As a person providing seo services, I can tell you there is one area that is almost always a point of conflict with clients. This area has to do with communication, particularly from the client to the person or business handling the seo campaign.
Many businesses sabotage their seo professional right from the start of the game. It all has to do with knowledge. A seo professional is very knowledgeableabout the search engine ranking process. He or she can tell you oodles of information about algorithms, backlinks, inbound links, keyword density and other issues you probably are not particularly interested in. On the other hand, it is a mistake to assume your seo wizard is knowledgeable about your product or service area.
Any business has a secret bit of crucial knowledge locked away in the minds of a few individuals high up in the company. This knowledge is protected with great effort since it is deemed to be the key to success for the business. Although each business is different, this nugget usually has to do with why prospects purchase theproduct or service being offered by the business. If you do not provide this information to your seo professional, problems will arise.
Consider the following situation. A seo firm is retained by a client selling products. The seo rep asks all kinds of questions about the typical customer for the business, product lines and so on. From this, a keyword list is developed and the client is asked to review it and makeany comments about any additions they can think of. The business reports no changes. A year down the line, theclient has top rankings on dozens of high traffic keywords on Google, Yahoo and MSN, but sales are less than expected.
At this point, there is usually a serious meeting with theplayers to try to figure out what is going on. During themeeting, some little tidbit is mentioned that makes the seo professional groan. The tidbit is inevitably internalbusiness information regarding why prospects purchase from the business.
In our example above, the business sold products in theactive lifestyle industry. Top rankings were obtained on allthe relevant subjects. Sales were crap. During the serious,serious meeting, it was leaked that 8 out of 10 purchasersasked for the product to be gift wrapped! ARRRRRGGGG! The seo campaign was tailored to people interested inactive lifestyles, not people that were looking to buy gifts for such people. Our sales were terrible because the listings were appearing in front of the wrong audience!
Yes, this really happened. Fortunately, keyword modifications were made and the site rebounded in the rankings after a few months. Whereas the site previously converted at 1 in 1,000, it now converts at 1 in 30. Thenext meeting was much more informal. In fact, there were plenty of beverages and I took the next day off.
If you are going to retain someone to handle your seo efforts, or any marketing for you, do not hold backinformation. Understanding who and why people buy is a pivotal part of developing a keyword list for a seo campaign.
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