The Shift to Search

Well by now most business owners know that in some form or fashion, the internet plays a role in their success. The internet has become the preferred method of consumers to research prior to making a buying decision. If a general consumer is seeking to purchase a digital camera, there are sites specifically dedicated to rating cameras. But what if the consumer did not know that site existed. They would use a search engine to seek out that information.

They would use Google, Yahoo, or MSN, and simply type in a few words like “digital cameras” or “best digital cameras”. Up would come the list of relevant sites, and away they go viewing the results until finding what they want. You do this yourself. We all do. So much in fact that “Search” is becoming the primary way to navigate the internet. Remembering URL’s is so 90’s, www.domain.com has been replaced with AOL keywords, and 3-4 word descriptors used as search queries.

Pontiac Knows Search

No where is this shift to Search better demonstrated then a recent Pontiac commercial. At the end of the commercial, the announcer does not speak aloud the domain, “pontiac.com“, nor does it appear on the screen. The commercial briefly shows a screenshot of the Google home page with the word “pontiac” in the search bar. A subtle image telling the viewer to simply search for the word, and you will find them. [View commercial] This is a powerful message as more and more internet users have forgotten or never knew that an address bar was the place to type in an exact destination. Essentially (to a growing number of consumers) you do not exist, unless you appear in search results.

Search Engine Optimization

So if consumers are searching for your business type, i.e. “pool remodeling in arizona” rather than your company by name “abcpools.com” it is important that your website appears when searched for. As an example, our prospects have no clue what our name is, yet they know what they want in a web design company. Hence we have tried to assist them in finding us, by optimizing (SEO) our website for top rankings for terms our desired prospects would search for.

This ranking, and many like it, bring a constant flow of warm prospects seeking our services. Many times our prospect has no idea that we exist until they see us listed at the top of a list they requested. Consumers are searching for you, but are you being found?

The investment in SEO is nearly mandatory now, as the niche’s are quickly being filled and the sheer numbers of competition provide a barrier of entry to any site hoping to get lucky. Consider SEO as a integral part of a website plan. No matter how nice it looks and how well in functions, you do not exist unless you appear in search results.

Everyone who owns a business does what they do for different reasons and motives. You may sell cars, build houses or provide professional services. Whatever you’re doing, there’s this common belief that your business must compete in a pre-defined space and that others in this same space have to be beaten. You’re supposed to out-smart, out-sell, out-position or otherwise destroy others who share your same market.

I beg to differ and will use my own company as an example. We provide professional level web design, development and search engine optimization services and what do you know? There are thousands of other companies claiming to do just the same. Are they my competition? I say “no”. This company has no competition.

This company…

• Is directed by a singular purpose: service. We serve; we don’t sell.
• Focuses on market creation, not market share.
• Never takes no for an answer.
• Considers its greatest investment the minds of the employees.
• Sets and achieves daily goals for success.
• Adapts to be relevant to both client needs and technological advances.
• Operates from a psychology of excellence.

Does this sound like a company that has competitors? These are my statements and thoughts of how I perceive this company. This perception does not allow room for comparison.

Do you think that if you thought of your company this way as well, whether you sell cars or build pools, that in your mind a comparison could ever be made between your company and another? Of course not. I suggest you stop worrying about your “competition� as they only exist in your own mind. There are always going to be people doing the same work as you and even doing it better in some aspect. Only you decide if you are going to fear, envy, or compete against them. Don’t try to be like them; create your own vision and be the one and only company like it.

This company does not have competition and neither does yours. The perceived notion of competition is that you are just like them, or in fact worse – because they are doing it better than you. Are they better than you? Who says: them or you?

By Joshua Strebel | www.obuweb.com

Search Engine Optimization is really about doing one thing, building relevancy for your website. Sites that have top rankings, are deemed to be the most relevant for that search term. The search engines look a few things when determining relevancy, here is a quick list to get the beginner SEO started.

1. Choose 2 or 3 “keyword phrases” describing your product
or service. Think of a phrase someone would use to search for
a website like yours. “Phoenix Web Design or “Metal Buildings“. Try to strike
a balance between being too broad, or too specific. Too broad and
you will be buried among the competition, Too focused you limit
your audience.

2. Use relevant keyword phrases and use them throughout
your web site Title, Description, Keywords, Links, and Copy. This
is called “Keyword
Density“. Be mindful not to overdo it, write for the human first.

3. Use the H1-H6, P tags to organize content into logical sections. Open a section with a keyword title in a H2 tag, and discuss that topic within a P tag below.

4. Obtain quality inbound links (IBL) with keyword rich anchor
text to your site. Search Engines love links,
your web site is given “points” by the quality of links
to your site. Anchor Text is the linked text that is actually
highlighted. So Professional Web Design is
the Anchor text of a link pointing to http://obuweb.com. You
may approach other sites to offer a “link exchange”, or buy links on other sites. Relevancy
counts, so try to avoid Viagra links unless you deal in pharmacy/medical
products. High profile IBL’s also greatly enhance your
search engine positioning. A link from Amazon.com to your
site is tops, while a link from joestrouthaus.com is not
given as much wieght.

5. Participate in online forums, or discussion boards, and BLOG. This will help you
get your name/website out there, say something useful and add to the community. By participating on a positive level you will build incoming links and audience.