Why
Search Engine Traffic Should be Your Top Priority
Why Search Engine Traffic Should be Your Top Priority
Most Internet marketing methods are risky and many will not have
any affect on traffic to a web site. Some online marketers will
sell you anything from banner impressions, to mass email campaigns
(spam), to popup ads. All these marketing tools can work, but they
are also extremely risky.
Some people I know find pop-ups and spam so annoying that they
will never purchase anything from a business that uses them. These
plans are probably not the best customer acquisition strategies,
and more likely they are a total waste of money. So why would anyone
bother risking money on marketing strategies that probably will
not increase traffic to your website? Why not concentrate on what
does work? - The search engines.
Have you ever been contacted by online marketers who promise to
deliver a "ton of traffic" to your website" ? I get
these emails every day. Here's a quote from one I used to get 10
times a day (until I automatically filtered it to trash):
"Hi I visited www.metamend.com, and noticed that you're not
listed on some search engines! I think we can offer you a service
which can help you increase traffic and the number of visitors to
your website.
I would like to introduce you to thispromotioncompany.com. We offer
a unique technology that will submit your website to over 300,000
search engines and directories every month.
You'll be surprised by the low cost, and by how effective this
website promotion method can be.
To find out more about thispromotioncompany and the cost for submitting
your website to over 300,000 search engines and directories, visit
www.thispromotioncompany.com. (...)"
Have you ever received one, and wondered why they were contacting
you? First off, how did they find your web site? What search engines
are they referring to? If they really could deliver on their promise,
then they would have so much repeat, and word of mouth business,
that they wouldn't have time to be calling or emailing you. Lastly,
how many people actually believe that there are 300,000 search engines?
While it's true you need traffic from the search engines, you don't
need to use spam techniques to get it. You need real results, and
not false hope.
Increase Web Site Traffic,.. Naturally
It is true that the best way to obtain lots of targeted traffic
(customers) is to acquire it based on relevance, via the search
engines. Various studies show that anywhere from 83% to 92% of first
time visitors to a web site find it through the search engines.
That's an incredible statistic. If you are not acquiring those customers
as a result of a relevant query, then they will be disappointed.
They may be disappointed with the search result, but more likely,
they will be disappointed with your web site.
In the online world that's your first impression. We all know how
important a first impression is. You can never get a bad one back,
and a good one will carry you a long way. You have to make sure
that the search engines are sending you visitors that are looking
for your products or services. If your web site matches their interests,
they will remember it, and come back, even if they do not make a
purchase on that visit. If they find it irrelevant, they may have
subconsciously formed a negative opinion of your online business,
through no fault of your own.
Search engines provide a continuous stream of targeted visitors
to your website, and for the most part, it's free of charge. Some
engines do charge a listing fee, but most do not. The only thing
the search engine asks is that each web site operator makes an effort
to provide relevant and good information to web surfers for a particular
search phrase. If a web site does so, the search engines will reward
the site with increased good quality traffic.
Search engine traffic is a win-win situation for any online business.
It doesn't take much to improve on most web site's search engine
traffic - it just takes optimization. Did you know that as of January
1 2002, there were 160,000,000 domain hosts in use worldwide? Did
you know that 88% of the web pages worldwide are not indexed by
the largest search engines? 88% of web pages are not optimized.
How can any business survive on the Internet if it is not optimized
for the search engines, and thus can never be found? How can they
exist if over 83% of first time visitors never find their web site?
How much more money could a web site operator earn if they ensured
their web site was even partially visible?
If you have an informative web site, the search engines want to
send you lots of customers. That's because the more web surfers
find what they want, the more they'll use a particular search engine
and recommend it to their friends. The search engine also benefits,
as it becomes known as a resource that gets its clients - the searchers
- to their destinations quickly and efficiently. The more people
recognize how well the engine works as a resource, the more it gets
recommended, and used. As the popularity increases, so do the engine's
revenues from advertising.
What Does Your Web Site Need To Receive Traffic From The Search
Engines?
Small web sites with only 1 or 2 pages set themselves up for failure,
simply because they usually don't have enough content of interest.
There are of course exceptions, where the 1 or 2 pages are each
as long as a book. But these are awfully frustrating to read, and
no one will be satisfied with them.
Most often 1 or 2 page sites are simply too short to provide any
useful information, so the search engines don't take them seriously.
Among other factors, the search engines examine how deep a site
is. The more meaningful content present, the more weighty the site
is viewed as, and the more importance it is given.
If you are wondering about whether to bother, ask yourself this:
Why does your company have a web site? What does the company do
with it? Think about it. Most companies today have web sites, and
most market the web sites to facilitate customer acquisition, to
increase their customer base, and to improve customer retention
rates.
There are a number of reasons for having web sites. Many companies
use theirs to enhance their customer service. Using a web site as
a marketing vehicle is a great way for a company "to put the
word out" about products, services, or offerings.
Most importantly, remember that your web site is an online resource
that your clients can use to find answers to frequently asked questions,
"how to" tips, and to educate themselves. When including
content on a web site, always remember that the knowledge shared
may be common to you, but it's likely that you are an expert in
the eyes of your clients. People visit your web site for your product
or service, but also for information. If they find useful, relevant,
information, they will keep coming back, and will likely make purchases.
People like to buy from experts.
Instead of thinking of your web site as nothing more than an online
billboard or business card, think of it as an online menu, that
lets people get an idea of what it is you do, and how you do it.
Develop a content rich website, optimize it, and let the search
engines increase your website traffic, naturally. If you optimize
each major web page within your site, you will increase the rankings
in the search engine results and therefore receive targeted traffic
for each of those pages.
Doing each of the above - ensuring relevant content is present,
and optimizing the pages - will ensure that the search engines have
what they need so they can do their work. It will also ensure that
they can send you targeted traffic (customers), so that you can
get that 83% of first time visitors your online business needs to
survive.
About the Author Richard Zwicky is a
founder and the CEO of Metamend Software, www.metamend.com, a Victoria
B.C. based firm whose cutting edge Search Engine Optimization software
is recognized as the world leader in its field. Employing a staff
of 10, the firm's business comes from around the world, with clients
from every continent.
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