I have had a lot of conversations over past couple of years about social media and online marketing that makes me believe that many people do not understand how everything is tied together in your online marketing plan. This week I’ve talked about a holistic approach to social media marketing and today I’d like to address a common misconception about Keywords and SEO or Search Engine Optimization.
I can get you on the first page of Google:
“You look like a bright young man,” the tall distinguished gentleman at a networking event says to me as he puts his arm around my shoulder. I’m 55 and I think I look a little dull but I’m flattered by the complement. “What would you say if I told you my company could get your website on the first page of Google?” “I would say that is pretty incredible. How long would that take?” “Oh, we can do it in the first week,” he tells me. “I see,” I say, “and how do you do that?” The distinguished gentleman looks a bit taken aback. “Well I don’t know, we have IT specialist who take care of all of that. We don’t need to know exactly how they do that. To tell you the truth, it’s all a bit magic to me; I don’t even have an e-mail account. But I guarantee you as long as you subscribe to our service your web site will be at the top of the Google search results. By the way, you look like a bright young man. Our company is looking for bright young men like you who want to make money. All you have to do is tell people about this amazing way they can get on the top of Google searches and the money rolls in.” “Gee,” I say, “I really don’t want to make any money.”
The only problem with these “black-box” solutions to getting high Google rankings is that they don’t last. Once you’ve stopped paying for the service the results drop off because you didn’t build real search engine authority by building up real content, using keywords in a consistent and responsible manner and building link authority. Using tricks to generate search engine results never lasts over the long run. Google and the other search engines are constantly looking at how people try to scam the system and endeavor to provide results for genuinely useful sites. Besides, what exactly are you ranking for? Are you actually ranking for the keywords that your potential customers are looking for?
The other problem with ranking high on search results is that it is only part of the puzzle. When someone sees your link on the search results page will they read a description that accurately describes what they will find on your page? Does the link bring them back to your home page or to a page that is more relevant to their search? For example if someone were searching for advice on rhododendrons and the link brought them back to your main page about your landscaping business, with no mention of rhododendrons, do you think they will stay and search your web site for the great blog you wrote about rhododendrons? No, they will move on. The search results need to relate to what is on your page.
The other part of the puzzle is what will you do with people when they do visit your site? Is there a call to action? Is there a way to contact you if they want to do business? Can they subscribe to your blog or follow you on Twitter? Is there something that will encourage the visitor to engage with you and return to your site? Everything is related with your online marketing strategy. Nothing, not even keywords, are isolated.
If you would like a free evaluation of your website to see how it ranks in search engine results contact Image Media Partners for a free evaluation.
Photo Credit: jdurham, morgueFile Free Photo