Biz On The Web: Forget Search Rankings!

Are you just starting out with a business on the web? If so, step 1 is easy:

Forget Search Engine Rankings!

To many this might seem like crazy talk, but give me a moment to explain myself.

Many businesses have been influenced by SPAM and the media to think that the single most important aspect of a successful website is a high search ranking. Is that what you think? (In a previous post I described some of the common misinformation spread in such SPAM.)

Don't get me wrong, search engine rankings are one of the elements of a successful website, but they are only one element and not the first one you should focus on.

Why Search Engine Ranking Isn't Step #1

Let's just imagine for a moment that you instantly flash onto the search engine ranking scene with all #1 placements for your selected keywords.

Instant success, right? Not necessarily.

High search engine ranking will result in visits to your website. But what is the business goal of your website? Are you simply looking for visitors? In most cases no. In most cases you have a more specific business goal, such as:

• Sell an item
• Get a new sales lead
• Convince the user of your qualifications

Does high search engine rankings directly help you achieve those goals? No. Search engines can send traffic your way, but it is up to your website's content to turn those visits into valuable business results.

So instead of focusing your initial attention on high search rankings, focus on your content. Focus on providing content that is of value to your audience. Focus on effective marketing copy. Focus on usability that will allow your users to easily navigate through your site and complete your defined business goals.

By doing so you can create a "website that means business". And as a side-effect, your business goal focused website will rank better in the search engines.

Tell Me What You Think

Which is more important, content or rankings? Which do you think should come first? What do you think?

The Secret of Search Engine Marketing

Chris Brown, author of the Branding & Marketing blog and President of Marketing Resources & Results, recently published a post entitled "What is your Search Engine Marketing and Linking Strategy?" She expertly summed up her approach with the words "Learn what to do. Do it." Right to the point, I like that.

Additionally Chris asked that others, including myself (thanks for the link!), respond with the approach we take to Search Engine Marketing and Linking for our blogs and websites.

Before I get into the simple process I am taking for my blog, I would like to take a moment to address a few erroneous ideas that I often come across.

Unfortunately I find many of my clients' initial introduction to the idea of Search Engine Marketing is provided through SPAM. Perhaps this SPAM will even be what motivates their call:

"Hey Justin, I just got an email saying for $800/month I can get guaranteed top ten placement in all the search engines, what do you think?"

Thus the first step I normally take for clients interested in Search Engine Marketing for their business is to provide a little education on the topic.

Guaranteed results

You can only "guarantee" that over which you have complete control.

In the world of Search Engine Marketing that means I can guarantee clients that I will do my best. I can guarantee that I will work hard. I could even guarantee that if I can't accomplish a specific goal I will refund their money.

However, it is impossible for me to guarantee that Google will do XYZ because I have no direct control over Google or any other search engines. Furthermore, exact search algorithms are not disclosed, and search engines are at liberty to change them whenever they so please.

Gaming the system

Search engines are powered by computers. Computers aren't too bright. Because of this some clever person always finds a way to trick the search engines into thinking a site is more relevant than it really is.

While this may provide quick and impressive results, it is not a good long term strategy. Taking this road means you make the search engines your enemies, who according to their terms of use are free to remove your site completely from their records if they so choose. If that wasn't enough, the search engines are constantly discovering these tricks and adjusting their algorithms so that they no longer work. Do you really want to start a never ending tug of war with the search engines? I don't.

Don't fight the search engine

Make the search engine your friend instead of making it an enemy which you must outsmart and outmaneuver.

So what do the search engines want? What makes search engines happy? The companies behind the search engines want to provide the most relevant results possible for any given user's search term, and are spending millions of dollars to do so. The search engines have brilliant men and women working hard to hone their software to provide the best results. Search engines want quality, relevant content.

So in the end, what is the first step to successful Search Engine Marketing? Give the search engines what they want! Develop quality content that is relevant to your desired search phrases.

My Approach

So what is the process I will be taking with this blog?

1. Publish content that will be of interest to my audience


2. Be helpful: Include links to suggested sites & software


3. Be a good neighbor: Inspired by another? Credit & link them


4. Be confident: If a "competitor" has a good post, go ahead and link them

No secret tricks. Just give the search engines what they want.

Of course, actually doing that means work. It requires an investment of time and energy. Decide to take ownership of the web branch of your business. This doesn't mean that you cannot partner with an expert company, but take an active part in the development of the web branch of your business.

Technorati Tags: blogging, branding & marketing, chris brown, search engine marketing