The First Search Engine Marketing Method: Content That Meets Customers Needs
For your business web site, good search engine rankings and high user traffic depend on relevant content. More user traffic will mean more sales leads and then more sales. Beyond any technical tricks, content that meets the users' need for three types of information is the best guarantee that search engines and users will find your site. The Google and Yahoo page rankings favor sites that have articles of about 1000 words and that use keywords relevant to the user's search.
Once they find your site with a search engine, web users spend more time on sites where their needs are met. To understand why users come back to content rich sites, lets look at the ways that a successful website, like DVInfo, fills the three most important information needs of the website user.
The DVInfo.net online community boasts over thirteen thousand members and a quarter million posts. What makes users of DVInfo Community come back to the site on a regular basis? The users come back for relevant content that meets their needs.
Here everyone from Hollywood cameramen to new DV camera owners in Alaska meet to discuss digital video. Online communities can build powerful loyalty in users. Some unpaid users at DVInfo.net are posting their stories and answering other forum user's questions nearly every day. What would happen to your sales if users were so loyal to your brand and your web site that they showed up every day to read new content?
At the Digital Video website (DVInfo.net), the presence of experienced video creators who can offer detailed explanations gives the site credibility. In this forum a rookie video camera user can learn from an experienced Director of Photography like Charles Papert, who has worked on TV shows like "The West Wing" and "Buffy the Vampire Slayer". Because of its highly relevant content and numerous links from other Digital Video content sites, the DVInfo.net site has a Google page rank of 6 out of 10.
For your business web site, the presence of reliable, helpful content builds the user's confidence that they can trust your business. Reliable content and links from other relevant content sites also build the page rank of your business web site.
Now let's look at what this means to a business web site that also wants to build more user traffic. Users have three major tasks they perform when using a content rich site like DVInfo.net Community or your business website.
Customer Need 1: Learn Enough About the Topic to Identify Needs
How does a new video camera user approach the DV INFO web site? A beginning video camera user may not even realize that the video he shoots can be edited to remove bad video shots, or tell a story. The new video camera user reads about the way more experienced users shoot video and edit video. Gradually he realizes that he can do more than just shoot home movies. He begins to want a PC that can edit his video. He learns because the web site community has rich content.
At first, your business web site customer may not even know he has a need for your service, or may not understand that need. Your website content should first focus on helping people understand their need without pushing a particular product at this point.
Customer Need 2: Learn About Alternative Solutions
Next, the DV INFO user studies the different ways to edit video. Should he get a PC or a Mac? He learns about video edit software by reading about other users and their experience with different brands of edit software.
During this middle stage, web site customers look for possible solutions and then narrow these down to make a decision. Website users need both rational and emotional reasons to make their decision, but content at this stage generally shows the benefits of a solution or compares it to other solutions. Many websites focus on the rational, technical description of a solution, although a study of Amazon.com's product reviews found that the more subjective product reviews were as helpful to customers as the more objective reviews. This testimonial-style content helps alleviate fear and lets customers learn from other peoples' experience with your product.
Commercial web sites, like Amazon.com, have User Reviews to allow purchasers to see how others liked a certain book. This reduces the customer's fear of the unknown. The buyer at Amazon.com feels more confident buying a book about cave exploring, by Michael Ray Taylor, if 30 other users also liked the book. Good reviews or testimonials on a business web site overcome the buyer's fear of the unknown.
Customer Need 3: Choose the Best Solution and Feel Comfortable
The DV INFO user settles on 1 or 2 video edit solutions and needs to learn more. If other users write about good experiences with the same hardware and software choice, the aspiring video editor starts to feel more comfortable. Especially if the cost is great, the good experiences of others reduce the user's fear about making the wrong choice.
Finally, your business website customer chooses a solution, by purchasing a product, or choosing a service. Content at this stage helps people learn about their chosen solution and adapt to working with it. Technical support or sharing experiences and advice with other people who have also chosen this solution can help the customer use the product successfully. Good content at this stage strengthens the relationship with customers. This stage is ongoing and sometimes leads to more questions. This may mean additional sales for your web site.
This understanding of content could be the guiding force in creating different parts of your web site. Your website selling business services could have a web page that educates clients about the different problems that they may have in their business. Your second web page could offer several possible solutions to these problems. Finally, you could build consumer confidence in your services by showing user testimonials or case studies.
By writing your website content from these three client viewpoints your web site meets the three most crucial information needs of clients. This is the first step to earning good Search Engine rankings for relevant content.
Ed Hill does Search Engine Marketing and website promotion using PR methods. He works mainly with businesses, PR firms and web design firms.Learn how search engine marketing can drive more traffic to your business website: http://www.edhillpr.com/
When to Hire a Professional SEO Firm?
In efforts to increase sales and profitability, more and more companies are turning to online marketing initiatives ? specifically, search engine optimization. Search Engine Optimization or (SEO) is the art and science of blending technical and marketing skills together into a finely tuned website that is both search engine-friendly, ranks well for specific keywords and phrases, and is tailored to your audience from a buyer and seller perspective.
SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)
In parts 1 - 6 you learnt how to develop your proposition, identify your key words and optimize and promote (for free) your site and pages. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK.
SEOing A Flash Intro
Is Page Not Found Making Google Tell The World Site Not Found?
Search Engines are hard to tame, that's for sure. But if you can get on their good side, search can be your biggest ally when it comes to generating tons of free traffic to your business web site. Not many people understand how search engines think. So, search engine "optimization" ends up either ignored or left up to highly paid experts.
Finding The True PR Of A Page?
I had an email "conversation" this last week which I feel others may benefit from "listening in" on. Here it is in summary:
Its Not Just All About Google Anymore
Those webmasters that stick to the old ways and focus entirely on Google are missing out on a lot of search traffic these days if they are not also well ranked by Yahoo and MSN.
Tops In Toolbars?
Most internet marketers are aware of, and probably use, the Google Toolbar. After all, it has been the only indicator of Google's PageRank number that has been assigned to a given web page. Whether the number is accurate, important, or even updated any more is a matter of debate on the marketing forums. But the only feature that was really worthwhile for more casual surfers, other than being able to use the Google search box directly, was the popup window blocker feature, which oddly enough, is the least favorite feature of many an internet marketer.
Directories and Their Importance for Search Engine Rankings
Rock Your Rank With a Dynamite Text Link - Yahoo Directory Explodes Rankings
Last week a client called me excitedly exclaiming that theirGoogle PageRank had jumped a notch and their targeted keywordterm now ranked #23 (up from #45) for their competitive searchphrase. I asked the client if he'd been notified by Yahoo thathis site was now included in the index after we had submittedit three weeks ago. "Yes," he said, "but why are you changingthe subject?"
Increase Your Link Popularity for Free
Among the many things you need to worry about for high search engine rankings,link popularity is among the most important. Link popularity refers the how many other websites on the internet link back to your website. The more websites link back to yours, the more popular your website will be with search engines. Let's explore a great free method of increasing your link popularity.
Beyond Search Engines
Some webmasters report that search engines account for 75% or more of their total website traffic. However, it's important not to become too dependent on search engines for new business. Achieving a top listing from a major search engine is becoming more and more difficult over time. The competition for top spots is intense and it's getting harder every day to get listed at all. Also more and more search engines are moving to a pay-per-click model, and paying for top listings may not be in your budget.
7 Search Engine Optimization Mistakes and Solutions
To many websites, webmasters discover that major sources of website traffic come from search engines. Therefore, they are all keen on gaining top search engine placements through search engine optimization.
20 Ideas for Creating Traffic Rich, Search Engine Friendly Pages
Sometimes questions will arise around the subject of gateway information pages or doorway pages. People have heard that "doorway pages" are BAD and some have stated that search engines "hate doorway pages".
Fixed Point of Reference
According to author Frank Peretti, "A fixed point of reference for human beings is always something that is found outside themselves. It has to be something to which we can always come back. If we try to haul our point of reference around with us, we have lost it because it has been moved and we can never refer back to it." He tells a story of being in a dark room with only a chair. As long as the chair stays put, it can be used as a point of reference. If it gets picked up and carried around, it no longer serves that function, because it isn't where it used to be.
Seek Engines: What If Seek Had Bumped Out Search?
In the early days of the World Wide Web, when things were just getting started many geek speak terms were jockeying for position to be the standards for years to come. I used to drive by a California-based company every day that had named itself YKK and think, "What a pity."
Stuck on Keywords
Keywords have turned into big business on the internet. If you pick the keywords that your customers are typing in, then your product is finally exposed to your perfect customer. That keyword is gold. Either you have run out of keyword ideas, you don't know where to look, you haven't had time, you need an easy to use tool, whatever the reason, I'm here to help.
Creating a Google SiteMap For Your Work At Home Business Web Page
Search engine traffic is the best traffic You can get for your online Business. So if you are running a Home Based Business with an Online Presence why wouldn't you do everything possible to gain a Top Search Engine Ranking. One of the Simplest things you can do is Create a Google Site map.
LSI and Link Popularity
When Paypal's official Web site no longer ranked #1 in Google on a search for "paypal," it was obvious that Google had become more aggressive in penalizing sites with "unnatural" backlink anchor text. Although the high-profile Paypal example has since been rectified, thousands of webmasters are suffering the consequences of not ranking for even their official company name, let alone their top keywords. It is important for search engine optimizers to understand both how anchor text penalties are being applied and how LSI ensures that anchor text variance will not dilute a link popularity building campaign.
Smartpages - Legitimate SEO Or Spam?
Smartpages are highly optimized pages which draw stampeded of search engine traffic to your website....or so the sales blurb goes. The fantasy is that smartpages are the push-button answer to online success. The reality is quite far removed from that.
List Building vs. Search Engine Optimization
It seems the excitement about search engine optimization fades in and out from time to time. The more people talk about search engine optimization (SEO) the more it seems to be the logical choice for bringing customers to your site. However, there are some points that I haven't seen anyone else make as of yet about the effectiveness of SEO versus the effectiveness of building a responsive list. I think you'll be surprised to see which one comes out on top.
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