For a Free Analysis, Call 1 888 534 6919
Many people ask what the "secret" of ranking #1 in Google might be. I always tell them the same thing. Tell the truth... as specifically as possible and for as many specific questions as possible. It's a very basic principle of putting the customer first. If you look into the history of search engines, you must acknowledge that Google was preceded by Yahoo! which dominated the search engine space. The one factor that I believe contributed to Yahoo!s loss of dominance was this key principle of putting the customer first. Google delivers more relevant search results... period. Yahoo! sells the top ranking to the highest bidder (or the best spammer) without regard for the searching customer. This loss of customer focused relevance toppled Yahoo! as the pre-eminent search engine and allowed Google to achieve a near lock on the search market.
This comes as a shock to many people yet they invest the bulk of their resources in their homepage. Your homepage, when marketed properly, should never be seen at all... and when it is, it should serve only as a segmentation gateway, dividing up the incoming users and routing them to the highly specific subpages that are available. The reason that the homepage is so unimportant is because the vast majority of customers will never enter there. Instead they will enter by clicking on a natural search result listing or an email link or a referral link from another referencing website. All of these will generally point to a highly specific page nestled deep within your website... not your homepage (if you are smart in your web marketing).
Every page in your site has several areas that are measured by Google. These are a closely guarded secret but we can guess at many of them. They likely include:
By ensuring that for any given page, every one of the above areas mention the "money phrases" or keywords that will drive sales for that specific page will ensure that your web marketing is done well for that specific topic.
Pages that vomit up every possible keyword for the entire site (generally on their overly complex homepage) is the precisely wrong tactic that even established SEO firms use myopically. By putting "noise" into the keywords you are distracting from the page's focus and making Google see your page content and decide that you are less focused than your competitor pages. This is very harmful to your Page Rank (PR) value that Google assigns (on a scale of 0-10). It is far better to take a page that may cover a variety of topics and split it up into many subpages, all of which are highly focused and targeted on a single, atomic topic.
Imagine a highly specific webpage as the bait while the paid advertisement is the fishing pole. We are going to put a lot of fishing poles in the water, one for each specific keyword that we believe will catch a fish. As an example, I would advertise this page using the keyword "Web Marketing" because this fishing pole will be baited with my "Web Marketing" page. However we can't just stop there. We have to make sure that we're going to be attracting the right type of fish.
Now that we have poles in the water, we need to ensure that the fish swimming underneath like that type of bait. We analyze our Google Analytics to find out what keywords they are typing in to actually find our pages. If the fish are typing in "Web Advertising" to find my "Web Marketing" page then we have learned something very important... the fish prefer to call this page something completely different. By asking each web user (through the invisible Google Analytics) what keywords they use, we can learn to adjust which fishing poles we put in the water with which type of bait in which ponds. This is critical information that will help us save money on our advertising and our conversion rates will grow higher and higher.
Building a website is a fine endeavor, but there are no fish swimming. This is tantamount to putting a billboard in a cornfield. It may look great but nobody is driving past it. Channel marketing is the tactic where you take your website content or product listings and get it into all of the rest of the websites on the Internet. This can be accomplished by opening stores in Yahoo! shopping, Amazon Seller Central, and MSN Shopping. We can also syndicate our products through comparison shopping sites like Nextag, Bizrate, and Become. We can continue through many other channels including coupon sites, deal networks, RSS syndication, Facebook integration, Twitter campaigning, and hundreds of other channels. By doing this, micro portions of our website now are distributed throughout the rest of the Internet, all with links back to our main site, improving our PR ranking and driving additional customers to our products or information.
We are accomplished web marketing professionals having worked on sites as large as the officialYahoo! Sports Shop, the Men's Professional Tennis ATP Tour website, and Tire Kingdom national tire chain website networks.