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It isn't enough to be ranked in the Top Ten...
You also have to control your traffic to weed out the "window shoppers"
and attract only prospective buyers to your website.
You do this by using terms
that are
specific to your market!
Here's why you have to be in the
Top Ten!
You often read and hear that if your site is
in the top 30,
you are in a good position.
We do not
believe that the top 30 is good enough for our clients.
Our success in ranking clients comes from
years of experience and research.
Studies show that, as a rule,
people do not scroll
past
the
2nd page of listings
and many never go beyond the first page!
That's why we are not satisfied with top 30 positioning!
You
must control your traffic!
Let's use the
rankings of one of our clients to
illustrate the need
to
control
your traffic and how it works.
Client: Castle Cleaning &
Rug Sales
This is a well-known, highly-respected
Oriental Rug cleaning and sales establishment.
They have
developed a superior method of cleaning oriental rugs
and are certified
master cleaners.
In other words, they don't sell area
rugs or welcome mats.
This is an elite specialized business and not only does
the website
reflect that level of prestige, it also drives the desired
traffic to their front door,
leaving the casual "lookers" to other websites.
People are pretty savvy about searching on the Internet,
constantly looking for ways to narrow the search bringing
results that apply to their area or specific products. We
apply SEO the same way and here's one example to illustrate:
Using our Oriental rug specialist for our example and using
Google as our Engine:
- Search Term
= 'rug cleaning' is ranked #6 out of 2,090,000 results
which is great except he specializes in Oriental
rugs and doesn't want lots of calls about wall-to-wall
carpet cleaning, welcome mats, etc. so we narrow that
to...
- Search Term
= 'oriental rug cleaning' and how he's ranked #2 out of
1,090,000 results which is also great, but he's based near
Denver, CO, so we further narrow that term to avoid calls
from all over the world to...
- Search Term
= 'oriental rug cleaning denver' is ranked #2, 3 & 9 out
of 61,000 results bringing him more phone calls that will
produce new business.
*SEO NOTE*
In this case, the owner also teaches a class for other
Oriental rug cleaning specialists from all over the world.
We have left what would normally be 'useless traffic'
generated from the term 'rug cleaning' ranked at the top of
the engines because he refers business to his Graduates in
other states or countries. We should probably use
another client for this example, but for now you get the
picture. It is possible to over-rank your client so it
looks good on paper, but actually doesn't serve that client
well by ignoring their location or specialty. |
We accomplish that by coding the website with
words and phrases
that are associated with the
specific services being offered.
They offer specific services to a specific market
and
can only do business with people who need that service.
This is why you must control
your website traffic.
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