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Effort Can be a Problem

Written by: Max Kalles

Article Overview: Customers will not go out of their way to find you. Your place of business and your web site have to be located where your customers can find you easily. On the street and on the web, it's all about location, location, location.

Effort Can be a Problem

How important is location for your business? If you have a retail operation, you need to be where your customers are. Even though you could pay less rent in a less travelled location, you then have the task of getting your customers off the beaten path and to your door. So you pay extra to get a location on main street, or in the mall. You go to your customers because you know they won’t make the effort to go to come to you.

Effort is a major obstacle between you and your customers. The more effort they have to make to find you, the less chance you have of being found. Unless you are really good at what you do – indeed, incredibly exceptional – no one will travel very far out of their way to find you. It’s simply too much effort.

The same is true on the internet. Perhaps more so.

Web customers travel the internet at blinding speeds with relative ease compared to brick and mortar shopping. Visiting ten stores in a mall might take an hour and involve a lot of walking; online the same “trip” can be as fast a 10 clicks from a comfy chair.

In spite of the ease and speed at which they can surf the net, or perhaps because of it, web customers are even less willing to go off their cyber path to find your web site.

With search engines like Google as the tool of choice for finding information on the web, almost half of all surfers will choose from the first page of search engine results when shopping online. Less than 10% will go past the third page. That means that internet customers are not willing to make more than a few mouse clicks to find your web site.

If your site does not show up on the first three pages of search results, it might as well be invisible.

Your internet marketing strategy should include regular analysis of your search engine rankings for all the search terms that your customers might use to find your company on the web.

If it doesn’t, exactly what is your internet marketing strategy?

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Article Tags: business location, importance of your location, value of a website



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