Is your Web site built for search engines or for your readers?
Occasionally, we will run across a Web site or prospect who is heavily influenced by a search engine optimization promoter. This individual may have heard at a seminar that internal linking of keywords or even link exchanges will make him or her successful. So, the question is “Who are you building your Web site for, your clients and prospects or the search engines?” I would hope you answer “my clients and prospects,” but not everyone does.
Google's leading spokesman, Matt Cutts, states that you should stop worrying as much about overloading your Web site with inbound links and more about creating quality content that other Web sites and social media participants will link to directly. Basically, you will be more successful by having natural links to your web sites, links created from your own efforts posting on other blogs or third party Web sites that link directly to you than by trying to game the system. Google seems to rewrite the rules anyway to push back these SEO strategies every three months. So, you will be starting at ground zero.
More importantly, once a reader lands on your Web site, do you want it loaded with keyword phrases and hundreds of internal links? I think that may lead to users becoming quickly confused, causing them to move on. Your Web site will look like a spammer site or lead generation site, and not a professional firm brochure loaded with quality content. You might temporarily increase the number of visitors temporarily, but at what cost? Your current clients having a lower propensity to refer clients to you based on your overloaded web site alone? Let's not forget that professional service businesses are built by word of mouth. Using social media and communicating with your current audience will allow you to be much more successful in terms of starting down the path of SEO gaming.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.