Journal
How a content audit can improve your organic SEO performance Search Engine Land
Brian McDowell on Enterprise Ecommerce SEO, Mobile & Respect [PODCAST] Search Engine Journal
7 Coding Barriers to SEO Success Practical Ecommerce
Online Writing in 2020 & Beyond: 25 To-Dos & Not To-Dos Search Engine Journal
Top 5 tips to improve your local SEO Augusta Free Press
What Distributors Need to Know about SEO | 2019-10-07 Modern Distribution Management
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards - Business Wire
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards Business Wire
SEO Analyst Prolific North
Getting started with a terminal emulator for SEO programming Search Engine Land
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] - Search Engine Journal
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] Search Engine Journal
SEO Manager job with Creative Circle | 405148 mediabistro.com
SEO in 2020: How to Perfectly Optimize Your Website for Google [Infographic] Social Media Today
4 SEO tips for small businesses on a budget KnowTechie
GIVEAWAY: Win an SEJ SEO-Themed T-Shirt! Search Engine Journal
80 SEO & SEM Statistics That Prove the Power of Search [2019 Update] Business 2 Community
Is Google's Nofollow Change a Peek into SEO's Future? Practical Ecommerce
SEO Critique of 3 Ecommerce Blogs Practical Ecommerce
Basic SEO For A Cannabis Business Website mitechnews.com
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry - MarTech Series
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry MarTech Series
7 Free SEO Plug-ins for Chrome, and 3 Extras JumpFly PPC Advertising News
4 Things No One Tells You When You Start Your Own Marketing Business Search Engine Journal
WeWork Selling Conductor SEO Company Search Engine Journal
Google: HTML Sitemaps Not Worthwhile For SEO Purposes Search Engine Roundtable
Law Firm SEO Mistakes You Should Avoid Programming Insider
SEO Misinformation â€“ and How to Avoid It TechSpective
Using Topic Clusters to Improve Law Firm SEO Bigger Law Firm Magazine
Google Sept. 2019 Core Update â€˜weakerâ€™ than June core update Search Engine Land
SEO Tricks Applied to the World of Email Marketing Business 2 Community
Googleâ€™s John Mueller On Link Velocity and Penalties Search Engine Journal
IM Consultant Services Describes How SEO Can Help Louisville Businesses Grow Rapidly - StreetInsider.com
IM Consultant Services Describes How SEO Can Help Louisville Businesses Grow Rapidly StreetInsider.com
Google is Testing Search Results Without URLs Search Engine Journal
Seo Hyo Rim revealed to be dating veteran actress & 'Did You Eat?' castmate Kim Soo Mi's son - allkpop
Seo Hyo Rim revealed to be dating veteran actress & 'Did You Eat?' castmate Kim Soo Mi's son allkpop
Moz Develops New Metrics For SEO Analysis 10/14/2019 MediaPost Communications
September 2019 Google Update â€“ Winners and Losers Search Engine Journal
Get a $20 Amazon gift card when you sign up for Arcadia Power Android Central
Where Can I Get Backlinks to Improve SEO? Business 2 Community
First Page and Decathlon's traffic campaign partnership promises massive SEO performance boosts - Marketing Interactive
First Page and Decathlon's traffic campaign partnership promises massive SEO performance boosts Marketing Interactive
Top 10 CMS Features to Maximize Your Website Traffic & Revenue Search Engine Journal
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston - GazetteNET
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston GazetteNET
SEO Tricks For Email Marketers 10/17/2019 MediaPost Communications
Power Digital Marketing Acquires SEO Agency Factorial 10/18/2019 MediaPost Communications
Community remembers Adam Seo Argonaut
Watch Local SEO Experts Prank A Google Local Spammer Search Engine Roundtable
WordPress 5.3 Moves Closer to Valid HTML Search Engine Journal
Grad and his SEO employer are competing for a $25000 prize algonquintimes.com
Park Seo Joon's Manila Vlog Cosmopolitan Philippines
Top 2 Ways To Get Higher Rankings in Major Search Engines
Top 10 search engine rankings. Everybody wants it but a few achieve it.
Link Horse Trading For The PR Challenged
After 105 days Google finally updated PR. And it's about time.
Internet 2005: The Ten Billions Pages Search Engines
To see each and every page during 10 seconds would take 694 days 24/24. The leading search engines fight to be the first that oversteps this level.
Which Search Engine Optimization Services to choose, Google OR Yahoo?
Search Engine Optimization is emerging as the most powerful form of Internet Marketing in the recent years, and is bound to increase in the coming few years. Many companies have now emerged from countries like UK,CANADA, and India providing cost effective Search Engine Optimization Services.
Are You Making These Deadly SEO Mistakes?
Black Hat SEO: Web Spamming and Linking to Bad NeighborhoodsSo you want to exchange links with other web sites in order to get higher search engine rankings?So you want to create hundreds of auto-generated, keyword rich pages for your site?Before you go and link to every website that is willing to exchange links, it would be a good idea to know where not to link to. Sometimes it can mean not linking to your own sites.
Quick Keyword Research that Works!!!
Keywords are terms or words related to particular topic. Keyword research involves various aspects, for example; to find sales oriented keywords or to drive maximum qualified users to increase the online sales.
Meta Tag Tactics - Give Your Website Traffic a Boost with the Meta Tag Basics
Getting your site noticed by the search engines and rewarded with top rankings is most webmasters main goal, however there are a lot of different factors that play into what the search engines are looking for, including Meta tags. So, if you don't know anything about meta tags but are interested in learning about them so you can use them to possibly increase your rankings, then read the following basic tips regarding meta tags.
Answers Count - Matching Keyword and Phrase Density
What's more important to your business success - the question or the answer? Certainly, you want your questions to reflect what you are trying to find out. Obviously, your questions should be easily understood.
SEO -- Tips to Optimize Your Webpage to Compete for a High Ranking
Search engine optimization (SEO) is very important to websites. If you rank high in search engines, your website are shown to a huge number of target users.
SEO = Search Engine Optimization, tips on successful page ranking
One of the key things to remember when developing your web-site presence is to always evaluate your competition. See what's working for them; how they market their products and services, and even evaluate their KEYWORD and DISCRIPTION tags.
Beating the New Google AdWord Rules with Blogs and RSS
When Google Adwords first came on scene, it was not immediately apparent to most people how to utilize the system to create wealth, until John Carpenter popularised it with his Google Cash system, a book he wrote some time back.Since then, Google Adwords has become one of the main traffic generation tools for most affiliates.
How To Select The Right Keywords
Keyword SelectionThe most important component of search engine optimization is keyword selection. Search engines use key words and phrases to find and rank websites.
Search Engines: Different Types, Different Strategies
There are four basic types of Search Engines: Free Search EnginesPay-For-Inclusion Search EnginesPay-Per-Click (PPC) Search EnginesDirectories Because each type does things a little differently, you need to adapt your strategy to take advantage of their differences.Free Search EnginesYou can submit your pages to these engines free, but be careful.
2 Powerful Ways To Capitalize on Your Search Engine Traffic
Many marketers know that search engine marketing is among one of the best methods to get visitors to their websites. It's a profitable way to reach new subscribers and new customers.
Shopping Carts and SEO
Shopping and the Web. They go together like Mr.
High Search Engine Rankings - A Long Term Strategy
The last 1.5 years have shown major changes in search engine behavior across the board.
Use Keyword Articles for Search Engine Optimization
Search engine optimization is very important for your online business if you are interested in staying in business. The reason for this is most of the time the large search engines direct traffic to your website, however your website must include what the search engine is looking for in order for your web page to be returned as a result.
Free Search Engine Advertising: 10 Secret Ways To Indirectly Race To The Top Of Search Engines
Do you have a website that has little or no rankings in the major Search Engines: Yahoo. Msn, Aol, Netscape, Alltheweb and Google?Are you making little or no sales because you're getting little or no traffics?Welcome to the club.
Why is Search Engine Optimisation Expensive?
Many of our customers (http://www.internet-marketing-australia.
Search Engine Optimization (SEO) Strategy - Navigating the Dark Waters of Website Promotion
Creating a well-designed website is the first step in your internet marketing strategy that must be backed up with techniques designed to drive traffic to the website for successful, long-term results. You wouldn't consider opening a retail store in a major shopping mall without signage and you shouldn't consider having a nice looking website designed without expanding your web presence in order to be found on the internet.
|home | site map|