SEO And Brand

A great deal of discussion goes on about SEO (Search Engine Optimization). The big question that always rises to the top is, "Is SEO really worth it?"

Surveys show that over 90% of Internet users regularly use search engines. Google, Yahoo and MSN are the three most popular with their combined use representing over 88% of all search engine queries. Over 60 million Americans use search engines daily. Using a search engine is the number one way people find things on the Internet.

So, if you consider how your site is most likely to be found on the Internet then yes, SEO really is worth it.

But what do people search for? If I enter "ourhutchwebservices.com" (without the quotes) in Google my commercial web services site comes up number 1. Of course it does. I wouldn't expect it to be any other way. Try entering your domain name and see what happens. It should always come up in the first spot unless your site is really new and there may be other sites with reference to your domain that come up first.

You may also notice that there will typically only be a handful of returns (often 25 or less) for your own domain name unless it is well established with lots of referring sites.

If you enter "mainstreetmallonline.com" (without the quotes) you will see over 7000 returns. The home page is number 1 but there are lots and lots of other returns that link directly into the site. There are also lots of referral sites listed. This is because the site is over two years old, the site has lots of indexed pages, and active SEO and link placement has been going on for the full life of the site.

But, searching for your own domain name is just about useless in checking how your page really ranks in the SERPs. Almost no one will use a search engine to search for your domain name. If they know your domain name already they will most often enter it in the browser address bar and go directly to your site. When they visit your site, and if they like what they find, they will often bookmark the site for later access.

To test your site(s) to see how well you do in the SERPs you need to use the kind of keywords people are likely to use when searching (specifically) for YOU or (more generally) for YOUR KIND of things.

For example, if you search for "wiz's eBay templates" (without the quotes) you will find a little over 400 returns with several of my sites in the top few places and dozens more over the next few pages.

If you search for just "eBay templates" I don't fare nearly as well since I haven't marketed, or otherwise promoted, eBay listing templates for over a year. Adding the word "wiz's" is more likely to bring my pages (which are in this other search, just not placed as well) to the top.

When I was selling templates regularly I was known as the "go to guy" so people would search for me by "name". Developing your "brand" is, therefore, the next important part of your marketing strategy. SEO and branding are probably 90%, or more, of what gets you found on the 'net.