We get far too many prospects who still believe that having a website will bring them business. That they don’t need to do anything else or worse; That all they need to do is what their competitor is doing! Yes – I’ve actually had people ask me to copy and paste content from their competitor. Just last week I had a request that went,
“I already know the top realtors who appear and if you add those names to my tag words then I will appear beside them when folks search top vancouver realtors or vancouver real estate.”
It’s the web development industry’s fault for creating such a fallacy. Fear mongering about needing an online presence is somehow greater than a unique brand. We need to be honest to these people. (Although I like the term “tag words” and think I’ll keep it).
My answer was this…
White Hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. Google bots scan your website and check the actual page content starting with the headline, sub heads and then the paragraph content, if it’s all relevant then the page gets a positive boost. If there is a decent amount of traffic to that page (with low bounce rate) then it gets indexed as an “Authority” on what it’s communicating. Being found by keywords in copy/text relies heavily on a niche target, otherwise the competition is fierce. Keywords like houseboat realtor vs Vancouver realtor – which one is easier to own?
How do you get people to visit you website?
I’ve had prospect literally laugh at the idea of blogging or social media. But if you don’t tweet don’t blog, what do you do? I forgot to mention Google Plus or Facebook and a myriad of other social media accounts but if they’re not on the main ones they’re probably not on anything else. Maybe they’re doing what Apple did during their largest growth periods; Advertising traditionally. This is also known as mass media advertising, (some call it old school marketing). I am going to guess not if free marketing mixes like social media aren’t enticing them.
So how do we get people to a website? I’ll give you a hint. It’s not by solely paying a SEO person $1000/month to play with “tag words”. It’s the wrong question to ask. Instead ask, how do I get conversion? Conversion is turning visitors into prospects and customers. That’s what we really want, am I right? We do this by targeting your unique market and speaking to them where they are listening in their language and emotion. We use SEO, blogging, social media and traditional marketing. It’s called strategy.
Only the largest commercial websites should be going after a generalized audience and if that’s what you are looking for then you better have a yearly budget to match theirs.
Paul McEwan has a background rich in education and experience. A strong set of transferable skills have laid a path for a variety of creative outlets, careers and business interests. The short list includes live performance in improv and music, professional recording, event management, promotions, graphic design and publishing. You have seen his creative design work all over the internet, in major newspapers and magazines across Canada, and as interior commercial space for presentation centres and trade shows