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Dear “Desperately seeking Google…” Written by Patricia Brusha on August 7, 2006
A Couple of Chicks outline a step by step approach to Search Engine Optimization.
I recently received an email that echoed the sentiments I hear from clients every day. “Dear Chicks”, it began, “Can you help me? I think I have done everything right with my website. I have used techniques using my most important keyword phrase. I made sure to use it generously through out my site, yet every morning my general manager comes into work, goes to Google and searches ‘new york city hotels” and asks me why our site can’t be found! I am at my wits end, I don’t know what to do…signed, desperately seeking Google.”
Desperately Seeking Google – I hear your pain. So many marketers are working diligently to create a website that is informative, attractive and speaks to their target audience, while at the same time having to report to someone who only cares about being found for one specific keyword phrase on Google. So I am here to report officially that today’s internet marketing is not about one word or one search engine!
Let’s take the search for a for example. Logically, if all your customers used the same word and the same path through their search to find your hotel, then why do you bother offering a variety of rates and packages? Just as customers have different needs, desires and budgets, how they approach finding a hotel varies as much as the individual does.
Yes it may be important to be found by that one all mighty search phrase, but instead of focusing all your efforts to be identified the same way as everyone else, you may find a higher revenue generating stream by opening your eyes to other keywords and other search engines. It is really pretty simple; you don’t have only one type of guest, so the best place to begin is to recognize the differences in your customers. What are the triggers that make them buy?
I refer to this as “sorting” customers by the various verticals they may fall into. Define your verticals by broad keyword segments. An obvious example of this would be Geographic and Activities (golf, spa), Experience (romance, family getaway) Budget and Demographic (girls weekend, man vacation). If you have a hard time identifying your broad categories or verticals, take a look at your competitors and see which markets they are targeting.
The next step would be to take the segments and begin keyword research on the various ways customers would search within these verticals. You may need to recruit an outside consultant to assist you however there are a number of tools on the internet that can help you. Yahoo’s keyword selector tool is popular along with programs such as Word Tracker.
Now you have these defined vertical lists. Identify which pages of your website are most relevant to these terms. Both the front and back end of your site needs to be optimized for your most important keywords. Remember in order for a search engine to consider your website as a relevant result for a search, you need the proper title, meta and description tags so a search engine can “read” the content on your site . I fondly refer to the tags behind the site as “eyeglasses” for search engines. It brings the content into focus for them!
To measure the success of your efforts or the hard work your SEO Company - a good or website trend report is critical as it will add credibility by showing the number of visits or conversions your new keyword lists have provided. Remember, this is not a quick fix strategy. You website is not an online brochure. In order for your website to be found for that one coveted keyword or phrase (among all of the others) you must focus your attention and some dollars to making sure you are following .
Dear “Desperately seeking Google”, I suggest following the best practices of Search Engine Optimization for the phrase your boss is looking for as well as the numerous other phrases that may be appropriate to you. In the meantime, when your General Manager asks you that question, I recommend you respond with, “Have you ever heard of Pay per Click?”
Patricia Brusha is the co-founder of "A Couple of Chicks," an , e-Distribution & Revenue Measurement Company. The “Chicks” specialize in using Creative, Distribution and Technology to bring clarity to marketing on-line.
To find out more about A Couple of Chicks Marketing and the tools and services available, visit .
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