3 Keys to a Successful Web Presence
SEW EXPERTS: AU NATURAL By Mark Jackson, Search Engine Watch, Mar 31, 2009
Columns | Contact Mark | Biography
Whenever I ask a prospect what their goals are, all too often their answer is, "We want to rank in the top three results for keywords A, B, and C."
Is that really a goal?
Now, I understand that high rankings (or, rather, organic search traffic) are important. I sincerely believe that a sound organic search strategy should be the core of every business's marketing efforts.
This goes back to the old adage of running a business (location, location, location). You must be where people are actively searching for your product or service offerings.
However, imagine that you had the perfect retail location and yet your storefront was filthy. Perhaps there isn't as much as a sign with your company's name on the front of the building. Perhaps, once you get into the location, not a single item has a price tag and the salespeople are nowhere to be found.
That traffic coming through your parking lot isn't going to help much, is it?
There are three basic rules that you need to follow to have a successful Web presence:
- Brand matters.
- Usability matters.
- Search engine optimization matters.
Brand Matters
The look and feel of your Web site is a key component to success on the Web. For example, last summer, a retailer that was enjoying great rankings in the search engines approached my company about a possible redesign of their Web site.
When I pulled the site up, it was very evident that these folks needed a facelift (the site was very '90s, with no brand -- not even a logo -- and it was poorly organized). This e-commerce Web site was typical of many: it was graphics-heavy (not even formatted consistently) and had little to offer in terms of (keyword-rich) product descriptions.
Bottom line: there was no way that I would drop my credit card info on this Web site. I didn't trust it. If I were a common searcher, I'd probably spend about five seconds on the page that I landed on, then hit the back button and check out the next result.
Build a Web site that exudes credibility and trust with your target audience. Because online, a competitor is always next door to your perfect location. And, next door to them is another competitor. You get the picture?
Usability Matters
OK, let's assume your Web site looks great now. So, if you manage to get the traffic to your site, you probably want people to fill out a lead form, call you, or buy a product.
Too often, prospects tell me that a phone call is a major point of emphasis for them, yet you can't easily find their phone number on their page. Check some of the most successful e-commerce or lead-gen Web sites and you'll notice that most of them display their phone number on the top right of every page. Little things like this can have a dramatic impact on your success.
Some people make a lot of money consulting on landing page optimization for paid search efforts. If you're looking for a great book on landing page optimization, check out Tim Ash's book or get some tips in his Search Engine Watch By The Numbers columns.
Every click/visitor to your Web site is valuable. Yet many don't put the effort to get the most out of every click.
Once you get people to your site, what do you want them to do? Download a white paper? Sign up for a newsletter? Complete a lead form?
Now, be honest with yourself. Are you making this action obvious to your visitors? People on the Web have very short attention spans.
That brings me to another point: how long does it take your Web site to load? Use this free tool to check your Web site's load time.
Search Engine Optimization Matters
Now, just because I put SEO last on this list doesn't mean that this is the last thing you should do. Oh no. The creation of your information architecture absolutely should be done in conjunction with your SEO efforts.
Your SEO team should research (or at least approve) the content management system and coordinate the design and site development. SEO is the foundation of your efforts.
Funny thing about how SEO and usability go hand-in-hand. Visitors to your Web site like content. They may be researching and need to read those detailed product descriptions.
And, coincidentally, search engines like that content, too. So, the more search engine friendly you make your Web site, the more usable the site will become. If your content is good enough, people might want to link to your Web site.
You know what else users like? Blog content. They love finding "unbiased" helpful/resourceful information. They love reviews. They love forums.
Guess what. Search engines love this stuff, too! Ever seen Wikipedia show up in your searches on Google?
So, next time you're trying to determine your SEO goals, stop for a moment and think about the bigger picture. SEO is just one part of Web success.
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Biography
Mark Jackson, President and CEO of Vizion Interactive, a search engine optimization company. Mark joined the interactive marketing fray in early 2000. His journey began with Lycos/Wired Digital and then AOL/Time Warner. After having witnessed the bubble burst and its lingering effects on stability on the job front (learning that working for a "large company" does not guarantee you a position, no matter your job performance), Mark established an interactive marketing agency and has cultivated it into one of the most respected search engine optimization firms in the United States.
Vizion Interactive was founded on the premise that honesty, integrity, and transparency forge the pillars that strong partnerships should be based upon. Vizion Interactive is a full service interactive marketing agency, specializing in search engine optimization, search engine marketing/PPC management, SEO friendly Web design/development, social media marketing, and other leading edge interactive marketing services, including being one of the first 50 beta testers of Google TV.
Mark is a board member of the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) and a member of the Dallas/Fort Worth Interactive Marketing Association (DFWIMA) and is a regular speaker at the Search Engine Strategies and Pubcon conferences.
Mark received a BA in Journalism/Advertising from The University of Texas at Arlington in 1993 and spent several years in traditional marketing (radio, television, and print) prior to venturing into all things "Web."
Article Archives by Mark Jackson:
» 3 Keys to a Successful Web Presence - March 31, 2009
» Is There Such a Thing as the Perfect SEO? - March 24, 2009
» Setting Expectations for Search Engine Optimization - March 17, 2009
» Big Brands are Starting To Get It -- or is Google Starting to Get Big Brands? - March 10, 2009
» Search Engine Optimization in a Down Economy - March 3, 2009
» International SEO Challenges and Tips - February 24, 2009
» More Articles by Mark Jackson
