If your business is depending on SEO for survival…You’re already dead.
If your business is built exclusively from SEO traffic you don’t really have
a business.
Here’s why.
Anyone who’s done optimization with any search engine for any length of time
knows that search engine algorithms change all the time. No search engine
benefits from showing the same results at the top for any great length of time.
Search engines need searchers to continually use the search engine.
If they publish the same results over a long period of time searchers will
gravitate to other search engines to turn up more varied and relevant results.
Unless your business plan involves only being in business for a short time
don’t look for SEO traffic to sustain you over the long haul.
Let’s say your one of the few fortunate businesses that, after months or years
of undertaking SEO, manages to get your site listed at the top of the search results
on one or all the major search engines under one or (even more rare) all of the
relevant keywords you want to target.
And, let’s say because of all the free traffic you’re snapping up and the fact that
your sales pages are closing deals like crazy, you’re making a substantial income online
(Now I have to admit this would be a humongous feat if you never took the time to test
your sales pages while you were doing all that optimizing) But let’s just say you did
everything right and you were booming…bringing in the cash hand over fist.
Life is good. You’re profiting 6 - 7 figures annually.
And then it happens… just like it always does.
The search engines change their algorithms as they’ve done so often in the past
and you’re toast. All of your positions are gone…Poof…Overnight, It’s all over.
It’s the same story. Your income went up and so did your expenses.
Now your income is down but your expenses are still up.
OOPS.And yes, it’s unbelievably devastating when (not if) it happens to you.
Welcome to the real world of search engine marketing.
You see, search engine evolution is not over. On the contrary, It’s just beginning.
Search engines are always evolving, changing and attempting to become more relevant.
The only way to survive is to evolve with them in real time as much as possible.
If you think you’re going to get something as valuable as targeted search traffic without
paying for any length of time…you’re drinking the kool-aid.
You want to sleep like a baby. Then build your business using pay per click and spend
your time making sure your sales pages work the very best they can.
When you cultivate your business using PPC you can build in longevity. As long as your paying
for the traffic you’ll always be able to get it. You can put your focus where it needs to be.
As a business owner your focus needs to be on sales. Pay per click lets you do that.
First you need to target the right traffic using the best keyword research tools you
can find. (If you already read it you know we spent a lot of time on that in Ground & Pound)
Next you need to focus on writing search engine ads with high click-through rates so
you get to pay less for the traffic. ( Also covered in Ground & Pound)
After that you need to send that traffic to relevant landing pages that actually get
your prospects to reach into their pockets, pull out their credit cards and order
your products or services. (I know I’m shamelessly plugging Ground & Pound, but it’s my
blog and I can do whatever I want).
Sounds simple doesn’t it?
It’s not.
Getting prospects to actually part with their hard earned income after
simply reading your sales page is one of the hardest things there is to do.
That’s why people that can do it make so much money. They’ve invested
their blood, sweat and tears learning how to do it.
Instead of spending all your time chasing “free traffic”, spend your time
honing your craft…learning how to sell online.
To your success
Posted on July 1st, 2009 by admin
Filed under: Uncategorized
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