Getting the SEO Running

Image via Wikipedia

Most businesses with websites that I observe have made an effort to get everything in place but they haven’t optimized the pieces so that they all work together and create the synergy that increases traffic up to ten times what it is now.

A beautiful wheel without a car isn’t going far.

Not having a website optimized for key words means the competition comes up an equal amount of times in search queries. Having a video that doesn’t really have a focal point indicates an attempt to be “with it”, but maybe not achieving any results.

Having a face book page with no followers or a Twitter account with no entries is the result of someone saying “lets get one,” but no one saying “stay with it.” Having blogs that aren’t publicized or cross linked just under utilizes the original effort.

Putting it all together is like fueling a race car and starting the engine. One of the best conglomerations I have seen is www.SanMateoMortgageblog.com They have a city of interconnectivity and you could spend a few hours following around all their links.

Business is definitely getting the idea, now let’s just get the last 10%.

3 Essentials of SEO

Image by ok_qa via Flickr

Increasing Business from an Internet site requires a strategy to accomplish the following three tasks.

1> Optimize the website for reader interest, retention, and conversion.

2> Optimize the website for search engines. Each has a different criteria.

3> Attract customers to the site by using traditional and 2.0 tactics.

Businesses trying to drive business quickly can engage in Pay per click advertising. The ROI can be enhanced by using analytics to test for key words and target markets. At the same time the site has to be enhanced to retain and convert the visitors to the desired action.

Organic growth is achieved by synchronizing the business, key words, and queries so that visitors get what is promised and what they expect when they arrive. Secondly, it is achieved by using Social Media practices to create followers from the community at large. This can be achieved through blogs, articles, videos, pod casts, press releases, referrals from other sites, and interaction with social media sites and forums.

A well coordinated effort produces maximum effectiveness and ROI over the long term and will yield noticeable short term improvements.

Websites Could Open Like Blogs and Welcome Visitors

Image by Getty Images via Daylife

In the hundreds of website I visit, I find that where as they may have high degrees of functionality, they lack the welcoming and warmth that prevents a high bounce rate. Potential Customers have entered a search engine query and have lots of choices. If they pick your site, what is to retain them and make them feel they have made a good choice. I feel there should be more of a transition from searching to listening to what you have to say. Most sites have an immediate call to action. Whereas this approach might be too friendly for you, it expresses exactly what I think is too much formality on many sites asking visitors to make life changing decisions. The below welcome is on a residential mortgage blog that at least extends a welcome and tries to discover why the customer has visited.

Welcome to Home Buying Tuesdays!

Are you ready to buy a home, but don’t know where to start? Have questions about specific financing opportunities and programs? Looking to trade up, but aren’t sure about the market?

If the answer to any of these questions is yes, you’ve come to the right place.

The actual image can be seen at http:homebuyingtuesdays.com

If it were then to follow up with some immediate alternatives of how to get quick anwers to the visitors questions, it would have transitioned into the "take action" stage which is the goal of the site. I think websites should consider adding videos as a welcome, open with an instant chat window, a phone number to call for immediate assistance, or even a "sign up" to get information and a return call.

Establish a connection immediately and let the visitor know you have been waiting for them. You show there is humanity behind the technology, efficiency, and competence. They are concerned about who is behind the promises that are being made.

Are Companies Getting in Step with Social Media?

Image by Getty Images via Daylife

It becomes more evident everyday that big companies know social media is important although they are not always convinced. I see sites that have been created but are without follow up activity. "It's like there, we did it, now what?" If you want to see one organization beautifully integrated with their Facebook page observe www.Sambazon.com/facebook.

Companies evidently haven't seen the proof that it is important to build a community of followers and they probably aren't sure how that following is getting monetized. If you are an individual participating for your own or on your company's behalf, you are aware of the tremendous interaction that can occur.

In the article below partially reprinted from the Star On Line News we see evidence the largest companies are certainly paying it lip service. Noticeably lacking in the comments is any connection with increased sales as a result.

Until we are able to clearly measure the increase in revenues as we can from even pay per click, large companies are going to participate so as not to be left out of the conversation and classify it as excellent public relations and brand building.


"Big business turns to Twitter for marketing

By Heather Lalley,
Associated Press

Published: Friday, October 9, 2009 at 8:32 a.m.
Last Modified: Friday, October 9, 2009 at 8:32 a.m.


Multinational corporations, such as Ford Motor Co. and Coca-Cola Co., are beginning to use social media to increase positive sentiment, build customer rapport and correct misinformation, says Adam Brown, Coca-Cola's Atlanta-based director of social media.

"Having the world's most-recognized brand, we feel like there's an obligation or a responsibility when people are talking about us, we have a duty to respond," Brown says.

Best Buy Co. Inc. riled up the social-media world earlier this summer with a job posting that advertised for a senior manager of emerging media marketing. "

The #1 Way to Build Trust

Image by Getty Images via Daylife

If people didn’t resist sales presentations, everyone could be rich.

But the truth is, people get more skeptical every day. Too many businesses have taken advantage of consumers. When the consumer shops for something in which they do not consider themselves experts, their first instinct is to Run!

How Do You Earn Their Trust Right Away?

Talk about your product, but find a way to bring up some of the negative possibilities or shortcomings. If they know about them up front, they have the ability to weigh the positives and negatives. If you leave the negatives off the table they will need time to discover what they are. That usually sounds like “I’ll think about it” or I’ll leave your site and come back later.”

What is a Good Way to Present these negatives online?

The FAQ section is a great way to let the questions get asked and answered. This way they may think others have explored and come up with the important questions or that you are open to exploring problems people may face and even anticipate them.

What are the questions you need to provide for this forum?

1> Understand what the main concerns are about buying your products or services in the market place.
2> Understand what the main objections are about hitting the “Order” button for anything.
3> Understand what the main concerns are about dealing with you.
These answers depend a lot on the authority in the market place of the product or service. It depends on how familiar your purchasing process is to the visitor. It depends on how well branded you are. If the product is well branded the consumer has to find the best vendor. If your purchase sequence is familiar to them, they will feel more comfortable. If you are a known commodity, there is less concern about you disappointing them.

What Process are You Trying to Avoid?

Brian Tracey, one of the best “Sales” gurus I have found, has several CD’s on closing the sale. He says that 80% of sales are made after you have over come at least 5 objections. Most sales people and sites never try to close once.
If you read the long scroll down commerce sites you will notice that some of these experts are aware of what it takes to get a visitor to push the “Order” button on the first visit. After a few sentences they are offering you something for your email. After a short presentation they are showing an endorsement and asking you to order now.

Do they expect you to order so quickly?

No, but they are softening you up. But on the other hand, a lot of people visit you to buy, so why make them wait. Send them directly to the check out.
The rest of the process in the commerce site is more presentation, more endorsements, more requests for the order, then the bonuses for signing up today. After you’re through scrolling down the whole site you’re wringing wet. And even they probably have less than a 10% conversion rate. Can’t say they didn’t try.

What is the Problem they Know they Are Facing?

Buyers have lots of choices on what to spend their money
Buyers have lots of choices on who to give their money
Buyers would prefer to put off the decision
Buyers are worried about things they can’t even enumerate

Do these vendors address these issues?

Over and over. They have endorsements. They provide reasons why they are the best. They provide reasons why you should not pass up this deal today. They throw in sweeteners. They claim it’s a limited time offer.
Why Are They Embroiled in this Dance?
They haven’t addressed the visitors’ negative thinking straight up. They are trying to overcome it.

Do you have this much time on your site or even in person?

Probably not, so the most efficient process is to get all the negative thoughts on the table right away and if the buyer weighs them and can accept them, he moves forward on the spot.