A question we like to ask our clients in our initial interview is “What are your goals for this search engine marketing program?”. The most likely answer is “Improved Search Engine Placement“. Part of the education process that we employ is explaining that it’s not JUST about placement, it’s about increasing RELEVANT traffic to your site. The kind of traffic that can convert to good business.
One method behind our goal of improved search engine placement is to understand that it’s not just about YOUR site being placed high in the rankings. We all, of course, want that. But what about the sites around you? What you can do about those sites? They are usually competitors – so what can you do about them?
Well, they say…keep your enemies closer…
So how do you do that?
Many times in the industrial world, when you do a search for a product or services, you see some of the industrial directories listed there. These directories have loads and loads of good, relevant content. It’s going to take time to get placed higher than them. But at the same time, you really only get two positions for a result. So let’s say you get the #1 and #2 spot. This does not mean 100% of people are going to click to your site. Some might think the directory sites might be better as they offer more choice and pass over your listing.
What happens then?
Well, if you are listed in the directory, there’s a chance the will click to you, remember they just saw your url.
If you’re not in the directory, chances are slim they’ll click back to your site after the directory.
The point of all this is that if you can’t always beat them, you might as well join them.
Do some searches for your keyphrases and look at who IS placing high for those terms. See if there is an opportunity to be listed in that site – but ONLY if it’s revelent to your website’s products or services. Just getting any old link will not help too much. And it’s not just the industrial directory sites. It could be any related site, really. It could be association websites, local search pages, yellowpages.com, or blogs!
The end result of these efforts will be Improved Search Engine Placmement by way of increasing traffic – it all goes hand in hand. You will be able to be in more places and not depend on just your site to send you qualified traffic. So instead of just having two places in the results, you could be apart of 8 or more.
More results = improved traffic. At the end of the day, that’s what we all want.