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 Search Engine Optimization Demystified
Read on...
Part 1 - The Players As web site owners, we know that we must optimize our web sites for search engines. However, there is a lot of confusion, misunderstanding, myth, and even fraud in this area. To demystify this topic, and provide the tools to make intelligent, well-informed decisions for our web sites, it is useful to identify the main players, understand how search engines actually work and follow the money... |
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Reading List
Marketing accounts for 30% to 50% of the time and money invested in your business. So understanding how marketing really works is important. You will not find dry academic theorizing in this list. These books have been useful in my education and offer unique perspectives presented in concrete, and sometimes entertaining ways. Pleasant reading! Blue Ocean Strategy
If the competition is getting you down this is for you! A systematic approach "for making the competition irrelevant". W. Chan Kim, Renée Mauborgne. www.blueoceanstrategy.com Creating Customer Evangelists How to use Loyal Customers as an evangelism marketing strategy. Ben McConnell, Jackie Huba, Guy Kawasaki www.creatingcustomerevangelists.com Shameless Exploitation in Pursuit of the Common Good Using his fame to extend his fortune and serve better spaghetti sauce! Paul Newman, AE Hotchner www.amazon.com Business Stripped Bare Richard Branson A funny, rambling, first hand account of building one of the worlds most recognised brands. If you don't think big enough... read this. entrepreneur.virgin.com |
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Real examples of web site issues and
how Back2Front's on-going
management service works to solve them.
Jennifer Campbell of Heritage Memoirs operates a unique
service
business. She writes for her clients -primarily memoirs.
She found that people were contacting her from the web site
asking for things totally unrelated to her service. She wondered:
what was she doing wrong?
After examining her home page I discovered the problem. The text was too generic, not localized, and did not have the kind of keywords that people were likely to use to find her service. The word "writer" was not even on the home page! It was beautifully written (she is a writer after all) but it was written for someone who was already on the web site. This seems reasonable, but it can be ineffective in bringing in new clients.
People who need help with writing will not necessarily look for
the word "memoir" instead they will be looking for words
like "writing service", "ghost writer", or "editor". "Ghost writer"
may not be strictly accurate but if
terms like this
will be used to find you - include them!
A good
technique to try is the "Mini Case Study". For example:
As well, instead of using well turned phrases as you
would for ad copy, ask yourself: "what words do my prospects
use to search for my service?" Rather than "Preserving your
Memories for Generations" you will get better results
with "Memoir Writing Service Uxbridge, Ontario, Canada".
Volunteer your site for our next Case Study!
We are currently working with Jennifer to update her web site according to these principles. If you are curious, check back soon to see the new copy! |
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 Upcoming Public Presentations:
The 10 Biggest Web Design Mistakes and How to Avoid Them! Aurora Chamber of Commerce Lunch and Learn Tuesday November 18th, 2008 - 12:00 to 1:30pm Cost for Potential Members: $25 The 10 Biggest Web Design Mistakes and How to Avoid Them! At Face Value Network Evening meeting Tuesday January 13th, 2009 - 6 to 9pm Cost for Potential Members: $35 The Smart Woman's Guide to Web Sites Enterprising Women Conference Wednesday March 4th, 2009. More details to come. All proceeds raised through this event will go directly to support the Women's Centre of York Region. |
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Here are a few of our most recent clients and their
respective web sites:
Check out Our Portfolio page for more examples... |
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Please let me know how you like this newsletter, or if you
have
suggestions for future issues.
I would love to hear from you!
Candace Carter
Back2Front - The Web Site People Web Site: http://back2front.ca |
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