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SEO Wallflowers, Its Time to Hit the Dance Floor
Search engine optimization article on common frustrations of SEO and why it's worth the time.
August, 2003 -- (c) 2003 by Michael Pedone, www.eTrafficJams.com. If youre new to online business, youre likely just discovering search engine optimization (SEO) and its happy offshoot, targeted web site traffic. Deep down, you know that eventually youll have to pay more attention to them but youre just too busy at the moment.
Or maybe youre the designated optimizer in your workplace. Youve stepped out onto the floor and learned a few basic steps to improve search engine rankings. But youre finding it hard to keep up with your dance partner. The Googles and Yahoos are, after all, constantly changing the rhythms and algorithms of the search engine boogie.
So, after each crawl you hold your breath to see where you rank and how thats going to impact on your bottom line and how much more time and effort youll have to expend to get the kind of targeted web site traffic that will keep the boss from breathing down your neck. Its enough to make you want to sit out the next number.
But dont. Because now more than ever, effective, professional search engine optimization is a necessity, not a luxury, for online businesses.
Why We Need This Aggravation
An overwhelming majority of Internet users use search engines to find what theyre looking for. In fact, the only time we dont rely on the engines is when we already know the web site address we want.
Add to that the fact that an estimated 56 per cent of all searchers dont bother looking at more than two pages of results and only a quarter of them reach the third page, with the numbers dropping sharply after that... well, the importance of good search engine placement starts to become clearer.
If the raw numbers dont impress you, heres something that should. The people who use search engines to find vendors arent just generic, faceless traffic. They are 'targeted web site traffic.
Aiming for the Target
Why is the word 'targeted so important? Let me illustrate by using two traditional offline advertising methods and their online parallels.
First, we have a direct mail flyer, say for carpet cleaning, distributed to hundreds of thousands of homes in a metropolitan area. A small percentage of recipients might actually read the thing before deep sixing it.
A small percentage of that small percentage might coincidentally have dirty carpets. They might eventually contact the advertiser and initiate the sales process.
A lot of leakage there.
You could say that in the online world, unsolicited commercial email (spam) is the direct mail flyer of the medium. Widely cast. Untargeted. Low response rate. High annoyance factor.
Now, lets look at advertising in the yellow pages. When somebody looks up your carpet cleaning company in the yellow pages, takes the time to read your ad, and calls you up or comes to your location, THAT is targeted traffic. They already want what youve got; its up to you to close the deal.
Search engines are the yellow pages of the web economy. They are your ticket to highly targeted web site traffic.
Going Pro
So if the boss has designated you the company SEO expert, its your job to take the lead in the rankings > targeted traffic > conversions bossanova. And it can be done, but only IF you have the motivation to learn the fancy footwork of search engine optimization, the time to practice it, the light-footedness to keep up with its changing moves, and the energy to keep on dancing from now until... well, forever.
However, if you have two left feet or just arent interested in learning the SEO boogie, dont give up on optimization. There are several professional search engine optimization companies out there that actually seem to enjoy the long hours and hard work, and can produce verifiable results that you can take to the bank.
To learn how to seek out a good SEO company, please read our previous article, Seeking a Search Engine Optimization Company? You Better Shop Around (http://www.etrafficjams.com/search-engine-optimization-company.htm.
Now... shall we dance?
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