Friday, February 12, 2010
While there are many numbers floating out there, many believe that web site visitors are 10 times more likely to click organic results than paid ads and that search engine optimization (SEO) drives 75 percent of all search traffic.
Additionally, when ranking on the first page of the search engine results you are garnering thousands of impressions for free.
The beauty, and quite often the downfall, of SEO is that it is long-term. As a long-term investment, SEO garners results that go beyond the speed-to-market that Pay-Per-Click (PPC) provides. Often, SEO expectations are lumped together with PPC expectations, when in reality the two models provide different results. The key is that SEO develops lasting value by building rich content and ranking for those keywords.
PPC is a great tool for testing, but is not always a viable choice for a long-term campaign. Good SEO plans require thinking ahead and addressing needs far enough in advance to properly execute a plan that will get results.
Hammerstone’s, located in historic Soulard, provides an interesting example of how rich content can improve search results for certain keywords.
When doing a simple search for “Mardi Gras St. Louis,” Hammerstone’s appears in the local business results within the Google Search Engine Results Page (SERP).
This may be due to any number of SEO strategies or a combination of many, including submitting to Google Maps and/or tagging the listing with the keyword phrase “Mardi Gras”. However, it may also be due to the content on Hammerstone’s home page. It provides content that is filled with mentions of Mardi Gras. Additionally, Hammerstone’s has included alternate (ALT) attributes to the images that include the keyword phrase “Mardi Gras.”
By employing other basic search engine optimization tactics, such as incorporating keyword rich META descriptions and titles, Hammerstone’s could begin to see greater positioning within search results for “Mardi Gras,” not just its current dominance in local business listings.
Another simple and effective technique is internal linking. Hammerstone’s could link one of the Mardi Gras mentions on its home page to a page on its site dedicated to Mardi Gras. The combination of these simple, yet effective, techniques could help enhance the search results for Hammerstone’s on the Mardi Gras theme.
Imagine being a local business that employs these techniques 3-6 months prior to a big event. You may just find your business site ranking increasing business. For all those people who are looking for a warm spot to visit on Mardi Gras, Hammerstone’s may be it. After all, they are the only bar on the first page of the current Google search results.
My suggestion for local businesses is to take this short lesson as a first step in getting your SEO campaign underway. Take the time to evaluate the competitive landscape and seasonal programs. Contact a SEO consultant and discuss your needs. A consultation may provide you with the insight that you have needed to get your business ranking at the top of the SERP.
Brandy Woolford is an Internet consultant at SteadyRain. A graduate of Saint Louis University, her communications background includes work in primetime news, public relations, media relations and online marketing. www.SteadyRain.com or globe-democrat@steadyrain.com
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