Website owners get a lot of confusing and conflicting information thrown at them in the early stages of getting their site up and running. One thing that gets pushed really hard by digital marketers is the need for SEO, yet there are so many so called “experts”, all with divergent suggestions about what should be done, it’s nearly impossible to select which advice to follow.
Even more crucially, some SEO agencies will try to lead you towards the belief that being number one in the search rankings should be the entirety of your goal, and that you must be willing to do whatever it takes to achieve that. Their advice is supposed to be adhered to, even if it seems unethical or shady.
The fact is, search engine rank is vitally important. But it’s not a win-at-all-costs kind of deal. If you resort to some of those more nefarious black hat SEO tactics, they can actually backfire on you in a major way. Being number one is nice, but if the guy at number one seems like a crook, you can bet your bottom dollar that the runner-up is the one getting most of the business.
It is obvious that people judge the quality of a tree by the quality of the fruit it produces. A tree that consistently produces bad fruit is eventually cut down and removed, even if it is the biggest tree on the farm and produces more fruit than any other tree.
That’s something you might want to keep in mind when you’re working out your SEO strategy. Total and complete honesty in your content production is one factor that will make a significant difference to your success. Too many sites are sacrificing their integrity to reach that coveted number one slot. It’s something you should never be a party to, and for good reason.
On the Internet, and particularly in e-Commerce, trust is the most valuable commodity that any business can possess. All of your actions pertaining to the creation and management of your website marketing must contribute towards building trust. Anything that is suggested to you that might potentially result in eroding your store of trust should be given a wide berth.
Good SEO strategy involves creating and publishing high quality content that genuinely meets the needs of those who are seeking information. This content should deliver solidly on any promises it makes, and under no circumstances is “click bait” ever acceptable.
What is click bait? It is where a link, headline, or thumbnail image promises the visitor a certain thing, but delivers something entirely different instead. This creates a sense of frustration and disappointment for the user, and undermines whatever good the rest of your offer might have been. If the user doesn’t trust you, they won’t complete the transaction.
In the end, it turns out that the best way of getting and keeping customers in the world of online business is exactly the same as in the offline world. Start by creating a friendly and welcoming environment, greet customers warmly and with sincerity, and don’t make any false promises or attempt deception.
By creating genuine value in everything you do, by preserving your integrity, and by expressing your sentiments with absolute sincerity, you build trust and inspire confidence. Your business is sure to increase and prosper, and will rise in the search engine ranks by a natural process of osmosis. Should you be tempted to go the other way, you may find your business suffering from taking shortcuts – so don’t do it.
If you are not sure what to do in regards to SEO, Content or Digital Marketing, let us know and we will do what we can to help your business.