Feb
9
Sending a clear message to the engines
If you have attended any number of networking events, you are more than likely familiar with the conflicted attendee who hands you four business cards. For the sake of reference, let’s call him Bob. After any event, as you sort through a small stack of business cards, you ask yourself why Bob sells real estate, perfume, cell phones and vitamins.
Bob was very engaging, but in his 60 second elevator pitch, he only had 15 seconds each to convince you of his expertise in home sales, personal hygiene, telecommunications and nutrition. Even giving Bob the benefit of the doubt in regards to his expertise, your brain doesn’t really know how to classify them. So it gives up and goes on to the next business card.
Now, imagine this Bob had a web site to talk about all of his different businesses, and he had all the information on one web page. A search spider comes crawling to determine what the site is about, but can’t really make a determination – because none of the content is aligned around any one particular topic, and the title of the page is “Home.”
Search engine marketing provides visibility. That visibility requires that any web site has a clear and concise message. The trick is in knowing which message to broadcast, and the shortest distance to that knowledge is in keyword research. After all, Bob wouldn’t want to call himself an “independent land holding contractor” when all people really want is a real estate agent.
So, please do your keyword research, or hire an organic seo company to do it for you…
