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I came across this post the other day related to internet marketing where various observations were made about obtaining a high “ranking” for a website, however there were some areas that I would like to expand upon which may oppose some of the traditional beliefs held in the industry.
Don’t focus on page rank.
The term “rank” is used to mean many things and often people focus on Google’s own page rank or PR factor which is a formula that Google uses to determine a sites relevancy in search marketing terms. This however, contrary to belief does not determine whether that site will actually be determined relevant for the very things you want it to be.
Example – we built this test site on Kids Motorbikes and purposely did not geo-target the content (where the search engines determine relevancy by geo-graphical location, yes indeed) and achieved top 5 listings in many geographical locations for a wide range of relevant terms within 30 days with ZERO page rank using totally white hat techniques.
Hmm, interesting I hear you say….there are a few more where that came from and some with some interesting tools that I will share with people in later blog posts.
Research to find out what IS relevant – not what you think it is
Relevancy is a blend of three things;
- what a search engine determines something to be relevant
- what a searcher or researcher determines something to be relevant
- and finally what a customer or active participant determines something to be relevant
When developing your site and the roads that lead to it you need to blend all three into a fine internet marketing soup so that you have the right flavours combined together for each parts of the process.
This starts with research, and I cannot stress this point enough, to learn how or what your customers are doing to beat a door to relevant content or not as the case maybe. There will be specific things that they do, or search for, and your job is to associate yourself with those things if you want to generate traffic from search. This starts with keywords which are the Queen to the King, who is content.
Don’t waste time on irrelevant keywords and search terms
Putting yourself in the mind of your customer is important when developing a sales or marketing message, but learning what they do to find you in the first place is a VERY different thing indeed.
Creating a “theme” and developing thematic relevance requires some scientific and statistical research to determine what your core theme should be (the parent) and the related child themes. This should be balanced against the overall competition for that theme, commercialism (the likelihood of business) and the potential to generate traffic and lots of it.
Guess and you will find yourself wasting a whole bunch of time.
Furthermore there is no point writing about unrelated terms that are not thematically linked to your main theme as they will actually adversely affect your site i.e. don’t talk about oranges when your site is about apples unless you can prove a themed link between apples and orange which will be seen by search engines and your target audiences.
If you can’t measure it then DON’T bother
So once you have a measure of whether the main theme is worth pursuing because we have stacked, statistically, the odds in our favour we now need to measure the results and track them to learn from this process.
It may be that our initial research did not reveal everything we thought it would and now that there is some REAL data it will actually help to improve the site or drive us to a decision to drop the whole thing completely.
Having some analytic s that show where people come from, what they did that triggered their arrival and what happened when they arrived can be a real eye opener.
Finally
Internet marketing consultants should be your guiding light to navigating a path through to a winning internet marketing formula, not misleading you with technical babble and false promises.
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