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The Tao Of SEO
It is all pretty zen really. Forget your profound metaphors of
trees falling in the forest and the sound of single hands
clapping. If you are on the web and can't be found then are you
really there at all?
Sure your website may well be the design statement of your
generation. The flash interface worthy of a Pixar showreel. Your
mission statement inspirational and your prices unsurpassed.
But, and it is a big but, who the hell is going to know if you
are hidden away in some dark corner of the dubya dubya dubya?
Your mum was right. If you're not prepared to blow your own
trumpet then no one else will. Hide your site and unless you
have very deep pockets to plug your URL to the world it will
never deliver any meaningful return on investment.
Unfortunately many bean counters take this as a failure of the
medium rather than of its application. Better to piss money up
against familiar walls than think through the issues. Web
marketing is still just basic marketing. It is important to
understand that the four P's (Place, Promotion, Price, and
Product.) still apply they just have different elements and
emphasis online.
The Place of importance is not a post code but rather a placing
on the search results screen of a Google or Yahoo. For many it
is indeed page one or oblivion. It is important to remember that
these things rarely happen by accident.
Most discussion regarding search engine marketing tends to
traditionally revolve around Promotion. Getting your site
noticed by search engines is often difficult enough but getting
higher rankings than your competitor without paying through the
nose is often the true art. Most search engines now incorporate
some form of paid listing using a pay per click model of some
sort or other. Examples of these include Overture and Google
Adwords. Increasingly web site owners are being encouraged to
migrate to paid listings as the continual revision and
refinement of the algorithms used to compile the free listings
often arbitrarily cause dramatic fluctuations in the search
results. A phenomena referred to in our office as the Google
Dance.
Once upon a time search engine optimisation meant little more
than sprinkling keywords through a pages meta tags and manually
submitting your site to the various directories on offer. These
days you are lucky if a search engine even looks at them. The
Google revolution sparked the explosion in so-called relevance
driven search technology. This movement fed on the frustration
of users poisoned by the often dubious methods used by some
website operators to gain high listings through misleading meta
information and sneaky redirections. The result was a raising of
the bar in search services as the listings became more useful
and the world was Googlised. Recently, however, the increasing
contamination of the search results with paid listings has
tended to dilute the perceived integrity of the service. Indeed
this has lead to Microsoft and Ask Jeeves making noises about
abandoning paid listings altogether (http://www.wired.com July
5th 2004). Given the imminent public float of Google it will be
interesting to observe their response to this tactic.
Paid listings can be an effective complimentary tool in helping
to boost your referral rates from search engines however they
can never replace a high free listing result. Web users
recognise them for what they are - paid advertisements. Like
banner ads and advertorials they have their place in the web
marketing mix however limiting your search engine strategy to
paid listings is short sighted. To maximise your effectiveness
in search engines you need to look at how your web site is set
up as a whole.
On the web the Price element is often more meaningfully
expressed in the inverse. That is the cost savings involved in
time, money and effort to research are often of greater
importance to a prospective buyer than the sticker price of the
product itself. Let's face it the vast majority of bricks and
mortar companies are not going to be turned on their head by
e-commerce. For every Virgin Blue there are a hundred widget
manufacturers. It is not just about getting seen. It is about
being found by the right people. Delivering motivated window
shoppers to be exposed to your sales pitch and convinced to pick
up the phone, walk in the door or send in an email enquiry.
Search engines are the key. What key terms are your potential
customers searching for and how well does your site attract
them? It is important to remember that for most companies the
product of their web site is not the inventory in their
warehouses. It is the information about that inventory and the
provision of a convenient means of accessing it. Amazon is an
online giant not because its books are bound better than anyone
else's or the stories contained within are better than the same
title from the discount bookseller down the road. It is
successful because it delivers it's information product so well.
If you doubt the importance of search engines in this process
try typing a book title into Google and viewing the results.
Smart marketers refine and update their optimization strategies
for new products, brands and opportunities.
Ultimately it will be your sites content that determines its
long term success however without effective search engine
optimization to begin with they may never find it in the first
place. Good search engine optimisation requires more effort than
simply implementing a working website. It is about doing the
little fiddly, time consuming and tedious things above and
beyond that which is required to produce an operational web
site. This is why so many websites perform badly in search
engines. Unless you are informed and motivated you just don't
bother. Sometimes this could mean abandoning (or at least
winding back) the multimedia extravaganza that your art director
had planned, but experienced web marketers know that good design
is about more than just gimmicks and search engine optimisation
can still deliver striking sites. It is just that the optimised
site is constructed to be appealing to the robotic eyes of the
search engine indexing spider as it trawls through the site as
well.
There is a cost to search engine optimization in this way,
however there is also a cost to not doing it. The importance of
search engines in the mindset of consumers is more than just a
trend. Microsoft and Sensis are spending millions to get into
the act as they can see it is the future. Whether your business
is prepared for it will depend upon how attractive it is under
the search terms that describe your core business. Try this
experiment. Think up the core term (or terms) that describe your
business best and plug it into Google (pages from Australia)
together with your city (eg. Web Design Melbourne) and view the
results. Who is there? If you are not ask your self why and how
many people are you missing?
People don't just stumble on web sites. They search for them.
Poor old forgetful Jan's boss should have remembered this. Long
after the latest printed directory of either colour is consigned
to propping up the wonky leg of the work bench in the garage,
your website investment can continue to work for you. Provided
that is that you take the time and effort to look after it. This
means fresh relevant content and search engine optimisation
strategies consistently applied
About the Author
Tim Giles is a
Pre Marketing
Consultant for
Enedia
(www.enedia.com). Enedia's
client's include Ansearch (www.ansearch.com.au), an
Australian search engine and directory.
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Eat, Sleep, Trumpet Trumpet Baseball Jersey by CafePress $32.5 Eat, Sleep, Trumpet t-shirts, stickers, apparel and gifts. Trumpet Baseball Jersey Our 100% cotton Baseball Jersey is a sporty hit with both men and women whether you're in the game or just looking the part in great run-around casual-wear. Choose red, blue or black sleeves. 6.1 oz. 100% heavyweight cotton. Standard f |
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Eat, Sleep, Trumpet Trumpet Women's Light T-Shirt by CafePress $22 Eat, Sleep, Trumpet t-shirts, stickers, apparel and gifts. Trumpet Women's Light T-Shirt Tee, TShirt, Shirt Our 100% cotton women's tee is preshrunk, durable and guaranteed.5.6 oz. 100% cotton. Standard fit. |
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Eat, Sleep, Trumpet Trumpet Women's T-Shirt by CafePress $22 Eat, Sleep, Trumpet t-shirts, stickers, apparel and gifts. Trumpet Women's T-Shirt Tee, TShirt, Shirt Our 100% cotton Women's tee is preshrunk, durable and guaranteed. 5.6 oz. 100% cotton. Standard fit. |
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The Trumpet $59.99 The Trumpet - Wall Decal |
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Stickers $9.99 Stickers |
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Trumpet $24.99 Howard Sokol Trumpet - Photographic Print |
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Trumpet Silhouette Music Bumper Sticker by CafePress $5 Trumpet players will love this cool TRUMPET silhouette logo Great for jazz trumpet musicians, marcahing band trumpet players and more Music Bumper Sticker Tell the world how you feel Our bumper stickers are perfect for expressing yourself while cruising down the highway or just for posting on the wall. Measures 10 x 3. Printed on 4mil vinyl using water and UV resistant inks - |
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Eat, Sleep, Trumpet Trumpet Light T-Shirt by CafePress $22 Eat, Sleep, Trumpet t-shirts, stickers, apparel and gifts. Trumpet Light T-Shirt Tee, TShirt, Shirt This light t-shirt will be fashionable even after the zombie Apocalypse. In fact, this shirt might be the very reason you'll survive said Apocalypse. The light color shows you aren't worried about getting stains - and even if you were, those stains show t |
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Eat, Sleep, Trumpet Trumpet White T-Shirt by CafePress $22 Eat, Sleep, Trumpet t-shirts, stickers, apparel and gifts. Trumpet White T-Shirt Tee, TShirt, Shirt The white t-shirt is a timeless classic for a reason; it should be a staple in every wardrobe. It is clean, simple, and durable. The best part is you can wear it with anything. This 100% cotton T-shirt is so comfortable you'll want to wear it to bed. |
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Evolution of Trumpet Funny Mug by CafePress $15 Evolution of Trumpet t-shirts, stickers and clothing. Funny Mug The perfect size for your favorite morning beverage or late night brew. Large, easy-grip handle. Treat yourself or give as a gift to someone special. Measures 3.75 tall, 3 diameter. Dishwasher and microwave safe. |
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Trumpet Evolution Music Stein by CafePress $20 Caveman evolution according to Darwins Theory included the love of trumpet playing. Trumpeter / Cornet evolution t-shirts, mugs, magnets, stickers gifts for band and music fans brass sections. Music Stein Heft a cold one in this 22 oz. ceramic stein with gold trim. A great usable alternative to the trophy. Make any day Oktoberfest whether with this impressive stein on the shelf or in-hand. CheersMeasures 6.75 tall, 3.75 diameter base, 3 di |
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Musical Instruments Stickers $8.06 Includes 16 sticker images of popular musical instruments: trumpet, tuba, drum, tambourine, electric guitar, classical harp, or any of 10 more. Great for decorating notebooks, lunch boxes and other flat surfaces. Author: Adam, Winky/ Stickers Series Title: Dover Little Activity Books (Paperback) Binding Type: Paperback Number of Pages: 4 Publication Date: 1999/05/13 Age Level: 03 10 Language: English Book Type: Sticker Dimensions: 5.74 x 4.09 x 0.18 inches |
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Trumpet - Fanfare $10 Trumpet - Fanfare |
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Angel Trumpet $10 Angel Trumpet |
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Elephant - Trumpet $10 Elephant - Trumpet |
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Time Trumpet $9.99 Time Trumpet |
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Trumpet Concertos $12.49 Trumpet Concertos |
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The Trumpet Of The Swan $12.49 The Trumpet Of The Swan |
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Trumpet Of Triumph $10.49 Trumpet Of Triumph |
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Dog Trumpet $23.99 Dog Trumpet |
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The Golden Trumpet $9.99 The Golden Trumpet |
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Sound the Trumpet $16.49 Sound the Trumpet |
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Golden Trumpet $8.99 Golden Trumpet |
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Concerto For Trumpet $6.49 Concerto For Trumpet |
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The Art Of The Trumpet $23.99 The Art Of The Trumpet |
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Trumpet Of The Swan, The $5.99 Trumpet Of The Swan, The |