Always TWO Games Involved in Internet Marketing
Chris Adema | 2 November 2006 |
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When considering internet marketing and effective performance of a website, it is crucial to remember that there are always two games being played simultaneously. A website must first appeal to the search engines so as to rank well and receive substantial traffic. Then, it must also appeal to that traffic (visitors) to earn customers, clients, guests, etc. To focus on only one side of this equation is extremely counterproductive. Having all the traffic in the world, but no conversions due to an ineffective site is useless. Having a wonderful website that is poorly ranked, hard to find, and receives few visitors is equally useless.
Here at Blizzard, we often find that our clients have a tendency to dwell on only one half of this marketing equation. When a site is ranking well and receiving substantial traffic, the owner is at times resistant to making changes that could help conversions. Outdated sites, poor navigation, low quality photos, a lack of online reservations; these things limit bookings regardless of how extensive the site’s traffic may be. They are crucial for business.
Equally resistant is the owner who invests time and money in creating a beautiful site that is easily navigated and has professional and appealing copy. In ranking well with the search engines, the website copy MUST be manipulated to accommodate specific, highly targeted, and highly searched keywords and phrases. Sometimes this tweaking results in text that is not perfectly fluid. Sometimes it will even read somewhat awkwardly. Unfortunately, this can be necessary.
Blizzard knows how to play the “two games.” If we suggest changes to a website’s copy, it is for good reason. If we write keyword rich content, it is important to not rewrite it without first discussing the work with your Promotion Account Manager.
Here are a few other Blizzard Newsletter entries about Keyword Research
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