Search marketing: Cart? Horse?
Netimperative"Mike Grehan, author of Search Engine Marketing, argues that too many marketers are trying to solve technical issues instead of analysing why clients aren’t getting onto the front page of Google"
Of course you need pages in the index to link to so that you can earn some "reputation" and become attractive... That's a fact.
But in addition Grehan believes that it is more important to develop "serious marketing objectives and building a quality brand online, in much the same way you do offline, attracts substantially more quality links than simply getting over technical obstacles to being crawled so that you can stick more of your stuff into a search engine index.
There are ways and means of being able to do some fundamental situation analysis to discover what your main challenges to ranking really are, and those are most likely to do with linkage.
So before you (or your search marketing supplier) start blindly throwing your new stuff at a search engine index to see if it sticks - stand back and take a long hard look at your web site and its current web presence first.
And be honest enough to ask yourself as objectively as you can: What is there to link to on this site and why would anybody want to link to it anyway?"
posted by Jen @ 1:56 PM
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