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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.
 

Improve Your Business’ SEO Performance (part 2)

 
Last week, the FEI tribe learned how intelligent SEO tactics can increase O-site traffic and consequently improve sales. This week, Marka discusses more potentially useful SEO activities for businesses. Remember, fire = print.

“How else can we improve our O-site’s search engine position?” Org asked.

Marka began scribbling on the whiteboard:

Increase Website traffic

“Search engines deem heavily-trafficked O-sites more important than low-trafficked ones,” Marka explained. “Without much traffic, our O-site will descend into irrelevance. We can generate traffic the old fashioned way: by paying for it.”

“What do you mean?” Zoot asked.

“I’m talking about ‘Zeus’ AdWords,” Marka explained. “Potential buyers who view and click on our ad will be brought to our O-site and be recorded as a site visitor.”

“We don’t have the budget for a large-scale paid campaign like that,” Numo warned.

“There won’t be any onerous costs,” Marka said. “‘Zeus’ and other programs allow advertisers to easily cap daily spending amounts. We can place affordable ads that will display when prospective fire buyers search for certain relevant keywords—e.g. fire, matches, torches, etc.”

Marka continued scribbling:

Write search engine friendly Web page text

“Search engines scan O-site text for repeating words and use these words to help determine O-page relevancy, which is a major SEO component,” Marka said. “However, you can overdo the repetition and end up with content that barely sounds like Olympus English. Getting the balance right is critical. We should start with well-written copy that’s to the point. During copy review sessions, we’ll consider tweaking a word here and there for SEO purposes, but it’s better to prioritize impressing visitors than search engine bots.”

“I was thinking of redesigning our new micro-site as flash-only,” Lucy shared. “How would that affect its SEO?”

“Flash-only sites look great,” Marka said. “However, getting search engines to read Flash pages is trickier. Flash-only sites must be designed carefully.”

Today’s FIRE! Point
A lot of Website traffic is generated through search engines. If your important services and products rank highly in popular search engines, your Website will get a lot of page views. More customers are finding print solutions online and using search engines to guide their buying decisions, especially when looking for different capabilities.

There are many tactics that can drive SEO for your printing company. Creating external links to your Website via an online PR distribution service or social media postings can improve your Website’s search engine results. So can stocking your site with title pages relevant to each page’s service.

FIRE! in Action
Shift in Adwords Strategy Leads to Better Sales

A scooter company undertook SEO measures designed to increase the ROI of its Google Adwords campaign. The strategic shift improved its Website conversion rates and ultimately generated more sales than any of the company’s previous paid search campaigns.

Next week: Marka returns to marketing basics with a discussion of the 40/40/20 rule for direct marketing campaigns.

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