(ARA) - The business world has always been competitive, but in today's strained economy, business owners have to be tougher and savvier than ever. Danny DeMichele, founder of the Internet marketing agency eVisibility, notes that when you add in the factor of rapidly changing technology, if you're not paying attention, your business can be left in the dust. The Internet continues to revolutionize business, in ever-changing ways. It can be a real challenge for most business owners to keep up with new techniques, technologies and trends that come along with increasing Web presence. Bigger firms might have the capital to bring on a full-time Web guru, but that's an expense most smaller and mid-size businesses can't afford. Luckily, there are ways for every kind of business to develop a stronger, more effective online presence. Companies like eVisibility specialize in search engine marketing services and can be your next step to success on the Web. If you have a Web site, there are countless pitfalls that cut your business down. Danny DeMichele of eVisibility offers these essential tips for success on the Web. DeMichele's free e-book, an essential guide for navigating through the process of getting seen on the Internet, is also available at www.evisibility.com. 1. Don't get caught without enough real content - It's an essential search engine optimization (SEO) tip. "When you are selling someone else's product or service, you often have no original content on your Web site," DeMichele says. "Google thrives on (and ranks) unique content. Come up with a unique sales pitch around the product. If you have a Web site that has non-unique content, sites that carry the same product that have been around longer will always outrank you. Make sure that you change content enough for search engines to think it is different. It needs to be at least 40 percent different for the search engines to like it." 2. Don't do "spammy" things - "If you are trying too hard to manipulate your page and campaign for search engines, you are probably being too aggressive," he says. "Keep it relevant and natural. Make the visitors happy, and you are more likely to make the search engines happy too." 3. Search campaign keyword selection - "Keyword selection is the most critical factor of an SEO or pay-per-click (PPC) campaign," DeMichele explains. "Make sure you are bidding only on relevant keywords that you can deliver information on. Getting traffic to your Web site, only for the sake of getting traffic, is useless. You only want to focus on traffic that can convert and turn into a customer. Otherwise the effort in SEO or PPC is worthless." 4. PPC ad copy - Write effective ad copy, and a lot of it, and let Google decide which is best. "Make sure your ad copy is effective and stands out from your competitors' ad copy," he says. "The more people that click on your ad, the less you will have to pay per click. This is what Google refers to as 'Quality Score.'" 5. Focus on conversions - Most clients are only thinking about traffic, but he points out that it shouldn't be your only concern. While traffic is very important, converting that traffic is equally as important. "You'll make more money converting 10 percent of 100 visits than 1 percent of 1000 visits," he says. "It makes life easier and keeps marketing costs down." For more information about optimizing your business's Web presence and online reputation management, go to www.evisibility.com. Courtesy of ARAcontent |
