| |
| |
|
SEO Information |
|
|
|
SEO Expert Guide - Proposition Development (part 2/10)
It is literally amazing how many people start their online business presence by buying a domain name (close to their business name) and building a brochure-ware page. Only later do they turn their mind to optimizing their site for (i) their audience and (ii) the way their audience find them. Fewer still take a long, hard look at what their competitors are doing first. Take it from me, the best way to succeed in search engine optimization is to build it into your business development strategy from the very outset. For this reason - before we turn to optimization techniques - my guide consides first those fundamental questions of what, who and where: (a) What are you selling?The first and most obvious question in this sequence is whether you are selling a product or a service and the degree to which you can fulfill this online. To illustrate the thinking involved, I will use (throughout the guide) the (mythical) example of Doug Chalmers, a purveyor of restored antique doors, brass door fittings and accessories, based in Windsor in the United Kingdom. Doug makes his money from selling doors (20% of total profit), selling door handles and knockers (25%), selling door bells or pulls (25%) and fitting services (30%). He has sold the bells, pulls, handles and knockers across the United Kingdom (and once or twice overseas, through word of mouth recommendation) but only does fitting within a 20 mile radius and rarely sells doors to people who are not local. When forced to consider his proposition more carefully, Doug admits that he has no desire - or capability - to sell fitting services outside of his immediate locale (due to capacity and travel considerations). However, he can see a big market worldwide for his brass fittings and accessories. I know what you are thinking, but don't laugh. Doug may well be right and (after all) knows his business better than you or I. He gets quite a lot of business from American and French tourists that drop into his shop after a visit to Windsor castle. Many take his business card. Initially, they almost always want to see brass door knockers, but often leave with several small items. Doug has heard the stories about other local businesses who have been successful online. The Teddington Cheese, for example, sells British and European cheeses across the globe and was a winner of the UK eCommerce Awards in 1999. Who would have thought that cheese was a winner online? Well, Teddington Cheese did and have been reaping the rewards ever since! There are actually a number of key things about Doug's proposition that we will revisit in subsequent parts of the guide. However, the key point for now is that simply putting up a brochure of all Doug's products and services is unlikely to be the best strategy. He has some specific and focused aims - and by thinking about them now (and refining them) he stands a much better chance of success online. (b) Who are your audience?Segmenting your audience is a key part of any marketing or PR strategy and make no mistake, search engine optimization is essentially a marketing and PR activity (albeit somewhat different to some of the more traditional parts of this field). Doug generally agrees that he is targeting socio-economic class A/B for his services. These people are typically affluent, professional, white-collar workers living in leafy suburbs. He is in luck there, as such people are disproportionately represented in internet usage worldwide! Having thought about it, he can readily segment his customers into three types; (1) local-full-replacement, (2) diy-refurbishment and (3) fitted-refurbishment. The first group are local people, looking to replace a whole door which has broken or is drafty. They are generally cost-conscious on the overall package (comprised of products and fitting services). The second group are interested in specific product items (which they are happy to fit themselves). They want advice on how to fit it but don't want the labour costs. However, they are the least price sensitive group on the product cost and often buy the very best. The third group buy product but want it professionally fitted and finished. They are prepared to pay for quality but are more price sensitive than the DIYers. Where they are not local (which happens) they want a referral from him to someone who can fit locally in their area. Doug makes the most revenue today (in order) from groups 1, 3, 2. However, he makes the biggest profit margin per sale (in order) from groups 2, 3, 1 - the exact reverse! His own time (and that of his fitters network) is the biggest constraint in his business. If only he could grow the DIY segment, he could substantially improve his overall business profitability. Hopefully, the point here is obvious. At the very least, Doug's website should address (perhaps separately) the needs of these three different groups. Ideally, the site will focus it's firepower on that second group (where the opportunity for unconstrained growth is greatest). Finally, the site needs a local and a global face (to reflect the different geographies of his customers). (c) Where are your competitors?No proposition development is complete without an honest assessment of what your competitors are up to. If you are in a locally-based mortar-and-clicks business like Doug, your assessment should take into account both your local and your global competition. A useful tool to use is the so-called SWOT analysis, where you draw four boxes in a 2x2 table for each competitor. In the first box, you note the strengths of the competitor, in the second their weaknesses, in the third their opportunities and in the fourth their threats. Strengths and weakness are things inherent to their business as it operates today (and generally internal). Opportunities and threats are things external to the business and generally forward looking. Look at each website objectively and minded like your customers. Consider whether the website was easy to find in the search engine. How many different search words did you try? Do you like the look of the website? Does it address each customer group separately, focus on one segment or try to be all things at once? Was it easy to get information and do business? Leave space in the boxes to return to later in the guide (as we will frequently refer back to what your competitors are doing right or wrong). Navigate the guidePrevious :SEO Expert Guide - Search Engines Explained (part 1/10) Next:SEO Expert Guide - Keyword Analysis (part 3/10) About the author:David Viney (david@viney.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation. Read the guide at http://www.viney.com/DFV/intranet_portal_guide or the Intranet Watch Blog at http://www.viney.com/intranet_watch.
MORE RESOURCES:
SEO - Google News |
|
|
|
RELATED ARTICLES
Increase Your Search Engine Ranking There are methods to increase your search engine rankings which may seem like rocket science to you, so you have probably avoided dealing with this issue.I did once upon a time until I realised its not so bad after all! I am here to tell you - the time has come to face your website! A high search engine ranking as you can manage for your website is essential to get any free visitors rather than burn your wallet on pay per click such as adwords for example. Dynamic Pages Dynamic pages and the Search Engines By Clare Lawrence 10th March 2003 Clare is the CEO of Discount Domains Ltd a leading UK Domain name registration service.Do search engines such as google penalise dynamic pages?Dynamic pages are used to deliver content from a database to websites - the advantage being that data can be updated and the contents of pages changed without the need to reload pages etc. What is Google Talk ? The advent of Internet has affected lives of almost the entire world and websites, e-mails and chating on net none need any introduction even for young kids. There is an outpour of websites throughout the Internet all offering numerous services to attract the potential visitors online. What Did We Learn from the Great Search Engine Experiment! Last Week I did a Search engine Experiment. I wanted to see if I could brand myself as the coolest guy in the universe. Tread Towards A Successful "Internet Research" Internet is a terrific resource containing billions of web pages dedicated to thousands of topics. Since the amount of information available on the Internet is so vast and mind baffling you may feel lost. Organic SEO: Patience For Long Term Ranking Results When does long term SEO show ranking results? It takes time for optimization to produce targeted traffic to your website. Organic SEO requires time to take effect, just as it takes time for your web pages to start showing up in the search engine results. 10 Steps To Higher Search Engine Positioning There is perhaps no more level playing field in business than the Internet. It is this fact that has created millionaires from paupers. Yahoo!/Overture Site Match: A License To Steal Unless you've been living in a cave somewhere, I'm sure you've heard by now, Overture now offers the Yahoo! Search Inclusion under its own branded name--Site Match.According to the page info from Overture, submitting your site to individual search engines is expensive and time-consuming. Effective Search Engine Use The Internet is a wonderful place full of resources that can be really helpful for us.The best way for finding information is through a virtual search engine. Search Engine Wars - Quality Searches Vs Quantity! It is no secret that Google and Yahoo are on a continuous battle to win our hearts and get everyone to convert, but is converting someone really a matter of the quantity or the quality?Let's take a look at some top key searches and compare them with some search engines online. I will outline a few things for each search result:1) Search Engine2) Number of results found3) Quality & content of the top 10 sites4) What you find going beyond the first 10 pagesEach section will get ranked out of 10 points for quality (information taken on August 26,2005). Local Customers Know Where to Find Local Businesses... the Internet Through search engines and directories, the Internet provides a quick and easy place to choose a local merchant or business.Just because the Internet is worldwide doesn't mean local businesses can't benefit from having a website and a presence in the search engines. Google Page Rank Is Dead - Part III HELP! My PR page rank is grey, call the development doctor. As the world of Google is turning a mile a minute these days, some really big changes are happening. SEO Expert Guide - Conclusions (part 10/10) As you have seen throughout the guide, search engine optimization (SEO) is a multi-faceted activity. Likely to be time-consuming, it is important that you spend your time wisely. Design A Spider Friendly Site To be successful in the search engines it's important to design your web site with the spiders in mind. Using the latest in web page design is not generally the best way to go. Diary of a Google Gazumpee Back in November, when the Google Dance began, Barry Lloyd of makemetop.co. Google Love - Five Top Tips To Make Google Love Your Site 1. Google love . Stuck on Keywords Keywords have turned into big business on the internet. If you pick the keywords that your customers are typing in, then your product is finally exposed to your perfect customer. The Long And Short Of It Is That These Two Sales Techniques Are The Same With the Internet beginning to stand up and be counted as an online business medium, many are beginning to realize that selling online is not only possible, but very profitable. People are seeking ways to improve their sales technique online and close on more of their website visitors. What is The Google Sandbox Effect? In the age of fair competition you may find it hard to believe that a search engine may hinder the appearance of a new website. This is what is currently believed to be happening on more web servers today. Here Today Gone Tomorrow Its a matter of here today, gone tomorrow at the moment with Google so don't get complacent if you are on the first few pages of the searches. Its great, you are making money and think now you can relax and forget about it for a while.
|
  |
| © 2007 |
