Search Engine Optimization/Search Engine Marketing
* “People don’t watch TV ads any more,” said Brooks. They use TiVo or the remote control to bypass commercials. Same thing with print. He cited how a Washington, D.C., skin care spa regularly spent $495 on small print ads and acquired new customers for $111 each. Brooks’ applied Internet marketing techniques brought this down to $11 cost per acquisition.
* 83% of all companies do not have articulated Web strategies.
* For search engine optimization, think of the Yellow Pages model. Brooks called the Yellow Pages “the most successful marketing medium in the history of mercantilism.” The reason: They are category-organized and contain competitive information for consumers and businesses. When people look in the Yellow Pages for a product or service, they are very far along in the buying cycle, so conversion rates are huge. Example: It’s 100 degrees outside, your 80-year-old in-laws are down for the weekend and your central air conditioner is blowing hot air into the house. In the Yellow Pages you find a heating-air conditioning guy who will come over in 20 minutes, and you buy on the spot. Conversion is instantaneous. Translating this simple concept into search engine marketing—using hot-button keywords and having your company come up in the top 10 Google listings—is the name of the game and a highly complex task.
* It takes a minimum of three to six months, very hard work and many hours to get ranked.
* It’s imperative to understand how spiders work. Spiders are programs that crawl all over the Web, automatically sucking up stories and URLs and adding them to the giant, ever-expanding encyclopedia of Internet content. Ranking criteria: relevancy, freshness of content and unique value. If spiders detect one or more of these, they will be back every three days. If nothing new shows up for a while, they come back every 10 days. If still nothing new, they don’t come back at all. Spiders recognize words—ideally profitable keywords—not images. Flash is death on a landing page; if it takes eight seconds to load, forget it. For spiders to return, it is imperative to create keyword-focused content—pages with 250 words of copy. That means you should create at least one press release a quarter and ideally one a month. Write a blog. Become a member of a forum or community that gets readers back to your site. (But avoid overt contextual plugs.) If you can get people to mention your site and include a hyperlink, that is an implied testimonial. Spiders like that lots.