A lot of effort is spent advising you to use key words, to have great page titles, and to use internal links, etc. These are great techniques, used properly.
- Tons of bad internal links can substitute SEO for effective marketing. Don’t make that trade. Think before you link.
- Page titles should be bookmarkable, not just keyword-packed. Remember: be human! Titles should read like book spines.
- Keywords themselves are much more effective when they’re part of a natural, marketing style in your writing.
- Keywords, likewise, are not an excuse for static content. Dynamic content, if relevant and unique, is likely to be chock full of good keywords, anyway. The secret to keywords is words, in the first place.
The same goes for indirect search engine marketing – such as directories, social networking venues, and inbound links. These are important, when used effectively.
- Directories need to have good pagerank and, if you’re paying for a listing, consider spending that same money on real ad placement like Google adwords. What’s better – being part of a directory of your competitors, or outclassing competitors with better placement?
- Inbound links, likewise, are most effective when they’re relevant, and when they link to landing pages that are effectively marketed on web sites with significant page rank.
- Social networking is the wave of the future, but just making sure you appear as a blip in a few social networks can cost you real traffic. If you go in, like the first people AOL let out onto the open web, and dump your own spam into the network, people will make a point of ignoring you.
- Social networking also depends on social web sites – in other words, dynamic web sites. We’ve said a lot about that elsewhere at Market Moose, so we won’t preach it here. But you’ve heard us say it – if your site is an unchanging paperweight, it’s dead to the social networking world, all the more so if you flood it with spam links.
Search engine optimization, and internet marketing don’t consist of the lowest fruit, the shortest path, or the way of least effort and most return. They’re a process that involves integrity and real commitment, like all marketing. Just because it involves the internet, doesn’t make it cheap, simple, or consisting of obvious gimmicks. Marketing is a professional endeavour. Above all else, keep that in mind, and you’ll think twice about jumping at tricks and you’ll be more effective over a longer time than your competitors who deal in short term spikes.
Proceed according to a professional internet marketing plan. If you don’t have one, consult with a professional. Before you shell out money for a “keyword bonanza” or “seo secrets” or “internet marketing power house techniques”, take the time and invest the though in building a solid, realistic, long-term approach. This market – the internet – is THE market, going forward. You wouldn’t put your real estate logo on the butts of cheerleaders, would you? Actually, for a one-time stunt, it could be useful, but you’d want to weigh the risk of market loss with the glory of publicity. In the same way, take your internet marketing very seriously. Your image on the net will last longer and go farther than anything you put on a flyer or a postcard. Treat it right, and it’ll stay with you throughout the life of your company, and pay serious dividends.
Again, a little advice:
- Be professional about your internet marketing.
- Consult a professional internet marketing consultant.
- Build a professional internet marketing plan.
- Make marketing decisions with thought and intelligence.
Happy marketing, from Market Moose – the Internet Marketing Consultants. Loose the Moose!