Businesses seeking to establish their online reputation sometimes turn to referencing agencies that make extravagant promises, but that often fail to deliver. Here are a few things to bear in mind when starting out.
On the Internet, there are all sorts of SEO professionals who promise the earth to businesses seeking to enhance their visibility. Eye-catching slogans speak highly of these Web gurus, with “first-place listings guaranteed on Google”, while swearing that clients have nothing to pay unless they are effectively listed on the first results page of the leading search engines.
These promises are widely denounced by true SEO specialists who, like SEOmoz, call to attention the turns of phrase, lies and contortions used by dream pedlars. By pointing out that rankings are inherently unstable, or that the search engines themselves call to attention the fact that such promises are illusory, these true specialists outline that which clients can lawfully expect from
• Tools rather than a magic wand: magical solutions simply do not exist. Any business seeking to establish its e-marketing strategy must first get to grips with the tools that are now considered essential: emailing campaigns, multimedia content, keywords, monitoring solutions, etc.
On the other hand, placing your trust in a “magician” means making yourself dependent on a service provider while sacrificing your flexibility. This is highly risky approach that is usually expensive, and one that offers no guarantees and no adaptability. In other words, the wrong solution!
• Content before a top Google ranking: Following a precise search (or often an over-precise search; read the SEOmoz article on this subject), it is all very well for a site to be listed among Google’s top results, but if that site is itself just an empty shell, the result in terms of leads will be zero, or next to zero. Reaching first place is a means, not a goal.
On the Internet more than anywhere else, content rules. A landing page that is comprehensive, attractive, eye-catching and backed up by a solid natural referencing policy will equate with success; do not think solely in terms of ranking. It is therefore up to e-marketing specialists to provide dynamic media to present a business’s content, while attending to its referencing.
• A suitable positioning rather than a Google bomb: Some professionals who pretend to be experts will claim to have automatic applications that can, for example, maximise link swaps to automatically improve your search engine referencing. Nothing annoys Google more than this kind of practice, one which it fights against actively.
Not everyone can be number one. This is even more so when the company in question is positioned on a highly competitive market. A company that is attentive to its positioning, remains on the lookout for niches and tracks down the possibilities of a long tail strategy will be much more successful than one that “cheats”.
Basically, any e-marketing strategy must be established with the long term in mind, and should be content-focused, with careful upstream preparation of the positioning. It should on no account rely on software artifices.
What do you think?