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Author: admin | Category: Car Loan Canada | Date: 20.02.2015

The bigger issue with SEO douchebaggery, as some would have it called, may very well be short-sightedness.
With all that in mind, disregarding the value of SEO can truly hurt your business or sell you short – SEO is amazing for conversions!
Because even the best content will get you nowhere if you are not bringing the right people to it. Search Engine Optimization is a must for any online entity (unless your online presence is a mere virtual business card), but the scope of work and focus thereof depends on your goals. Believe me, we small business folks all have moments in which we get caught up in busy work, losing sight of the things that really build value. Before I get into all the wonderful things in the world of SEO and creating loyal, avid fans, allow me to share a success story and do a little exposition. Together, we’ve been working diligently to identify the most popular off-page and on-page content, then figure out why they perform well (or not). For some, the above numbers may not be too impressive but considering that, not too long ago, the web site had a fourth of the total traffic at best, these numbers are not too shabby. You see, John focuses on those that are really listening, rather than trying to amplify messages to uninterested parties and generate only lukewarm interest. Track conversions via your traffic analysis tools (Google Analytics, Clicky, Twitter Counter, Lijit, etc.) to make your progress more measurable.
Identify your most popular inbound links, then reproduce the methods that worked there for other key content.
Guide leads through specific qualification processes matching their interests and permissions. Target search engines and directories that are more prominent in your markets, especially when focusing on international business (Google is not the end-all, cure-all search space but it’s a great place to start). Integrate social media to bolster you most compelling content (this is huge but this discussion will be for another time, another place). The list goes on but the key thing to remember is that Search Engine Optimization sets things in motion, but the strategy attached to your SEO efforts is what really counts.
As you can see, we’ve started to build up some goals and plugging them into traffic analysis tools.
Answer: If you answered B, chances are you value visual appeal and dynamic design over usability and effective web copy.
SIDEBAR: Apparently, some other smart cookies have similar thoughts about inbound marketing and how new media changes the business game.
The challenge thus becomes spending your time where the people you want to work with are spending THEIR time… OR creating a community compelling enough to have your very own captive audience. I look at SEO as a way to market what, really, is a powerful way to bring people to your web site and raise brand awareness without the usual grind of direct (e)mail, affiliate marketing, referral networking, local ads, and cold calling. We can no longer design and optimize online content with search engines and directories at the forefront of our thought. With Google Panda, there are no shortcuts but the good news is that we small businesses can still differentiate ourselves (and our clients) through authentic, persistent, and consistent activity.
With hundreds of changes slated for Google Search in 2011 alone, SEO will take a little more work than before (okay, maybe that’s an understatement). If you have at least a basic understanding of SEO, you know that lowering your bounce rate means more people are spending more time on your site. If we want to create avid fans and increase participation, we need to be able to engage your audience, no matter how big or how small it may be. Now, we can go down many avenues and discuss social proof, information products, the ubiquitous drip approach, and all that good stuff.
Truly engaging your site visitors and sales leads helps us qualify them further and spend more time with the right people. The important thing to remember here is that everyone will experience different results with different techniques, which leads us to this notion of an adaptive SEO approach.
A truly adaptive SEO approach considers the ever-changing search engine algorithms and competitive online landscape while, most importantly, catering to human audiences. Focus on long-tail keywords to attract specific visitors to the most relevant, compelling content.
Establish specific processes for different types of leads, focusing on helping people and building relationships (the money will follow).
Optimize inner pages to capture more of your audience and drive them through the established processes. Cross-promote between social platforms to increase the popularity of on-page and off-page content alike. Review your traffic analysis to build up your top traffic sources and engage audiences where they originate (i.e. Tweak your top content to be as direct as possible and drive specific activity – ENGAGE!
Monitor your direct and indirect competitors across keywords and concentrations, targeting their best practices and top referrers.


Evaluate your site metrics so that you can focus on the most efficient methods and systems. Discover which keywords may have a negative impact, creating confusion or noise for your site visitors. Build relationships with your most loyal site visitors and key influencers so they can be converted into avid fans and supporters. Continue to engage your audience by giving them opportunities to interact with each other, provide feedback, and get involved.
There are many tools to get the job done out there but, in the end, just work with the things that you enjoy the most. With so much content vying for attention out there, creating an avid fan out of a customer or even a casual return visitor can be tough. Yomar Lopez is a retired (and elated) IT veteran whose diverse background has enabled him to bridge the gab between tech-savvy and practical solutions. Just wanted to give you some serious props for being the most active contestant in the community throughout ConversionFest. You see, most SEOs think purely in terms of Google rankings and link building+keyword optimization purposes for the sake of improving those rankings.. StumbleUpon’s recent addition of the Explore Box makes it more of a search engine than a social bookmarking site than ever before.
Thus, I feel the site focuses more on content curation, truly-social networking, and mutual sharing, whereas we see so much noise thanks to the screamers on Facebook. I’d like to think I truly help people out in all my passionate ranting and tangent-riding. The best part about these chats is that I have yet to see anyone selling and, if someone plugs their own content, it’s because that door has been opened. I agree about twitter chats – a great way to make connections with others who have the same interest, learn a lot, and have fun too. We really have to look at SEO as a way for us to get useful stuff in front of the people that are looking for it..
So, to answer your question, you’ll have to take your concept, break it down by the features, figure out what selling points and benefits to lead in with, then build viable keyword lists from what you come up with. Earlier, I showed you the simple description search string versus the long-tailed search string. It can be tricky and I probably did not explain that clearly enough, mainly because there’s so many ways to approach your scenario.
Product designers learned years ago that they’d save time and money if they consulted with their colleagues in manufacturing rather than just throwing new designs over the wall. The quote is from the HBR paper titled “Ending the war between sales and marketing” by Philip Kotler, Neil Rackham, and Suj Krishnaswamy, that outlines findings based on a survey of a variety of companies.
In this article, we try to analyze the current reality based on our experience with B2B sales teams and their conflicts with their respective marketing departments. According to a recent report by MarketingSherpa, the biggest challenge for sales people is to generate high-quality leads. To try and understand why it is such a big challenge, we must first answer the question – what exactly are “high quality” leads? Lead generation guru, Brian Carrol says that most companies lack a clear definition of a sales lead – that is, their sales and marketing departments do not agree on a universal lead definition.
To maximize the ROI of marketing initiatives, marketing requires lax lead qualification criteria, if any.
From a sales team’s perspective, sales performance is measured by their ability to meet targets for a pre-defined period, such as a quarter.
Sales persons usually prefer to maintain conversion ratio at a healthy level depending on the market average. As such, opportunities that are already in the pipeline will serve these objectives better than leads that have dubious value and unknown sales cycle. Sales departments tend to believe that marketers are out of touch with what’s really going on in the marketplace. A forced connection between these two processes will require a resolution of the conflicting definitions of a lead that both departments will have. In case we try and implement the marketing perspective of a lead and have lax lead qualification criteria, every lead captured by marketing will need to be followed up by the sales team. This will result in overloading the sales team, resulting in lowering the conversion ratio and the sales value converted. The marketing departments tries to achieve this objective by maximizing the number of leads generated from marketing initiatives. To evaporate this cloud of conflict, one must examine the underlying assumptions behind each argument that lead us to the conflict. Lead qualification can be done by an independant, low cost resource – such as a tele-marketing team or by using an online self-qualification system. The leads that qualify the ULD can be immediately transferred to the sales team to follow-up and close.


There can be various types of low-cost nurturing initiatives, including email campaigns, online and offline events and webinars, articles and white paperts on the web site, blogs, etc. It is possible to resolve the conflict between sales and marketing by introducing an independant lead qualification process that utilizes a universal lead definition criteria for evaluating every lead generated by marketing initiatives and categorizes them into qualified and un-qualified leads. You are directed to the Disclaimer and Copyright Notice and a Personal Information Protection statement governing the information provided on this site. I just recently started a #winechat with someone I met through the #usguys stream and it’s been a blast. It seems much easier to do keyword research and throw content built around the popular keywords but it’s more valuable to understand what value we can bring to the prospects, and designing content around it.
The two functions realized it wasn’t enough to just coexist—not when they could work together to create value for the company and for customers. You’d think that marketing and sales teams, whose work is also deeply interconnected, would have discovered something similar. Among their findings, they claim that “Companies can take practical steps to move the two functions into a more productive relationship, once they’ve established where the groups are starting from”. Then we use the evaporating cloud methodology invented by Eli Goldratt as part of the Theory of Constraints, and try to resolve the conflict.
He responds to the above survey results on his blog and advises sales and marketing teams to work together to create a Universal Lead Definition (ULD). To answer this question, we need to understand how we measure the performance of both these functions, and see if having a common definition is consistent with their individual objectives.
Follow-up of every lead requires sufficient time – more so when the buying process is complex and involves several decision variables.
A higher than normal conversion ratio could imply inadequate number of leads or opportunities in the pipeline, while a lower conversion ratio could indicate lack of adequate closing skill. Hence leads are usually given a lower priority, or postponed indefinitely, unless they have a proven quality.
Marketing people, in turn, believe the sales force is myopic–too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future.
On the other hand, forcing the implementation of the sales perspective of strict lead qualification criteria will result in reduction in the marketing ROI, and very likely lead to lost business. It seems impossible to arrive at a universal lead definition as suggested by Brian Carrol, and even if we manage to agree on a common definition, implementing it will result in either departments individual objectives to be compromised. The leads that do not qualify can be put into a nurturing program that maintains the dialog with the lead till it converts into an opportunity that is worth following up by the sales team.
This strategy not only breaks the conflict, it can enhance the individual performance metrics of both departments.
As a rule, though, they’re separate functions within an organization, and, when they do work together, they don’t always get along. If leads generated by marketing are transferred to sales without qualification, sales persons will assign a very low priority to following them up. Hence, they tend to keep minimal qualification criteria so as to get the maximum number of leads possible for the given marketing budget. When sales are disappointing, Marketing blames the sales force for its poor execution of an otherwise brilliant rollout plan. By having a common definition, marketing can presumably ensure that leads passed on to sales are qualified as “high quality”, so as to address their concern. If each lead is to be given the necessary time and attention, there is a limit to how many leads the sales team can follow up.
Every response, be it a click on a link in an email campaign, downloading a white paper, comments on a blog, etc.
The sales team, in turn, claims that Marketing sets prices too high and uses too much of the budget, which instead should go toward hiring more salespeople or paying the sales reps higher commissions. Or in case of a promotional event or exhibition, every person who drops a visiting card is considered as a lead.
Yet, few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. More broadly, sales departments tend to believe that marketers are out of touch with what’s really going on with customers.
And rightly so, for however small the chance of success and however long the sales cycle, a lead is still a prospective sale! Marketing believes the sales force is myopic—too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future.
In short, each group often undervalues the other’s contributions. This lack of alignment ends up hurting corporate performance.



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