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What Your S E O Strategist Won t Tell You
aybe you own your own believable, memorable
business, or perhaps presentation.
you're a critical cog in
the corporate machinery 3. Unlock the Conventional Wisdom
responsible for marketing your Straightjacket
company, brand, product or Driving traffic to your site is
service. If that describes you, great, if those visitors stay
here's eighteen things you need long enough to find out why they
to know about Web-marketing but should be doing business with
were afraid to believe. you. If your website traffic is
leaving as fast as it's arriving,
1. Time To Be Heard maybe search engine optimization
Your mother told you 'children isn't the answer you've been
should be seen and not heard,' looking for.
but you're not a kid anymore. So
why are you listening to all 4. Linking Your Way To Obscurity
those guys telling you not to use You know the reciprocal linking
audio on your website. If you strategy everyone is talking
want to deliver a lot of content about as a way to generate leads?
that people will remember, try Did you ever consider that each
letting your website do the link to another website is an
talking. invitation to leave your site? Is
that really what you want - to
2. There's Nothing Like the Real invite people to leave? I think
Thing not!
In a world of virtual everything
there's nothing like the real 5. Your Company's Voice Is It's
thing. The sound and image of Personality
real people delivering your Give your company a professional
marketing message makes it a voice, with a finely crafted
script delivered by a
professional voice-over announcer 8. Nobody Ever Bored Anybody Into
that presents a compelling, Buying
memorable marketing message and a The vast majority of website text
unique brand personality. Or do is boring, unimaginative and
it yourself and sound like an self-promoting. If you don't
amateur. The choice is yours. present a compelling focused
story then you are just wasting
6. Addressing Ass-backwards peoples' time. Seduce your
Priorities audience with an informative,
If your website design firm is entertaining, and memorable
twisting your marketing message presentation created by marketing
out of shape to conform to the professionals.
technical 'technique du jour'
that only looks good in one 9. Too Much of Good Thing, Isn't
popular browser, then you hired So Good
the wrong guys. It's not about You were worried about load times
technology; it's about and search engine optimization so
communication. you dumped most of your images
and multimedia and proceeded to
7. Text-Ads Are Dead. Long Live put enough text on your site that
Web-Video would take a month to study; but
Squeezing your marketing message have you considered whether
into a pay-per-click text-ad is anybody is ever going to actually
like trying to attract leads read that stuff? And that's
using one of those newspaper real assuming people could ever find
estate ads where every word needs what they were looking for in the
to be decoded. Start first place.
communicating with a Web-video
that tells a story - your story. 10. Stop Hiding Behind Your Email
Address they were there.
You've got a killer website. It
tells visitors everything. All 12. Inform. Enlighten. Persuade.
they have to do is place an Knowledge is today's high-value
order. But wait … somebody has a commodity. If you have a set of
question. So they go to your skills that people want to
contact page and find an email acquire, then you've got
address. No contact name. No something to sell: something to
address and no phone number. build a business around. But if
You've provided a Q&A, an FAQ, you don't know how to present
and a list of technical specs. that knowledge to an audience,
What more do they want? Well, then your skills are
what they want is to talk to unmarketable. If you want to get
somebody to make sure you're paid for what you know, you
legit and if they have a problem better find out how to deliver
that you'll stand behind what your content.
you're selling. Silly them.
13. It's Not About Numbers; It's
11. Do You Suffer From Redundant About Quality
Redux Reflux? It's not the number of hits you
Search engines love content. They get on your website, it's how
index all your text, searching long visitors stay on your site
for keywords and phrases. So what and how much information they
do you do? You repeat and repeat retain after they leave that
stuff, over and over to make sure counts. It's about the quality of
the search engines understand traffic not the quantity. And the
what you're all about. To bad all best way to create quality
your Web-visitors get indigestion traffic is to provide easy to
from reading your redundant copy find, easy to understand, easy to
and leave because they forgot why remember content.
16. Even Cows Have Brands
14. Don't Play Constant S.E.O. If you've got a business, you've
Catch-up got a brand. We're not just
Every time an S.E.O. whiz kid talking about a logo. We're
comes up with a trick to beat the talking about every thing you do:
search engine algorithms, the your website, your print
experts at the search engines collaterals, everything,
change their criteria. This means including how you answer the
you're constantly playing S.E.O. phone. You do answer the phone
catch-up. Good for the whiz kid, don't you? If your website design
not so good for you. And have you firm doesn't get it, if they
ever wondered how all those aren't creating a brand
search engine optimizers can personality, what are they doing?
guarantee you, and everybody else
they are selling, top billing - 17. Lost In Space
kind of hard to believe isn't it? Ever go to one of those websites
that's impossible to navigate.
15. Show Me What To Do Maybe the navigation system
Anybody who has ever spent the doesn't work in your favorite
night before Christmas trying to browser, or maybe the navigation
decipher the arcane instructions system is so confusing visitors
provided by the manufacturer of get lost in cyber-content-hell.
the bicycle you bought your kid, Information architecture, how
or the bizarre graphics included people find the content they are
with the do-it-yourself kitchen looking for, is critical to
you bought from 'you know who', creating a satisfying user
knows that there is nothing like experience.
a good video to explain how Part
A actually does fit into Part B. 18. You Can Have It Both Ways
Remember when your mother told
you, you couldn't have dessert if multimedia hot fudge sundae you
you didn't finish your broccoli? can have it. And you can also
Sounds like those know-it-all have all the good-for-you search
search engine gurus telling you engine friendly copy too. Who
that you can't have multimedia on said you couldn't have it both
your site. Well you're a big boy ways?
now, and if you want that
About the Author:
Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
Read more articles by: Jerry Bader
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