Making Changes on a Whim Could be Risky
Blizzard Associate | 5 July 2007 |
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Discuss modifications with your marketing team.
Your website is designed and optimized - looks great, ranks well. But now you are thinking some text changes might make it sound a bit better, more descriptive. Since you have the access and ability to do this, why not just go in there and do it yourself? You will only be making some minor adjustments, swap a word or phrase for something that “sounds better.” What harm could it do? You only want the best for your site and your inn. While we encourage clients to actively participate in their online marketing campaign, before you inadvertently sabotage your great search engine placement.
Clients with the ability to make changes to their websites should proceed with caution if they have a marketing plan and the site has been optimized. Select phrases are carefully chosen in order to help your site perform well organically in the various search engines. It may be as simple as changing ‘bed and breakfast’ to ‘hotel’ which may throw your top first page placement to the bottom of the third page!
The best way to avoid this pitfall is to stay in communication with your online marketing team. A quick e-mail with the proposed changes allows the opportunity for review to see if the suggested text changes will work harmoniously with the existing optimization. Your team can do a quick keyword review to be sure what you would like to use is the best choice for your site. If not, other phrases might be suggested or you may be encouraged to leave well enough alone. Sometimes, what you think is the right term for your property is not what people are searching for. We have the tools, knowledge and experience to decide what will help your placement and we are here to serve you!
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