What is Local Search Engine Optimization and Who Are Your Relatives?

Written by Kathleen Jerauld-Brack

Your business website is finally up and now comesrepparttar task of getting found onrepparttar 134939 incredibly huge Internet neighborhood.

Where to begin?

Well,repparttar 134940 first thing most people do is head for a major search engine like Google, or Yahoo. And while that is a good idea, there is much to learn before laying out those precious dollars on ads and clicks. Most of us become totally confused onrepparttar 134941 breadth of information we must learn in order to be savvy marketers usingrepparttar 134942 search engines. And, if you are busy running your business 150% ofrepparttar 134943 time, who hasrepparttar 134944 time?

The first rule we all like is ‘keep it simple”. So start off modestly and testrepparttar 134945 waters as you go. Identify your market. Do your customers come from all overrepparttar 134946 country, or mostly from nearby areas?

For most brick and mortar businesses onrepparttar 134947 Internet, your bread and butter still comes fromrepparttar 134948 local neighborhoods and adjoining states.

So try this:

After developing a strong list of keywords related to your specific business, look for other attractions that are geographically near your business as well.

For instance, is there a state park near you? If you sell hiking boots and there is a state park near you, wouldn’t it make sense to target those people looking forrepparttar 134949 state park? Won’t they need hiking boots? Add some ‘state parks in your area’ related keywords to your list.

Say you live in Jamestown and you sell fishing gear. Wouldn’t it make sense to take advantage ofrepparttar 134950 presence of some ofrepparttar 134951 other popular things related torepparttar 134952 water attractions in your same area? People who are looking for fishing gear also look for boats, boat supplies, life preservers, local marinas andrepparttar 134953 like. You won’t need to use really specific keywords like ‘The Fish and Bones Marina in Jamestown’ for instance, just add something general like ‘marinas near Jamestown’ in your keyword list. Fishermen (and fisherwomen), who are planning to come to your area to fish, are more likely type in ‘marinas in Jamestown’ than a specific marina name anyway if they are new torepparttar 134954 area. Their results will not only showrepparttar 134955 marinas in Jamestown, but your fishing gear business as well, underrepparttar 134956 same keywords. Later, when they need fishing gear, they will already be familiar with your business name. Target more attractions and they will see your name again and again.

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.

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