Stop obsessing on your search engine Positions


As the owner of an e-commerce shop, my number one piece of information to anyone with an online store is to stop obsessing on your search engine positions. Instead, concentrate your attention on building your own brand.

In the actual world, we buy things from people that we enjoy. The"better" car salesman is most likely the more likable. The same holds true online because real individuals are purchasing from your website, not Googlebot.

Despite being a small shop, it's still possible to build a brand that customers will remember and identify with. But being obsessed with search engine positions means that you are overly focused only with new clients. As you have certainly heard before, repeat clients are the lifeline of a small enterprise. So, stop obsessing over the tiny tweaks to the search engine algorithms and place your focus toward building your own brand.

This investment will have a enormous ROI. It will produce word-of-mouth. It will create loyalty with your present customers. It helps expand your company far beyond the amount of new people looking for your keywords.

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The biggest"problem" with SEO is that you are limited by the amount of individuals who search for the keywords in which you are interested. All the most popular and most profitable keywords are already hotly contested. You are going to have difficulty competing in that area. Butif you choose the"long tail" of key words, there could be less competition, but there is also fewer clients.

Consequently, you must become the key word.

You have to create a character for your site. It requires a"voice". It needs, for want of a better word, a soul. You can not just copy your manufacturer's product description and photograph,"optimize" your pages for Google, and watch the money pile up.

Real men and women want to buy from someone they like. True, they may prefer a less expensive price. But, that is short-sighted. You're a small company. You can not compete on price alone. Low margins have to be supported by large volume. By definition, small companies do not have high volume. You need to compete through support, choice, and entertainment value. You have to become memorable.

If you add character and spark to your site copy, your customers will start to trust that there is a real person and a real business behind the storefront. And in case you're able to make someone laugh, oh boy, you could have a client for life! Apparently, you have to a walk a fine line between the smart and the absurb, but that is what distinguishes you from the robotic system that's Amazon and WalMart.com.

Most of you have probably already optimized your website to the point where you are getting 95 percent of the paid and organic traffic which can be expected. What you have to do now is optimize your website so that people remember you, tell their friends about you, and want to return for more.

Here are some ideas to get you started:

Put yourself out there. You can turn into the brand.

  • Video tape yourself speaking about every item.
  • Place yourself on each page and create an aura of experience around yourself. Talk about events regarding your business or product category.
  • Give your OPINION. Make it fun. Make it interesting. Make it engaging.

Double down to your service attempts.

  • Offer customization.
  • Supply free consultations.
  • Promise to answer customer emails within half an hour during regular business hours.
  • Give clients the owner's email address so that they can get their problem solved instantly.
  • Place forums on your site where customer's can chat about issues related to your business. Be active in the discussion.

Infuse your site backup with the"human touch".

  • Stop sounding like the maker. Remove the advertising hype and fluff.
  • If there are"issues" with a product, POINT THEM OUT! The amount of trust you will create by highlighting a problem with a product will earn you customers for life. It's tough to"slam" a product that you are selling, but if it's a problem or two, highlight them. Many customers might not be swayed and people who don't buy will trust your opinion on each other thing you sell.

Can this strategy work? Here are some stats from my site:

  • In the last three decades, our traffic has tripled without raising our PPC spend.
  • In 2008, our #1 referrer has been Google which represented 31% of all of our visitors. Now our #1 source of traffic is people typing within our domain name right and Google only represents 20% of our visitors.
  • In 2008, our domain name represented 1.4percent of the keyword searches used to find our site. Now our domain name represents 23 percent of all keyword searches used to find our website.

Do not forget that no change in the search engine algorithm may affect the traffic for individuals coming to your website directly.


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