Business Has Changes

Ten years ago, a company spent their marketing money pushing their message across a variety of channels. TV, radio, print ads and direct sales were the solution to the perennial question "how do we get more business". Business has changed.

Consumers have changed. With the unparalleled growth of the internet people know they can find anything at anytime on their terms. What used to be direct marketing has become spam, and we have developed an uncanny ability to avoid it. DVR, MP3, RSS and dozens of other technologies allow us to pick and choose the messages we receive. The result has been nothing short of disastrous for companies that haven't evolved.

One thing that hasn’t changed is that consumers still buy. In fact, they are spending more than ever - just not the way they used to. More than half of consumers considering a purchase start their buying cycle online. What's more, over 90% of all consumers use the internet at some point before making that purchase. The good news is that your customers are still buying what you have to offer. The bad news is they are probably getting somewhere else.

The solution is Organic Search Marketing.

Organic, or natural, search engine marketing provides the highest long-term return on investment of all online marketing methods. Search engines like Google, Yahoo and Bing place sites that contain the most relevant, trustworthy information at the top of the search results page, where everyone looks first. The "secret" to success in the 21st century is getting on what we call "the short list". Topping that short list means visibility, authority and reputation.

Whether it is someone looking for legal service or lawn care, a local auto repair center or a flat screen television, the internet provides the answer to their question. Moving your website to the top of Google and other major search engines will transform it into a referral based lead generation machine. Our clients know that organic search marketing is the most effective form of advertising available.

While pay-per-click, social media and traditional marketing have their place, the modern consumer prefers to avoid the busy noise and seek answers rather than advertising. When searchers ask their question, are you the answer?

Read: What Is Organic Search ?

Linkbait – Stinkbait

Catfish love stink! The stinkier the better.

Linkbait can stink as well. Is that bad? Depends who you’re fishing for.

Those of you who grew up in more pastoral settings (a.k.a. The Country) may have spent some time on a river bank or lake shore trying to catch the whiskered hogs. If so, you’ve probably seen, heard of, or used about every bait imaginable to try and get their olfactory attention. What you learned over time was that stink = deliciousness to the finicky underwater feline. (Check out this stink bait recipe.)

Stink isn’t the bait of choice for all fish, and that’s one of the keys to being an expert angler. What bait works for the fish you’re after? Link bait tactics are similar. Know your target.

Some object to the imagery, since being “hooked” may seem a bit cruel, whether you’re talking about a fish or potential customer. But let’s face it people are searching because they’re hungry. They want or need what you have. If they don’t, you’re selling the wrong thing. By hooking them, you’ve done them a favor.

Occasionally, a fisherman will inadvertently hook a fish he wasn’t intending to catch. It happens. Perhaps a nice largemouth bass decides that the big ball of dough you were reeling in suddenly reminds him of his favorite dish. There’s an off chance this fish will be worth mounting on the wall of his basement or den but most likely he’ll simply release the accidental catch or maybe the fish will wise up on his way in and spit the bait out, saving all parties a little time and hassle.

Link bait ought is effective if it attracts searchers who are most likely to be interested in the first place.

Which Keywords To Use

SEOmoz has a helpful post on their blog about using conversations with clients and potential customers to do keyword research.

Who knew your receptionist might be the most valuable keyword research tool you have?

There are a variety of tools and techniques recommended for SEO keyword research, from the free to the expensive, from the well-known to those that are almost kept a secret. However, there's one source of keyword ideas which is often overlooked: the customers (and potential customers) served on a daily basis.

SEO isn't always complicated. However, it is easy at times to overlook some of the most obviously helpful tactics. Check out their blog post and get the people in your office taking notes.