WEB MARKETING THAT IMPROVES THE ODDS

Sorry to dwell on the subject of the 'obvious keywords' trap, but here's a great cartoon that illustrates the point (perhaps more eloquently):

Have you noticed that long-form copy writers always group the good news (or bad news) into a seemingly random number of points?

"Five Ways to Internet Wealth" is a recent favourite of mine. Apparently, all you need is an e-book, a one-page website (complete with long form copy), an autoresponder, a domain name and a few well-chosen keywords and punters will part with their money as if it's Las Vegas.

Sigh.

Anyone who has spent time trying to make money on the Internet knows one thing: It's not easy.

So, in the style of my nemeses, here is my:

Never to be repeated
Limited time offer
Endorsed by world Internet 'Gurus'
Sure-fire list
(tm applied for)
[insert testimonials from friends and cronies]

Of ways to:

Blow your budget on bad advice

MYTH #1 - Meta Keywords Help Search Engine Ranking.

No they don't, and they haven't since the turn of the century.

MYTH #2 - Splash Pages Must Be Cool.

No they don't, look at Google, Craig's List and Yahoo. Splash Pages must be useable. Splash Pages must be search engine friendly. Splash Pages are what people think they need, and what graphic designers like to sell them. Splash Pages are 'old tech'. Google it and see for yourself.

{Ed: So what's the problem, do you hate design or something?}  No, I love design and I even admire Splash Pages. But what if nobody shows up because your cool page has 15 words on it and the links can't be spidered by Google? Think this is an extreme example? In our experience, a full 75% of web sites are search engine deadends. This is especially so if you're relying on Flash to get your message (because Google can't read it).

MYTH #3 - Target The “Must-Have” Keywords.

Yes I know we've already covered this here. But here's the summary: Choosing the right keywords is about finding the gap in the keyword market. Unless you can launch a website with thousands of pages (for some keywords millions) AND you have high quality incoming links, you will NEVER rank for competitive keywords. But the good news is that there are many more niche keywords than there are 'high demand' keywords.

MYTH #4 - Website design is a beauty contest

Tell Craig's List and Google. They would rank last for artistic design, but they are two of the most successful web sites ever. It's in a graphic designer's best interests to sell graphic design. If your designer STARTS with a colour chart and image (rather than a target market and some keyword research) run for the hills. On a mound, you may find a real guru; one who calmly informs you of the meaning of (Internet) life: Be relevant to your audience, base your proposition on his and her needs (as expressed in keywords) and make your site useable. Use graphic design, grasshopper, to enhance your visitors experience.

Myth #5 - Build It And They Will Come

If you haven't identified a keyword niche/niches, constructed a theme around those keywords and made your site 'search engine friendly', no they won't. Your cool domain name, Flash movie and arty design will not help you if the site has no visitors.

Most that is written about SEM is based upon B2C experience, but that's nonsense.

Back in my 'old' days of database marketing we knew the differences only too well. B2C is about a brand's relationship with a consumer. B2B is about an organisation's relationship with another organisation. How does this relate to SEM?

In B2B

1. There are fewer searches, but each search has a higher potential value
2. There are multiple decision makers (the decision-making-unit or DMU)
3. The search intent is to research rather than to buy
4. Whereas B2C is about clicks and transactions, B2B is about leads and conversions
1. ..which means you need ' lead capture'  landing pages
5. The time from initial search to transaction might be weeks or months
1. ..which means that getting proxy indicators of interest is vital. Huh? Well say you're marketing an advanced building method to an architect. Assuming the architect has an immediate application for the product, he or she is part of a specifying team of professionals each of whom will play a part in recommending your product. But the architect won't ultimately buy the product, the building contractor will. Staying front-of-mind and getting referred to other decision makers is crucial. Proxy indicators of interest may include subscriptions to Blogs and newsletters, white paper and case study downloads.
6. Lead 'nurturing' is essential. Where B2C is literally a numbers game (high volume, low value leads), each B2B lead is as scarce as Gold.

• Leads are more important than traffic
• The more specific the keyword the better the quality (favours the Long Tail)
• There are multiple decision makers (the DMU)
• Landing Pages must be designed to capture the lead and NOT try to close a sale
• Engaging the visitor is essential (you want them to refer the site to co-workers and make repeat visits and/or subscribe)
• Did we mention conversions? OK, say it aloud 'Conversions NOT (just) traffic'

GOOGLE KILLED THE TRADE SHOW
90%+ of B2B buyers start their search online. rather than relying on trade shows and Sales Reps for information, the modern buyer is much better informed. Without effective call for Action(s) you may provide metric tonnes of information and devote your bandwidth to charity. It's all about engaging the visitor and exchanging information for contact details. The operative word is 'exchange' but it may be extended to 'fair exchange'. What does it take for you to give a website your contact details?

• Download a brochure? yes/no
• Download a Whitepaper? yes/no
• Get an obligation-free assessment? yes/no
• Subscribe to a newsletter? yes/no
• Access premium content? yes/no
• Trial a product, service or system? yes/no

As the years go on, we want more in exchange for our precious contact details. This is the challenge.

Since buyers search early in the Sales Process, they are often not ready to speak to a sales person. That's often where Blogs come to the fore. Hungry for inside information, buyers are more likely to subscribe to a forum, newsletter or feed rather than show their hand by contacting a sales person. This is often a reason to put some distance between your corporate website and your Blog or Wiki.

With B2C the process ends shortly after the click. In B2B the click is just the beginning ...

While it's a US study, the numbers are compelling. Over 90% of B2B buyers begin the buying process by searching the internet. It's this initial research that either yields a short list of prospective suppliers or adds new suppliers to the current suppliers' list. But web sites are rarely set up to convert these visits into leads.

During the research phase keyword strings tend to be very specific. This favours web pages with rich content, and the landing page is rarely the Home Page. This is a crucial point. Most of us 'see' our website as a hierarchy built from the home page 'downwards'. But when we search a keyword, we land on the most relevant page.

LEAD DIES OF NEGLECT
Where is your call for action?  Unless it is on every page, you may be providing valuable research information to prospects, but you have little prospect of converting the visit into a lead.

It's not Google policy you understand, it's the effect of what is called a "Googlebomb".

What? Well, according to Google "Technically, a Googlebomb  refers to a prank where people attempt to cause someone else's site to rank for an obscure or meaningless query". In this case, the joke's on scientology - as you will see if you search Google for the term "dangerous cult".

So a concerted effort by motivated people can manipulate search engine rankings? But, of course.

Click here to see what the bombers have been up to.