Web Marketing
Here is some insight gained from years of experience
providing these services to our own clients.
1) SE marketing works and drives low cost ROI - over 85%
of most surfers utilize engines to find goods and services.
2) Its a zero sum game if you use any of the "we
submit
to thousands" of search-engines service companies, as
these submissions do absolutely nothing to drive viable
rankings. You must be near the top to get any sales.
3) Be careful out there. This advice fits well in the
SE marketing world
- its digital warfare out there for rankings.
Significant resources are starting to flow into this
market as well, raising the bar and making it fiercely
competitive.
4) Stringent keyword analysis for the HTML text is the
underlying foundation of a successful Web Ranking
campaign - it's analogous to the importance of
ad copy for a conventional print campaign. Most good SE
firms use a commercial database service which enables
them to carefully analyze the relative popularity of
keywords and then build a submissions and optimization
process around selected keywords.
5) The actual Title for your pages will also have a
significant impact on whether or not a campaign works.
It needs to be the right length, typically 6-8 words,
have no hyperbole, and pique a searcher's curiosity.
6) Contrary to endless marketing hype there are no quick
solutions in this form of interactive marketing - it
will take at least 1-2 months before you see any
immediate results. And, for significant results; i.e.
page 1-3 listings via top tier engines add another 2-3
months on top of this on average.
7) Nobody can guarantee absolute results in this market,
if they do, then ask them for a bottle of snake oil!
The only thing we can guarantee our clients are detailed
reports of what we are doing and some references to
other successful campaigns - it's a leap of faith, like
most marketing expenditures.
8) Web site content development impacts good SE
rankings. You need to develop content which is relevant
to keywords. We use linguistic analysis software for our
clients and then build a standalone "stealth web site"
which has content expressly designed for SE spiders
(bots). But, this level of sophistication and
proprietary process is expensive and time-consuming, but
very effective.
9) Remember the Armand Hammer quote about Russia? "An
enigma wrapped inside a box buried deep in the ocean."
This is apropos to the Web marketing specialist world, as the top
tier SE's all change their submission rules and
algorithms a on a regular basis. So, hire a SE firm that
understands the market - it can be very frustrating
doing it on your own and in many cases unproductive!
Total
Domains Registered World Wide:
112 million (www.domainstats.com)
92% of surfers don't go past the third page when looking for information.
80% of all Internet users rely on searches to locate sites. Source:
Georgia Institute of Technology.
