Lost in Translation?
Finally, the integrity of links within your own site, as well as those external pages that point to you, helps search engines find you. Each page on your site should be as cross-referenced as possible. As for external links, if respected sites are directing their own visitors to you as a well-regarded services provider, Lloyd-Martin likened it to a positive “vote” for your site. Just remember, “always use descriptive text for links,” Lurie said. “Writing ‘Learn more’ is great, but writing ‘Learn more about widgets’ is better.”
Immersion technique #3: With SEO, if it sounds too good to be true—it is. Read Google’s Webmaster Info section for the specific no-no’s, but a few include keyphrase stuffing, using invisible text and participating in free link exchanges.
The rise of Facebook, LinkedIn and Twitter as well as the popularity of blogging have given marketers many more ways to connect with their audience. But
collectively, social networking tools are an animal all their own. “These platforms are not places where you should market to someone,” Finck emphasized. “The idea is to build followers and respect within your area of business.”
Basically, your Web site is the place to sell your services. Conversely, “On Facebook, create a group page and entertain visitors, while also offering useful, non-branded information,” Lurie said. “On Twitter, offer customer support,” he added. These sites provide chances to establish yourself as a thought leader in your industry.
On the other hand, a blog is (slightly) more forgiving in that it’s less stringent in terms of the “right way” to dialogue with customers. Holly Berkley, Internet marketing consultant and author of Marketing in the New Media, explained: “It puts a personal feel on your Web site, which can make potential customers feel like they know you better, and possibly trust you.” Yes, you can throw in a special offer every now and then on a blog (don’t you dare try it on Facebook, though). However, the rest of the time “provide all sorts of information about what you do,” Lurie said. “The stuff that seems simple to you is arcane to your audience.”