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Keywords
(a waste)! Branding Comes First! |
by:
Meredith
Gossland |
Keywords,
Keywords, Keywords... establishing an internet
presence is said to be all about controling
the hot keywords. But the fact of the matter
is that establishing your company as an
industry leader is much more important.
I did a little research on the keywords
used by large companies and found that keywords
were really secondary to having a great
brand identity.
Coke.com uses a total of 3 key words, Saddleback
Church uses just 2. Can you guess what they
are?
Building a great business and letting people
know about it through traditional methods
can drive business to your site and is far
more cost effective than pay per click.
Pay per click is like having a store on
Main Street and being charged for everyone
who looks in the window of your shop. Would
you let a city do that?
What if the newspapers charged you for everyone
who read your ad in the paper whether they
purchased from you or not?
Focus on developing your business reputation
and customer service, tell everyone you
meet to check out your website, then give
them services on the site that are useful,
entertaining, interesting and are updated
frequently.
Why do you have a website? Internet customers
are great but they are tremendously fickle.
Not only that most are just surfers. What
if you owned a business in a mall and the
mall charged you for everyone who entered
your store would you bid against a similar
store in the mall to be charged a higher
price for every person who walked by your
window?
Just as Las Vegas Casinos are the winners
and gamblers are the losers. Search engines
are the winners pay per click clients are
the losers.
The popularity of Saddleback Church is the
result of marketing technique that is totally
and completly dependant on building relationships
from small groups. The church has 2,600
links on Google, 17,100 on Yahoo (Alta Vista)
but these links were not purchased or created
on link sites. They come from real people
who have heard about the church and are
interested in the product. Coke has 10,200
links on Google and 18,000 on MSN do you
think they purchased those links. Look for
Coke under the key word soda or carbonated
drinks they aren't even in the top 50.
These are companies that have worked to
create their business first and the website
followed.
Go to www.sitereportcard.com and check out
the keywords used by Coke and Saddleback
Church. I don't think you will be surprised.
They have built a name in their respective
communities and can be found on the internet
by that name. No 499 keywords, no pay per
click, no cons or traps.... just good business
branding and great reputations.
If you want to see if your keywords are
effective check out Wordtracker.com
About the Author
Owner Lasting Impressions 2 - Custom
Business gift baskets, greeting cards,
Customer Service Tips
www.lastingimpressions2.com
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