The Skinny on Search Engine Optimization

Where Search Engine Optimization (SEO) has been...

A few years ago you could put some keywords into meta tags and soon you'd be ranked in the top 10 in any given search engine.  It was an exciting time and that's where many 'search engine optimization experts' picked up their skills.  Back then search engines were 'dumb', meaning they followed a very simple algorythm/formula to find what they considered the best results, but things have changed.

To begin understanding how search engine's have become smarter we need to go back to the ultimate goal ... which is to find the most relevant results to display to the person typing in the keywords.  That being the goal, think for a minute about you, a human being, sitting in front of the computer looking at a web page ... how does that web page help you find the info you are looking for?  That's precisely what the search engines are trying to figure out ... they want to become human-like.

The different strategies used today...

So, if search engines want to behave like you and I then how do we find information online?  What websites do we consider credible?  What makes them credible to us?  Get the idea?  Search engine optimization really isn't just optimization anymore, but rather Seach Engine Marketing.  It's about combining the various methods of using the Internet to find relevant information we are looking for.

So, what can you do...

Natural or Organic Search Engine Marketing

The first part of your marketing strategy should be having the most relevant content on your website that you can possibly get.  That means having complete information like a well written description, specifications, features, options, and good pictures.  As you're writing the information be aware of the keywords that potential customers might use when trying to find what you're selling.  Make sure you put those keywords in the title of the page, the page description, in the heading, at the beginning of the first paragraph, and so on.  Remember, it's about well balanced, relevant information, so be careful not to stuff your web pages with just keywords.  When writing content always ask yourself ... would I find this information appealing and engaging?  Make a plan for building up your website with great content, get after it, and before you know it you'll start ranking well in search engines.

The Living Web

Some call it the Internet ... but with linking it's all about the World Wide Web.  Picture, in your mind, a spider web ... see all the connecting lines ... now imagine, where a piece of the web connects to another piece of the web is a webpage.  If this web is all about say ... RVing in Alaska ... then how does each webpage or search engine know or connect to other web pages related to the same topic?  They do it by linking to one another.  How do you determine that one web page is more credible or has better information than another?  Well, the search engines help determine that by how many other web pages that talk about the same or similar topics link to yours .  It's kind of like the new restuarant in town ... people might not go there until someone else tells them they had a good experience.  The more credible web pages that link to your dealership website the better you'll do in the search engine rankings.

Pay Per Click

This is a pretty straightforward method of advertising.  You simply bid on what you are willing to spend for pre-determined key words and phrases.  Each time a potential customer clicks on your keyword ad you are charged for the amount you bid.  This can be a great short-term visitor boost to your website especially for a dealer just starting their website.  If managed correctly longer term strategies can yield large returns as well.  If you don't get the knowledge to manage this well you will overspend.  So, be careful.

Local or Yellow Pages Searching

Growing by leaps and bounds the YellowPages.com websites of the world are becoming increasingly popular as more potential customers are keeping the big yellow book in the drawer and using their computer to help them find a specific product line or RV service in their local area.  GPS and cell phone services have also climbed on board and utitlize local searching as a valuable data source.  Getting your Dealership onto every possible local search website is an absolute must and we have a Master Internet Profile you can create to help get you there.

There is no magic silver bullet and to get the best long term results you really can't use just one method ... it's all about having a plan and executing it over time ... then the results will come.

The next step is to create an Internet Marketing Plan and get started now.  If you don't have one or not sure where to start contact us and we can get you pointed in the right direction.

Updated 2/25/07 by Kevin Wallenbeck

If you need assistance we can help. Give us a call at 1-800-515-9672.

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