In the second in our series on Local Internet Marketing Scams, we are going to cover search engine marketing. One of the prized placements for your web site is to rank at or near the top of the search results on sites like Google, Yahoo and MSN.
A top ranking is coveted because it can lead to some very targeted and profitable traffic to your site. For example, if you are a local exterminator business in Raleigh, NC and a person searches for “Exterminators, Raleigh, NC,” it is beneficial if your site ranks at the top. That person searching is often a ready and willing local customer who has an immediate need. The kind of customer you want to connect with.
The reality to what is called “Search Engine Optimization” (SEO) is that getting top rankings requires an effort and it takes time. However, the pay-off can be enormous.
Most local businesses do not have a clue on how to get a top ranking, and consequently are suspectible to unscrupulous individuals that prey on the uninformed. Usually these scam artists will contact you by spam email or an unsolicited phone call. They guarantee results and often their costs are reasonable. However, you are throwing your money away.
First, there are no guarantees in search engine rankings. The search engines are constantly changing their criterica for search results. You could have a #1 ranking on some important keyword search and the next day you could be on the third page.
Second, it takes time to rank your web site. If you have a new site, it could take months before you start seeing results.
Search engine optimization is based on two factors:
- Page Optimization - This is where you write the content of your web page based on a keyword phrase, for example “Exterminator, Raleigh, NC.” This tells the search engines the theme of your web page.
- External Links - Links from external sites pointing to your site is considered a vote of confidence by the search engines. Links from sites that are considered valuable resources or are similar to your business or location have added value.
It is more complicated than that, but it gives you an idea of what is involved to rank your site.
The bottomline is it takes time and effort to rank. So what the scammers will do it get you ranked for very obscure terms. For example, they may say type of name of your business and see you are #1. Well dah!, your competitors are not competiting to rank #1 on your name. They are competiting to rank on targeted phrases that will bring money spending customers.
Here are a couple of guidelines to follow:
- Do not hire anyone that is unsolicited through email or the phone.
- Do not work with anyone that does not have a legit professional looking web site.
- Do not work with any individuals that make guarantees.
- Get a list of the company’s existing customers and contact them about their results and how it has interpreted into profitable customers.
It should also be noted that often these SEO scammers use some very questionable techniques to get prominent rankings. They use what is called “Black Hat” SEO methods that attempt to manipulate the search results. When the search engines find sites using these techniques the ban them.
Search Engine Optimization can be extremely profitable. I have made millions for my clients and considerable money for myself through SEO, by using methods favored by the search engines. However, be cautious in your attempts at SEO. If it sounds to good! Guess what?
