What is Your Ideal Client Looking For?
Unlock the Secrets of Search Engine Optimization
As we continue into the twenty-first century, the amount of information on the internet increases geometrically. The question of how to find relevant information on the web, becomes more and more difficult to resolve.
The Search for Relevant Information
Initially the number of entities with computers was so small that everyone knew who everyone else was. Most electronic information sites back then were run by universities, research centers, or the government. You had to know who they were to have their address. If you knew who you were talking to, you knew whether their information was trustworthy. You knew if whether their information was relevant. If it was trustworthy and relevant the information was good. If you didn't want their information you asked someone else.
Jumping over a little history of the web we come to the last twenty years or so.
The Search for Trustworthy Information
Now powerful computers are smaller and cheaper. Now every Tom, Dick, and Gladys can set up a web site, so how do you know which ones have good information and which ones are loaded with junk? If you are searching for something using words or phrases web crawling spiders can tell you what sites contain those terms, but there are so many sites containing any given term. How can search tools even decide what order to list them in? How can anyone know whether they are trustworthy and relevant?
Page Rank System
During the late 1990s Larry Page invented an algorithm that his company, Google, uses to measure the trustworthiness and relevance of a given site. Based on this algorithm, pages are individually ranked according to relevance and trustworthiness based on how they use keywords and other factors that indicate whether they are probably respectable/trustworthy. Each individual page on a web site gets it's own rank, but it is Larry's name Page, that is the reason it is called Page rank instead of something else. Notice that it is the page that is ranked rather than the web site as a whole. A single web site can have more than one page that is highly ranked...
Having an on-sight blog gives clients a reason to return to your web site. But it does much more than that. It ups your search engine goodness in a number of ways.
Your web-site blog will exist on a separate page that will be searched by search engine software, and each new entry will be read as a new page, adding to your score.
In addition, your blog allows you to elaborate on anything that makes you stand out. You, or someone writing for you, can tackle topics like customer service, materials you use, processes you use, almost anything.
These brief notes about what's new or what's interesting or different about your business can add lots of places for customers to land on your site. They can also add a lot of new ways for customers to learn to trust you. And for you explain why you do what you do.
Don't have time to write a weekly blog? We can research a topic for you, all we need is a suggestion of what you want to talk about.
Turn Curious Viewers Into New Clients
Few visitors take action on their first visit to your web site. Web surfing allows potential clients to shop around without leaving their desks. No matter how much better you are than your competition, clients can get lost trying to find you back.
Often potential clients start looking on-line out of curiosity. The internet allows them to check things out without being hassled by a commissioned sales person. On average clients will visit the same web site ten times before they take action by downloading software, registering their information, or actually paying for something.
Most people who access your site (around 90%) will leave before completing any interaction with you. It is highly likely that most of those same visitors are interested in something you are offering.
Retargeting service tracks your visitors and periodically offers them an advertizement that links back to your site. The exciting thing about this type of advertising is that the adds only target prior visitors, and you only pay for the placement if someone takes the bait and clicks through to your site!
Of course there is some overhead associated with setting up the add campaign and installing it on your site. Southwest Digital Media has google training and certification for designing and implementing this type of digital advertizing. Contact us for more information.
Finding customers who continue to do business with you in a web world can be tough. Businesses must set up an identity that customers can see as individual and trustworthy. This is your "Brand", and it can be as simple as a logo.
You can probably design your own logo, or there are plenty of services to help you make one. You can find the latest offering by using your search engine.
It also helps if you try to be consistent in things like answering emails or the phone. Courtesy and consideration lend a great deal of professionalism to your brand.