Q: If a tree falls in the forest and no one is around to hear it does it make a sound?
A: No, if no one is there to hear it.
In the same way, you may have the greatest product or service, but if no one knows about it, then all your work has been for nothing (and your marketing prowess could be called into question). As a marketer today, you must incorporate the Internet in your marketing communications … which means you need to understand Search Engine Optimization, or SEO.
As a concept, it isn’t hard to comprehend. Your prospects will typically go to an Internet browser when considering a product purchase, performing a search by keywords of what they seek. Some will already have an idea of what your product is called or what your industry terms are. Some will not, so will search by the challenge they face. It is up to you to know which is relevant, and then build search engine optimization into your marketing communications to match these search profiles.
The challenge is that you are competing for these words with often hundreds or even thousands of other sites, many that have dedicated staff working every day to improve their rankings. This is an onerous task to those just getting started. There is a first mover’s advantage. Those building their keywords and search phrases first tend to secure the top rankings and can defend them effectively. The best offense to a well placed competitor is to further refine your keywords to be more specific to a smaller sub segment of the market you are trying to reach. And, create a lot of new content.
There is another angle … game the system, known as “Black Hat SEO.” A recent approach has been to post a lot of content on different sites with links to your site, to help increase your ranking. This is against Google’s policy – it is artificially raising your rankings. JC Penny just got busted for it (read more here), and now their site has been black listed from Google. Just last week Google announced they are changing their search engine algorithms to put a stop to this type of behavior, penalizing sites that really are only comprised of “Article Vomit,” as Chris Knight, CEO of Spark-Net Corp coined, as stated in a recent Wall Street Journal article.
There is really no substitute for continuing to add new content. New information, commentary or announcements – especially with links coming from other websites – is a great way to demonstrate to Google, Yahoo!, Bing and the others that you are an authority in your field. This is one of the biggest reasons why blogs have become so popular. They are a great way to show frequent new content that is specifically tied to the needs of your target market.
So, next time you are writing a press release, web page or piece of collateral, think carefully about how your document might be found on the World Wide Web. What need you are serving and what problem are you helping to address? What words would be used in a keyword search on that topic? Then, go back and finish your piece. After all, if no one finds it or reads it, it might as well have not existed!
Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies. Gordon can be found on Google+.