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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.

How SEO Can Put Your Business at the Top of Search Results (Part III)

Last week, Marka and the FEI tribe discussed another best practice for search engine optimization. This week, the discussion continues with another SEO tip for businesses.  Remember, fire = print.

Org, Marka, Numo and Zoot sat around the conference room table. The morning marketing meeting hadn’t started and Zoot and Numo were discussing after-work plans.

“I’m going to the new Pallas designer clothing store in Agamemnon’s Mall to pick out a few new winter togas,” Zoot announced.

“Does it have good clothes?” Numo asked.

“It must!” Zoot said. “The store is always so crowded.”

“Ah,” Marka said. “You’re thinking like a search engine.”

“Huh?” Zoot asked.

“Search engines deem highly trafficked O-sites more important in page rankings than lower-trafficked ones,” Marka explained.

“That’s quite a Catch-22,” Org observed. “To become prominent in search engine results, our O-site must be popular. But to become popular, it would help if our O-site was prominent in search engine results!”

“Fortunately, we can drive more traffic to our O-site simply by linking to or displaying it elsewhere,” Marka said. “This makes it easy for people we’re already communicating with to visit us O-line. Here are a few ways we can do so...” [Marka began writing on the white board.]
  • Require every FEI employee’s O-mail signature to contain a link to FEI’s O-site.
  • Frequently link our sOcial media posts back to the O-site.
  • On all printed promotional materials, include O-site address and QR codes that take users to an O-site landing page.

“All of these activities will drive customers and prospects toward our O-site for free, boosting our search rankings,” Marka continued. “But another way to generate O-web traffic is to pay a little bit for it via an Oogle Adwords campaign. With this campaign in motion, ads for FEI will appear when users search Oogle for keywords we’ve purchased, and each user who clicks on our ad will be sent to our O-site and recorded as a visitor. By boosting our O-site traffic, Adwords can help us write more business and positively impact our O-site’s native search-engine ranking.”

“Is Oogle Adwords easy to implement?” Org asked.

“Is it pricey?” Numo demanded.

“To get started with Oogle Adwords, we compile a list of keywords relevant to our business: torches, matches, flames, fire-lighting service, etc. Then, we select a bid amount for each keyword based on our budget. If our bid is high enough, then our ad will appear,” Marka explained. Turning her head toward Numo, she added, “Don’t worry, Oogle Adwords lets users easily cap a daily spending amount. And we can bid on as few or as many keywords as our budget allows.”

“The last step is to craft pithy, attention-grabbing ads that will display when people search Oogle for these keywords,” Org chimed in. “These ads must attract those who will be searching for terms relevant to our business.”

After a moment, Zoot raised a hairy, immaculately combed eyebrow and suggested, “FEI, Inc: Torch-lighting Services Leader. High-quality Match Provider.”

“Couldn’t have said it better myself,” Marka agreed enthusiastically.

Today’s FIRE! Point
Search engines deem highly-trafficked websites more important in page rankings than lower-trafficked ones. One way to get new traffic involves implementing a Google Adwords campaign. Google Adwords is a program in which ads that link back to your company’s website show up in search-engine results for keywords you’ve selected. Adwords campaigns are very budget-friendly and you can easily cap spending amounts.

FIRE! In Action: Altercare of Ohio Boosts SEO, Boosts Sales 
The medical rehabilitation and assisted-living services company optimized its website for search engines by building outside links, creating more keyword-friendly page content, and improving the site’s conversion pages. As a result, the company increased the number of unique visitors to its website by 20 percent and, even better, increased its conversion rates by 154 percent.

Next week: The FEI tribe discusses the last element of good SEO.

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