An SEO Primer for Entrepreneurs

So, two weeks ago you realized that your company was missing out completely on online business. You were struggling to make your minimum sales quotas month to month,primers for sale and you certainly weren’t moving forward. For the past two to three years now you’ve watched your profit margins get slashed, your ROI drop precipitously, and your bottom line bottom out. You’ve been wracking your brain to figure out what to do, how to reinvigorate your struggling business.

Your kids were your first inspiration – day after day for several years you’ve come home weary from worry, to find them plunked in front of the family desktop, staring, laughing, and telling you to watch the latest video online. You always hated computers, even from the start of the personal computer revolution. You found them intimidating, confusing, and beyond comprehension, but as time has gone by you’ve gotten used to the notion that they seem to be here to stay. All your business associates, friends, family and neighbors seem to have embraced them with gusto, but you alone have held out. You felt yourself to be the last bastion of normalcy in a world aswim in electronics.

Ah, those kids… they drive you crazy, don’t they? You wonder, “How much time per week do those kids spend staring at that screen, while they might better use their time on more constructive things?” “What a waste of time,” you harp.

You’re bothered, annoyed, worried about your company, as well. “How can we get back on top of the market?” you wonder. You’re watching those teenage maniacs glibly speeding through their paces, dried sea cucumber for sale page after page, photo after photo, clicking this and that. You stand amazed at the amount of attention and time they devote to this meaningless pursuit.

Suddenly, something caught your eye as you are peeking over young Courtney’s shoulder. There, in the right column of the page was a small advertisement for a company that offers self-publishing of books. Your jaw muscles clenched and then went slack. Your children heard a strange “clunk” as your jaw made contact with your collarbone. Drool began to stream from your pendulous,  adderall for salequivering lower lip as you stared incredulously at that little, “insignificant” ad.

“What,” you may ask, dear reader, “is the cause of the above graphic description?”

Our captain of industry had just had an epiphany regarding internet marketing platforms. Namely, that of finding that his main competitor is the source for the ad that he was gazing at right at that moment with incredulity. Our hero had just found the source of his frustrations, he’d finally realized how stuck in the mud and out of sync with the rest of the business world he truly was. As I mentioned before, he’d had an epiphany.

So, getting back to our hero… You met a man who owns a specialty fabrication company. He told you of how his company was on the rocks. He talked about how he and his partners were beside themselves, not knowing how to proceed or what to do to overcome the multifaceted impediments that were preventing them from prospering. Your new friend said he was about to throw in the towel when he heard from a business acquaintance about a certain marketing company. Your friend said that he made the decision, after hearing about the complete turnaround that occurred with his friend’s company, that he had nothing to lose and that he’d better give it a shot, or spend the next several weeks and months watching his business go down the tubes.

Your friend conveyed to you how, despite his misgivings, he watched in awe as, just a few weeks later the orders started to trickle, then flow, and finally to pour in. After awhile, it became clear to him that he needed to expand in order to handle all the business!

Convinced, mostly, you contacted the same marketing consultancy, cash77 looking for answers, solutions to the mire you found yourself trapped in.

Shift ahead one month. You hooked up with that marketing consultancy, a Cincinnati marketing firm, and watched things miraculously come together. The consultancy created a new logo that describes your company in a bright, new way. A website took shape, sporting the latest advances in technology. The next conversation you had with the marketing rep went as such, “We need to optimize your website for search engine marketing.” You blankly looked at him and said, “Okay.” He explained to you that SEO is an ongoing project, a moving target, but that it was totally necessary to commit to sticking with it, and even increasing the scope and breadth of the overall program into the future. That took you aback a bit. Your face betrayed the fact that you still had some doubts about the whole thing, “After all, this isn’t what we always did in the past,” you complained. “And look where that got you,” the marketing rep replied gently. He assured you, again, that the times have changed and there are many more options than in the old days. You no longer needed a dedicated bank of secretaries, operators, a back room full of high schoolers and college kids folding, stuffing, licking and stamping direct mail pieces, and more, to make your business hum. In fact, that route was a waste of money.

“What we’ve seen, using our four-step marketing method, is unprecedented growth, up to 300% for some clients,” the marketing rep continued. “We are making an SEO marketing plan that, if followed, will drastically grow the traffic of your small business. Being a marketing consultant, what I’m sharing with my clients isn’t theory. These suggestions are strategies that have proven to provide explosive growth for many small business client’s revenues, some 200% or 300% annually. A large part of our focus and work involves the marketing arsenal weapon, SEO, which directs prospects to your main website.”

“Okay. Let’s talk about 6 key concepts that have the potential to greatly help your company grow,” says I.

SEO Tip #1

On-site Optimization – With going into great detail, by optimizing, or changing, the code, the content, your keyword density, as well as the linking structure of your website in certain ways, the top search engines will end up approving and promoting your site. We make sure that we fix your broken links, checking that the meta data is clean on the entire website. Eliminating duplicate content on your website is very important, as well. So basically, the first step is to make sure that your site has all the attributes that will make search engines like it”

SEO Tip #2

Micro-site Marketing – “This next technique might seem like I’m just saying this to make myself more money. Don’t believe it, my motives are pure, although I will make myself more money by doing this for you, and so will you…

Imagine the effect that having 60 small websites all selling exactly what your main site sells, but using different keywords, original content, and images. Now 60 is just a number that I grabbed out of the air. It could be any number, as there’s no magic number. The point is creating a whole bunch of exposure, right? By creating, let’s say, 60 small, even 1 page sites, you are weaving a web of notoriety for the advancement of your agenda – sales!

a. Use an SEO-friendly Platform – To get optimum results, we mostly use a certain well-known website platform. We typically create a custom theme, or customize an existing one, with SEO as the focus. Once that theme is completed, and signed off on by our client, we use the same theme, with some minor changes for each of the additional micro-sites, maintaining a uniform look throughout. Think of it as a unified campaign.

b. Make Sure Your Domain Name is SEO Friendly – Let’s say that we have a client come to us who owns an HVAC company. “Stan” says to me, “Frank, we are only five miles away from Kenwood and Montgomery, but we can’t seem to get any business in those two areas. They are, as you know, high-dollar areas, and it would be great to get a foothold in the region. What can you do for me?” “Stanley my friend, I think we can help. We’ll build some sites for you with keywords written into the domain name, the URL. So then, when people search those keywords, for those areas of Cincinnati, your company will come up at the top, they’ll call you, and you can close the sale! The keywords might look like this:

Keyword – Kenwood Ohio HVAC Company

Keyword – Montgomery Ohio HVAC Company

While your domain names might be:

Domains – www dot kenwoodohiohvac dot com or www dot montgomeryohiohvac dot com

Of course, we’re not talking about your main website! These would be micro-sites for SEO purposes only, for the generation of traffic in those areas. We could just make one site, and then clone it many times, changing the verbiage of each.

c. Ya Gotta Have Unique Content – Just as the maxim in real estate is “Location. Location. Location.”, the maxim when dealing with search engines, and especially the big one, is “Original. Original. Original.” – content, that is. The biggest search engines couldn’t care less about the number of sites a company has, they just want each one to be UNIQUE, text-wise. They can have the same theme, looking very similar, but they have to have unique content.

SEO Tip #3

Webpages which Convert – By fixing your on-site SEO, and working on creating multiple micro-sites, a small business can be fairly sure of good results. The thing to avoid is whipping out a bunch of low quality, schlock-type sites. Good quality content, useful information, good design, and a focus on closing the deal, tactfully, will give a good return on your marketing investment.

How do you know whether what you paid for is actually having the desired results? Measurement! Because you have multiple microsites, you are able to do much A/B testing. Change one aspect on one site to differentiate it from the next, and you’re on your way. Not only is such testing a good idea, but it is critical to your success.



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