Be inspired! The list business is not dying; it is changing-into a complex, data-based network with targeted incentives for direct marketing-and the World Wide Web is taking it all together. You might ask, “Shouldn’t this article appear in the Search Marketing column?” Not really, this is a message for list managers, list owners, and database compilers who just want to leverage their assets and increase revenue. It is not just another advertising attempt to divert ad dollars to paying search promotions, nor is it another false pledge. I do promise to keep it easy! Check This Out
The birth of the World Wide Web, around 1990, coincides with the learning age of direct marketers for the next generation. Such search-minded businessmen and industry experts are ‘Googling’ their path to the top, and are less likely to focus on conventional approaches to know about their respective industries. Additionally, those seeking innovative customer acquisition strategies are turning to the Web. “OK, but how does this relate to my efforts to market my list title and generate rental income for the list?”
The same concepts exist in the promotion of simple search engines (SEM). Take a visit to Google for example and run a short search on the mailing list you ‘re seeking to promote: “Advo Mailing.” What you see could surprise you. If you are doing a good job with optimizing the search engine, then the mailing list promotional link could actually appear above the corporate site of the list owner-and all this happens without paying a cent for paid search. You may want to hold an eye on the lists of the rivals for list owners and list brokers. Surprisingly, you might find out that getting on top of the organic search listings isn’t too late. Taking a peek at “List Admin” and “Item Broker” search results What are you watching? How far down the list you have had to scroll to find the name of your company? Is some of your main rivals on top? If you’re looking for big names, you might need to go deep, so take advantage of the opportunity and embrace your business’ search engine marketing. Indexing the web pages takes time and the faster you get going-the better.
OK-but how? I know there are several search engine optimization ( SEO) consultants out there who charge big bucks just to give advice on key words and just like so many others who are actually qualified to deliver a comprehensive strategy. Here are just a few tips to start:
O Prepare yourself. Save the time to read the text on search engine optimization for a novice. Not only will it boost your confidence but it will also help you recognize a qualified consultant.
O Looks for Race. One of the best ways to see what functions is to run a number of tests. Search on list titles, keywords, clients and competitors to get an impression of who’s on top and doing the right things.
O Consult your own website to find out which pages are indexed. You can do this in Google and most other search programs by typing the following text on the Results page of the search engine (SERP): your website URL. For the United States Postal Service, here’s an example: site: usps.com.
O Speak to your hosting company or marketing software supplier on how to boost the title page rating on your site. Here are some fundamental principles to guide your conversation:
O Search algorithms are not only extremely complex but also a secret that is carefully guarded. Don’t get caught trying to figure them out but spend your time implementing strategies that have been successful for others historically.
O Getting viewed web pages requires handling blog material (on-screen) as well as inserting connections (off-domain) to certain websites.
O The output of the web sites is indexed by main terms and phrases in the search engine databases. Search engines don’t search for material on the internet – that’s ‘crawlers’ or ‘robots’ work. In fact, the search engines recover results from a database of indexed keywords, locations, and formats.