The Myth of Rankings - Beyond Search Engine Optimization

Written by Scott Buresh

What follows is a condensed version of a conversation that happens all too frequently when I am approached by a prospect interested in search engine optimization (SEO):

Prospect: We need our website optimized, because we aren’t showing up for any searches. Me: What searches have you tried? Prospect: We don’t show up for ANYTHING. Me: Why do you want to show up in searches? Prospect: Well, it seems like we should. Our competitors do, and our website is WAY better than theirs. Me: But, really, what would you stand to gain from showing up prominently in search engine results? Prospect: Well, we could get more people who are looking for our products or services to find out about us. Me: So, what you are saying is that increasing your search engine results could help you to increase sales and awareness? Prospect: Yes. Me: Now we’re onrepparttar right track. Since your goals are to increase sales and awareness, have you thought about not only improving your search engine rankings, but also getting more people to take an action on your site that leads to a sale, getting more people to read your press releases or whitepapers so that they can consistently associate your company with your offering, or sending your prospects a regular newsletter to reinforce your name and expertise? Prospect: Didn’t you hear me? Our website is great. We just don’t show up for searches.

And so it goes.

A consistent problem withrepparttar 134921 “ranking-centric” mindset demonstrated above is that it doesn’t reflect a powerful rationale for getting involved in SEO. Where isrepparttar 134922 true business case? What tangible results are desired? In general, if a prospect can’t explain what he or she hopes to achieve beyond “higher rankings” or “more traffic,” we’ll first try to educate, and, if that person can’t move beyond these base subjects, we’ll kindly refer them elsewhere.

More and more frequently, people are getting into SEO forrepparttar 134923 wrong reasons (and sometimes for no real reason at all). Achieving high rankings for targeted keyphrases, while an admirable and worthwhile goal, is really only a small piece ofrepparttar 134924 entire online marketing puzzle. In this article, we’ll discuss a few additional, but equally vital, pieces.

Website Conversion

Website conversion isrepparttar 134925 art and science of getting more ofrepparttar 134926 people who come to your website to takerepparttar 134927 action that you want them to take – fill out your contact form, read your whitepapers, sign up for your newsletter, or (inrepparttar 134928 case of e-commerce) buy something. For a company that is trying to build offline business, this action is typically something that gets prospects intorepparttar 134929 sales pipeline through some form of online registration. For a company or organization that is trying to build awareness, this action can be a number of things – getting visitors to a certain page ofrepparttar 134930 site, getting them to stay longer atrepparttar 134931 site, or getting them to tell a friend aboutrepparttar 134932 site. The critical point that is commonly overlooked in a ranking-centric mindset is that no number of high search engine positions will addressrepparttar 134933 real problem if your website is not serving as an effective marketing and sales tool. And, as I have said many times before,repparttar 134934 overall net effect of raising your conversion rate from one to two percent isrepparttar 134935 same net effect as doubling your traffic, and it is almost always easier. Increasingrepparttar 134936 number of visitors to a site that does not convert them effectively is like pumping high performance gasoline into a car with engine trouble – it might helprepparttar 134937 car to run a little bit better, but if you’d done repairs before addingrepparttar 134938 premium fuel, it really would have hummed.

Online PR

Your website is only one potential online destination where people can find out about your company, and a typical user will regard your site as an advertisement since you have complete control overrepparttar 134939 content. With optimized press releases and expert articles, however, you can have your company name mentioned on popular news sites and industry portals, where credibility is more inherent.

Award double-whammy for bigmouthmedia

Written by Heather Luscombe

Bigmouthmedia,repparttar award-winning Search Engine Marketing Company, today scooped a second award in just two weeks when it picked up a ‘Best Performing Company’ award atrepparttar 134892 Business Excellence Awards run byrepparttar 134893 Edinburgh Evening News.

The agency beat off stiff competition from other Scottish companies to winrepparttar 134894 award which was announced at a lunchtime ceremony inrepparttar 134895 Scottish capital on Friday.

Steve Leach, bigmouthmedia’s MD said “We’re delighted to pick up our second Business Excellence Award, and our second award in under a fortnight. Edinburgh has a wealth of business talent so we’re very proud to have come out top. This has already been an amazing year for bigmouthmedia with a five-fold increase in turnover predicted this year. It’s fair to say that business is booming. I’d like to say a big a big ‘thank you’ to my excellent team. It’s all down to them really”

The award comes at an exciting time for bigmouthmedia, in a year which has already seenrepparttar 134896 company doublerepparttar 134897 team based at their Edinburgh headquarters, and winrepparttar 134898 public and industry vote for ‘Best Use of Search’ atrepparttar 134899 prestigious digital marketing awards,repparttar 134900 Netimperatives.Bigmouthmedia is based in Leith, Edinburgh, with offices in London and Madrid, and is headed up by Steve Leach and Lyndsay Menzies.

Cont'd on page 2 ==> © 2005
Terms of Use