Fish or Cut Bait

Fish or Cut Bait - How do you give the search engines what they want for relevancy and still maintain a level of persuasion and creativity in your content necessary for effective marketing appeal?

The importance of this question arises from the very familiar dilemma every Internet marketer finds himself in. You need both to please the search engine and persuade your audience. Webmasters and web design teams are very familiar with this difficulty when they want a look and feel for a website that is eye-catching or has dazzling functionality using the latest technology but realize that using such design elements will cause the site not to be search engine friendly. Similarly, a marketer wants words in the sales copy that grab the attention of the audience and are very persuasive. However, will the words chosen for that effect cause the content to lose much of its search engine relevancy or prevent it from bein g more relevant than it could be?

TIP: Please the Search Engine AND Persuade your audience!

You need to please the search engines and persuade your audience. You don’t have to remain trap ped in the “Fish or Cut Bait” scenario. You can do both. I go into great detail as to how and the why behind the how in my upcoming Ebook, “Checkmating the Search Engines”. To give you at least an outline for accomplishing this, while you wait for the Ebook, here is what you need to do.

1. Find the right focus for your marketing strategy. Choose the right keyword(s) for your topic or product using WordTracker and select the suggestions with the highest KEI (Keyword Effectiveness Index) score.

2. Optimize your content for the keyword(s) chosen with WordTracker. Concentrate on keyword density and strategic keyword placement that are optimal for your target search engine – or even better, optimal for the most number of search engines possible among the top 8 or so, but especially Google. John Alexander and Robin Nobles at Search Engine Workshops are unsurpassed in their knowledge and training in how to achieve this.

3. The remainder of your content needs to persuade your audience. In doing so, follow fundamental marketing principles. Make sure your message is customer focused (use the following free tool (www.futurenowinc.com to give you a rough calculation of that). Make sure you highlight the benefits of your service or product, tell them clearly how to get your product or service, tell them to get it, give a clear call to action and so on.

4. After you have crafted your content with marketing appeal to your audience, you are going to craft that into a theme with relevancy appeal to the search engine. At this point you should have content that is both persuasive to your audience and pleasing to the search engines with respect to its relevancy. Next time, we’ll go over a similar process for enhancing your link building strategy. That will take you a step fur ther and make your content irresistible to the search engines. (See Michael Campbell's Revenge of the Mini-Net (www.revengeofthemininet.com for the most innovative link building strategies)



Fish or Cut Bait - To learn more about this author, visit Michael Marshall's Website.

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