from pickett&associates … exploring PR, social media and entrepreneurship

Is Your Website Generating Leads? August 18, 2010

Filed under: Search Engine Optimization — pickettwrites @ 7:49 am

It’s Wednesday (so soon? really?) and that means it’s “Guest blogger Wednesday!” Friend, colleague and marketing guru Margaret Osborn of WhiteHot Marketing provides the final installment of her series, “The Nine Truths of SEO.

Part 3 of 3

Selling on the Internet: Nine Truths of SEO

Part one of this three-part series on search engine optimization focused on how to maximize SEO when planning a new website. Part two provided you with information to start a conversation with the team accountable for your site if it’s not performing as well as you anticipated. In the final set of SEO truths, I leave you with how external SEO can be used to drive qualified leads to your site.

SEO Truth No. 7: Quality Not Quantity

Generating external links to your site is key to search engine optimization and increasing site traffic, but it can’t be just any ol’ link. An engine like Google does, in fact, consider the quality of the site from which you’re linking – so be wary of engaging with an SEO firm that sells you on generating numbers of links rather than quality. Some useful site-building practices you can do yourself include: subscribe to blogs and respond to blog postings that are relevant to your products or services; join relevant professional groups on LinkedIn and participate in dialog; blog yourself and link deep within your Web site. The key here is seeking out and generating snippets of content relevant to the content on your site.

SEO Truth No. 8: Link Deep

I’ve seen too many people spend inordinate amounts of time and resources on the design of and cool features on their site’s home page. Fact is, Google looks at every page of your Web site separately – not as a whole. So consider every page of your site as a “home” page – that is, a landing page. Additionally, never assume people who come to your site read through your site any logical order. When you’re generating external links, hyperlink to the page within your site that is most relevant in that instance – not to the home page. This means your prospective customer is getting to the most relevant content immediately, and it’s simple for them to decide whether or not to take the next step in doing business with you.

SEO Truth No. 9: Buzz = Success

Just because you built it, doesn’t mean they will come. You need to be proactive at all times in generating noise about your company – this builds awareness, credibility and preference. Your website is a means to an end – that being, business. And the most effective means to build your funnel of prospects is to generate buzz through traditional and social media. Engaging a PR pro to pitch stories about you and your company builds volumes of credibility and interest utilizing traditional and online media. The beauty of viral media is that you just need to put relevant information out there on the Web via social media sites. Then your Facebook fans, LinkedIn connections and blog readers post responses and do the buzz-generating work for you – in spades.

Ask 20 online marketing pros how to optimize a Web site and you’ll get 20 various answers. These Nine Truths, however, are quite foundational – and a great place to start. One final note – make sure you have a call to action on every page of your site – you’ve done all this work to get prospects to your site. Now make it easy for them to do business with you.

See, told you she was a Guru. Gearing up for iPhone/Droid App launch for client DuoChart (but not before optimizing their site!), digging into to the upcoming release of jewelry line NeckLust and following up with a couple of local entities who need a little help with their social media on this day which has turned sunny.


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