Search Engine Optimization... The Newest Frontier For Lead Generation
You've undoubtedly heard the buzz word "search engine optimization" (SEO). But what exactly is it? SEO, also known as search engine placement, is using relevant keywords and design techniques to maximize your site's ability to be found or better ranked on Internet search engines and directories. Simply put: SEO makes it easier for Internet users to locate your business on the Internet.
"Without search engine placement, it is (virtually) impossible to be found online," says Claudia Schumann, president and CEO of
BESTPLACE CORPORATION.
About 169,400,000 Americans access the Internet, with 92 percent of them querying search engineslike Yahoo, Google and MSN, according to leading researcher Nielsen Netratings. And about 80% of all traffic to Websites and 70% of all online purchases start at search engines, reports the eMarketing Association.
Obviously, SEO can supply your Website with a steady stream of pre-qualified prospects who have literally taken action to find your product and services. Traditional forms of marketing generally don't offer this benefit. Plus, tighter restrictions and over saturation are weakening the impact of direct marketing, telemarketing and tradeshows. This makes SEO an increasingly favorable alternative for targeting prospects.
Think of SEO in terms of fishing. There's a stream of fish (prospects) always looking for different search terms that match what you sell. If you don't have your line in the water, you won't catch any fish. They'll end up at your competitor's Website. If your line
is
in the water, you may not catch all the fish — but at least you'll have an opportunity to capture some of them. Right now there are any number of prospects performing searches for your key words, with or with out you. Question is: are they finding you or your competitors?
Evolution of SEO Strategies
Search engine marketing is both an art and science that has evolved from one of today's fast-growing mediums. "It took radio 30 years, from 1922 to 1952, to reach 50 million users," Ms. Schumann explains. "Television required 13 years to do the same thing. And it took the Internet only five years to reach an estimated 100 million users and revolutionize the ways in which firms market and provide customer service," she adds.
Over the years, search engine marketing has become more competitive and complex. In the early days, there were only a handful of search engines and Websites online. Site listings generally were easy and free to achieve simply by adding Meta tags to your Website and submitting it to search engines.
Now, there are millions of Websites jockeying for top positioning among thousands of search engines. More expertise and sophisticated tools are essential for optimal search engine performance. And paid placement and pay-per-click Google and Overture listings are the fastest route to the most visible rankings.
A Well-Written eNewsletter Enhances SEO—And Sales
SEO is clearly a valuable tool for driving potential customers to your Website. But before you invest marketing dollars in this area, consider creating a professional eNewsletter to help you fully capitalize on your SEO efforts. A well-written eNewsletter can not only provide information about your products and services, but it can also supply valuable sales insight that can lead to more customers and profits.
Plus, Ms. Schumann says, an eNewsletter will enhance your chances for top placement in spider-driven engines like Google, which use computer software to "read" and index Web content. "One of the most important criteria to reach high rankings in spider-driven search engines is targeted content," she explains. "Since the spider scans a Website for relevancy in content, an eNewsletter would be a great source to serve "spider-friendly" content. In the business, we call that spider food."
From SearchEngineWatch.com, here are three of the top factors that currently affect search engine placement:
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Keyword Selection and Positioning – Place the right keywords in the right position within the page content and Meta tags.
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Meta Tags – Include an effective Title tag, Meta Keyword tag and Meta Description tag.
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Reciprocal Links – Build relevant reciprocal links from high-traffic Websites. Links from newsletters, directories and sources also help.
To learn more about the benefits of using an eNewsletter to enhance your SEO program and sales,
email Proven Systems Corp.
or call
970-223-6565. |
