It’s a marketing dream come true: A potential customer, looking for what you have to offer, types a few words into her favorite search engine and voila! She is led directly to your website where she can go from “prospect” to “customer.”
The best part is, it didn’t cost you anything (except time and elbow grease) to get to top of her results. Unless, of course you paid for someone else’s time and elbow grease. Even so, you’ve got a sale and your customer got what she was looking for. Sounds like classic win-win situation.
So, what’s not to love about Search Engine Optimization (SEO)?
Plenty – if your efforts stop there. Because getting your site to top of search result heap is only half battle. Leave other half un-fought, and you’re actually doing yourself more harm than good.
Lets not forget that ultimate goal of this whole exercise is to eventually make sales. And last I checked, search engine spiders weren’t spending a whole lot of money.
When an actual human being gets to your site and sees a page designed for a robot she feels a bit used. Kind of like being pitched to by used car salesman in polyester suit. She reads copy that, rather than telling her how she might benefit from what you have to offer, repeats variations of her search term over and over. This tells her you don’t care about her, you only want her money. She clicks away and searches some more.