Page Rank, and other Obsessive Search Engine Optimization Fluff!

After investing a whole lot of money into SEO efforts

(outside firms and inside staff time,) I felt the need to get a few

things off my mind...

First, I can't tell you how much I understand the importance of

a great internet marketing strategy. So much so, that I probably

neglected our entire marketing strategy with the obsessive goal

of getting to the top fold of Google for our perceived golden key

words.

Second, I felt obligated (to release my own stress) and to

possibly help a few fellow internet marketers.

So I thought I'd post a few ideas about SEO, what worked for me,

and what I wasted countless hours and dollars over, that really

provided nothing in return except for a few coveted

"Hooorraaaaaaays!"

Let's start with Google's Page Rank. So many people obsess over

this (including me,) and why? It's like Charles Schultz compared

to doing a good deed: something like, "It's like peeing in a wetsuit.

It gives you a warm feeling, but nobody notices." My point is,

although it can be a good benchmark as to how well Google

scores your web page, it really doesn't mean a thing. Because

Page Rank by itself doesn't mean anything compared to having

a site that performs for you in terms of traffic or conversion, or

hopefully both.

Second, the coveted "First Page of Google." This one is usually

THE PRIZE that everyone who knows anything about SEO

completely obsesses over to the point that it's all that matters.

Here again, I promise you, it REALLY doesn't matter if you're

number one on Google, but nobody is coming to your site

regardless. An example would be if you rank number one for

a key word that is so non-relevant that nobody is searching

for it. One "sucker-punch" that SEO companies sold me on

was, "Hey look! You're number one for your company name!

You're on your way!" This one provided a quick applause, but

before I understood anything about SEO, it didn't matter.

Consumers normally search based on key words relating to

their interest, not your company name. Or you may rank well

for some key word that is never searched for!

Third, (this one is the most frustrating,) you can be getting tons

of traffic to your site, but if you're not converting (getting leads,

sales, or building a list,) it just doesn't matter. The second biggest

sucker-punch from web designers and SEO firms is tricking you

into thinking you have an incredible web site, but (again) I

PROMISE, if you don't learn how to set the site up to convert,

nothing else matters! All the dancing clowns and crazy sound

effects can be merely distractions if you don't do what it takes

to convert.

What did work for me (and our company,) was staying focused

on the goal(s), such as, testing and using proven methods that

equates to sales and revenue. Don't forget about all the other

stuff that used to work (and probably still does.) For example, I

ran an ad in a local newspaper last week for $100 that has

converted into 50 leads and two sales this week. $100 for 50

leads and 2 sales was fantastic for my property rental business.

I keep reminding my partners that there are many other ways to skin a cat, and that we best keep researching and fine-tuning if we're to try to get the internet marketing stuff to work as well.

So my point is, stay focused, and keep your eye on the prize.

Don't get caught up with the fluff, and if you're choosing to work

with outside vendors (web designers, SEO firms,) make sure

they know what they're doing and are helping you with what

matters: sales and revenue.

Till next time,

SirEdserv (Chris)