I get asked this question all the time. The answer to my simple Oprah-isline question is usually yes. Really.
I guess that puts a lot of people off because everyone starts with a Yes! – endearing statement that could be taken as a yes or no. Well, maybe not this whole letter. But let me explain… I’ll begin with the fact that the next question is “what does Internet Marketing do?” Okay, it maybe comes as a bit of a detraction – because it might be a bit like a snake oil salesperson?
There, now let me answer the obvious question. I’ll proceed without all the snappy nominalities. In fact, let’s just answer the question in one quick sentence.
Internet Marketing is the process of optimizing your website in order to attract a tremendous amount of non-remembering clicks to your sales pitch. It’s not magic. It’s real business and it’s the business of people sharing information and allowing each other (or your competitors!) to do some heavy lifting.
Generally, most people believe that each search engine (Google, Yahoo, MSN, etc.) will find new information quickly and will make the web site readily available to my customer. In other words, they will put me on page one of the search engine. And they did. For most of my business on the web is not backed by a search engine. It’s too much work. I know that helps if I’m on page one for very competitive keywords, but in most cases I’m not.
And let me say this – I don’t even know what is there in the mind of someone who is trying to find a thing online. It only happens to me. I’ve done a job in my life that involves strategic researches and marketing, and if there’s something that outranks me on page one of Google, I don’t even feel bad! They’ll take the high search position and do their job. It’s because I provide better information than they do!
I never want to learn–and they don’t want to share–and spend time learning. They won’t know all the answers. I can only give what I know and let the other people determine if their solutions are the solution to the problem.
So, can’t get too caught up in the SEO-ness. Yeah, it’s pretty cool having your sites ranking on the first page of Google. The problem is that it’s only a matter of time before someone up there beats you to the punch. It takes too much time.
Getting back to my original question…
What does Internet Marketing do?
The most obvious answer is that it’s the process of getting found by the search engines. But that’s extremely expensive. I mean, consider investing in getting a $10 000 SEO expert who will for two hours work on your site to get you ranked in Google for a dozen keywords. Or, spend in several hundred dollars on a blog and a guru who will create subject specific pages for you. SEO is a spendy exercise where the results don’t justify the investment.
So, SEO (and Internet Marketing) is really about providing more information. Whether that information is a link to your site or useful information about a topic your site relates to (in order to keep things on topic) or offering eye-catching on-page elements (mainly colors, bolded text,.edu links, etc.) which’s the reason why some people call it “retaining your present ranking position” rather than “keeping your existing position”. For example if you want to rank for Florida Real estate law you would need to be an expert in real estate law. It’s about increasing the number of pages and retaining your ranking position on the search engines.
That’s the whole point and the best internet marketing solution is to keep your ranking position on the search engines. The rest of the optimization is all about getting traffic to your site, allowing your sites becomes known online via many of the social and media websites on the internet today. Viral marketing.
What specific steps do you need to take to maintain your ranking positions?
Let me begin by saying that SEO is a constantly evolving subject. What worked yesterday might not work tomorrow. Which is why web developers have long since pummeled with shoes algorithms and recommendation websites to become the next best thing. Google is open to new information and reason for which they continue to refine their algorithms (they call these algorithms the Pun Berks Results). The conditions form which they do so are clear because new light fills the room, tips off the light for every new innovation, and the world continues to access web pages and their interrelations, even when they’re not logged on. This is better than the old days of saturated websites which we know now end up on the second page of the keyword search engine. It’s pretty lame.