There’s a lot of scary terms in the the SEO world, and if you’ve been reading about the benefits that you can gain from a properly executed search campaign, you’ve undoubtedly run across some of them. Usually they include things like Google bans, black hat tactics, spam penalty, any or all of which can effectively lead to your website being dropped from the search engine results pages. So here are a couple of tips that you can focus on improving your website, instead of thinking about the unlikely doom and gloom that awaits those who try and trick the search gods.
Now these won’t make you immune to any radical changes that Google or Bing introduce, but those types of updates are infrequent, and while can be devastating if you’ve been doing the wrong things for some time, don’t automatically end your online marketing campaign.
One of the first things you need to realize about search, is that you need to make your business a brand, regardless of which results page you’re trying to crack. When you conduct a search the most frequent returned results in the top spots are always major brand names. Especially if you’re searching for things like electronics, sporting goods, hotel bookings, most likely all will be major brand names. First instinct may be to think that they pay Google and Bing directly to perch their business and website at the top of the results page, but the realistic truth is they’ve built their brand. When you think of a company like Coke or Pepsi, you get the image of a soft drink in mind, Mercedes and Porsche brings up vehicles, and so on. You need to think of your company as a brand and what type of image you want to build for yourself online, then when you come to us with your goal in mind we can help you mold and craft your website to suit that image. Build your brand offline, and that traction and attention will follow to your online presence as well.
And when it comes to your website, forget about the search engine bots that crawl your pages and your content. You need to build your site for your users, not for the algorithms. While your end goal may be a sale to a visitor, you still want their interaction with your website to be so good, that they bookmark your site and even refer others too it. Create a high quality website with a positive user experience and you’ll find your internet marketing campaigns become doubly as effective.
A strong, positive user experience coupled with a clear and consistent branding campaign will boost any company in the search results, regardless of the size of their bank accounts. And as an added bonus to all of the effort in providing such a clear message online, as I stated in the beginning, you’re positioning your website to be almost entirely update proof.