Why Search Engine Traffic Should be Your Top Priority

by: Nandang S Nugraha | Total views: 80 | Word Count: 1353 | View PDF | Print View

 by: Richard Zwicky

Most Internet marketing methods are risky and many will
not have any affect on traffic to a web site. Some online marketers
will sell you anything from banner impressions, to mass email campaigns
(spam), to popup ads. All these marketing tools can work, but they are
also extremely risky. Some people I know find pop-ups and spam so
annoying that they will never purchase anything from a business that
uses them. These plans are probably not the best customer acquisition
strategies, and more likely they are a total waste of money. So why
would anyone bother risking money on marketing strategies that probably
will not increase traffic to your website? Why not concentrate on what
does work? - The search engines.

Have you ever been contacted by online marketers who
promise to deliver a "ton of traffic" to your website" ? I get these
emails every day. Here's a quote from one I used to get 10 times a day
(until I automatically filtered it to trash):

"Hi I visited www.metamend.com, and noticed that you're
not listed on some search engines! I think we can offer you a service
which can help you increase traffic and the number of visitors to your
website.

I would like to introduce you to
thispromotioncompany.com. We offer a unique technology that will submit
your website to over 300,000 search engines and directories every
month.

You'll be surprised by the low cost, and by how effective this website promotion method can be.

To find out more about thispromotioncompany and the cost
for submitting your website to over 300,000 search engines and
directories, visit www.thispromotioncompany.com. (...)"

Have you ever received one, and wondered why they were
contacting you? First off, how did they find your web site? What search
engines are they referring to? If they really could deliver on their
promise, then they would have so much repeat, and word of mouth
business, that they wouldn't have time to be calling or emailing you.
Lastly, how many people actually believe that there are 300,000 search
engines?

While it's true you need traffic from the search
engines, you don't need to use spam techniques to get it. You need real
results, and not false hope.

Increase Web Site Traffic,.. Naturally

It is true that the best way to obtain lots of targeted
traffic (customers) is to acquire it based on relevance, via the search
engines. Various studies show that anywhere from 83% to 92% of first
time visitors to a web site find it through the search engines. That's
an incredible statistic. If you are not acquiring those customers as a
result of a relevant query, then they will be disappointed. They may be
disappointed with the search result, but more likely, they will be
disappointed with your web site.

In the online world that's your first impression. We all
know how important a first impression is. You can never get a bad one
back, and a good one will carry you a long way. You have to make sure
that the search engines are sending you visitors that are looking for
your products or services. If your web site matches their interests,
they will remember it, and come back, even if they do not make a
purchase on that visit. If they find it irrelevant, they may have
subconsciously formed a negative opinion of your online business,
through no fault of your own.

Search engines provide a continuous stream of targeted
visitors to your website, and for the most part, it's free of charge.
Some engines do charge a listing fee, but most do not. The only thing
the search engine asks is that each web site operator makes an effort
to provide relevant and good information to web surfers for a
particular search phrase. If a web site does so, the search engines
will reward the site with increased good quality traffic.

Search engine traffic is a win-win situation for any
online business. It doesn't take much to improve on most web site's
search engine traffic - it just takes optimization. Did you know that
as of January 1 2002, there were 160,000,000 domain hosts in use
worldwide? Did you know that 88% of the web pages worldwide are not
indexed by the largest search engines? 88% of web pages are not
optimized. How can any business survive on the Internet if it is not
optimized for the search engines, and thus can never be found? How can
they exist if over 83% of first time visitors never find their web
site? How much more money could a web site operator earn if they
ensured their web site was even partially visible?

If you have an informative web site, the search engines
want to send you lots of customers. That's because the more web surfers
find what they want, the more they'll use a particular search engine
and recommend it to their friends. The search engine also benefits, as
it becomes known as a resource that gets its clients - the searchers -
to their destinations quickly and efficiently. The more people
recognize how well the engine works as a resource, the more it gets
recommended, and used. As the popularity increases, so do the engine's
revenues from advertising.

What Does Your Web Site Need To Receive Traffic From The Search Engines?

Small web sites with only 1 or 2 pages set themselves up
for failure, simply because they usually don't have enough content of
interest. There are of course exceptions, where the 1 or 2 pages are
each as long as a book. But these are awfully frustrating to read, and
no one will be satisfied with them. Most often 1 or 2 page sites are
simply too short to provide any useful information, so the search
engines don't take them seriously. Among other factors, the search
engines examine how deep a site is. The more meaningful content
present, the more weighty the site is viewed as, and the more
importance it is given.

If you are wondering about whether to bother, ask
yourself this: Why does your company have a web site? What does the
company do with it? Think about it. Most companies today have web
sites, and most market the web sites to facilitate customer
acquisition, to increase their customer base, and to improve customer
retention rates.

There are a number of reasons for having web sites. Many
companies use theirs to enhance their customer service. Using a web
site as a marketing vehicle is a great way for a company "to put the
word out" about products, services, or offerings.

Most importantly, remember that your web site is an
online resource that your clients can use to find answers to frequently
asked questions, "how to" tips, and to educate themselves. When
including content on a web site, always remember that the knowledge
shared may be common to you, but it's likely that you are an expert in
the eyes of your clients. People visit your web site for your product
or service, but also for information. If they find useful, relevant,
information, they will keep coming back, and will likely make
purchases. People like to buy from experts.

Instead of thinking of your web site as nothing more
than an online billboard or business card, think of it as an online
menu, that lets people get an idea of what it is you do, and how you do
it. Develop a content rich website, optimize it, and let the search
engines increase your website traffic, naturally. If you optimize each
major web page within your site, you will increase the rankings in the
search engine results and therefore receive targeted traffic for each
of those pages.

Doing each of the above - ensuring relevant content is
present, and optimizing the pages - will ensure that the search engines
have what they need so they can do their work. It will also ensure that
they can send you targeted traffic (customers), so that you can get
that 83% of first time visitors your online business needs to survive.

About the Author

Richard Zwicky is a founder and the CEO of Metamend Software, www.metamend.com, a Victoria B.C. based firm whose cutting edge Search Engine Optimization software is recognized as the world leader in its field. Employing a staff of 10, the firm's business comes from around the world, with clients from every continent. Most recently the company was recognized for their geo-locational, or GIS, and phraseology and context search technologies.

articles@metamend.com

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