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Title: Building Solid Web Site Strategies Aside from SEO
Author: Brian Gilley
Article:
We often hear people griping and lamenting about how Google,
Yahoo, or MSN reduced their site's rankings, causing a huge loss
of profits and business. These people surrender to the fact that
their favorite search engine failed them and their business and
are resigned to finding another search engine to advertise on,
not realizing the real fact that they may just be committing
another mistake waiting to happen.
Aside from pitfalls of the site itself, the most common mistake
in this type of scenario is simply relying too much on a search
engine to rake in the customers. This blatant fact of ignoring
other avenues of online marketing is a common practice that
leaves many companies and webmasters looking for other full-time
employment at more established companies.
This type of "SEO is everything" perception is most prevalent in
businesses that are new to Internet marketing. It should be
avoided at the onset and throughout strategies and business
plans to attract customers and leads, and Internet marketing and
e-commerce should really be separated from other, more
established ways of acquiring leads or sales.
Two simple reasons could be pointed out why over-reliance on SEO
and search engines will kill your business:
First, search engines aren't doing business for you. They're
doing business for themselves and for their owners. They would
not care if your business took a sudden plummet because of your
web site's loss of rankings. It happens by the thousands each
day and search engines really could care less.
Secondly, if a search engine vanished or completely changed
direction you'd be left with nothing. At this point you would've
lost valuable time and money in focusing all your advertising
efforts in that one single search engine.
The bottom line is to diversify your business strategy. You
should always have a fallback or contingency plan. If you keep
and follow other business tactics aside from SEO, a negative hit
on your SEO arsenal will hurt you, but not completely cripple
your business. There are other techniques such as e-mail
marketing, banner ads, affiliate programs and direct marketing
that can play an integral role in your marketing success. These
techniques can prove to be as useful or, depending on your exact
industry, even more useful than search engine advertising alone.
Some techniques to help you diversify your marketing plans are:
1) Try an offline contact building or ad mailing campaign.
Prominently display your website's URL on printed materials.
This would lead people to check out your site, and if they like
what they see or find what they need, they may buy from you.
Isn't that what you're after in the first place?
2) Don't focus all your strategies on one single technique, such
as SEO. As the old adage goes, don't put all your eggs in one
basket. The basket may fall and you'll break all your eggs.
Diversity, diversity, and diversify some more.
3) Never under estimate the power of well-written press
releases. There are many excellent online news submission sites
that are being monitored by the major search engines. If you
have a good press release with a healthy density of those
all-important keywords, your press release (and hence your
website) will appear on all search engines' news features.
4) Depending on your specific field of business, there may be
online directories or vertical niche sites that cater to your
industry. Seek them out and submit articles or press releases to
them. Customers looking for information in your industry will
find your site if the location is well targeted.
5) Keep your site updated. You may have regular news or features
that search engines will quickly pick up. If you syndicate parts
of your site, you'll reach a wider audience. A blogging or
comment-type area of your site is good because it allows
customers and visitors to write about your services or products,
thus increasing content for your site and improving your search
results. There's nothing better than free content, right?
6) Always keep an eye out on the competition. Learn from their
tactics. See how their tactics are hurting you or giving you
opportunities to offer something more. Then go back and revise
your strategies based on what you find out from your opponents.
7) When all has been said and done, it would all boil down to
having a website that has keyword-rich content and relevant
incoming and outgoing links. Long-term ranking rely on this
factor more and more with each passing day. Even if it means
hiring a good writer to build your content, do it. The payoff is
priceless.
E-commerce, Internet marketing, web business, whatever you may
want to call it, might not necessarily be and easy or quick
method. In fact, just like conventional avenues of business, it
requires as much planning, thinking, and foresight to get the
results you are after. The general rules we've discussed would
go a long way to helping your online business prosper and
profit.
About the author:
For more information on <a
href="http://www.seoposition.com/categories/Web_Marketing_Service
s/17.html">web site optimization strategies</a> and Internet
marketing and consulting, visit <a
href="http://www.seoposition.com">SEO Position</a>, an Internet
marketing company. The author of this article is Brian Gilley,
President of SEOposition.com.
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