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July 08 ABCs of Web Design Newsletter

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Question of the month

Question: I worked on a web site redesign and my clients did not seem to really see the value of SEO. So I thought I would list out why SEO is important for your web site:

New testimonial:

"Theresa - I just wanted to let you know how much my business has increased since you took over my website. What I am delighted about is that I am receiving good, solid business leads from my target audience. How do you do that? The general comments I receive include "...saw you website..." or "...loved the before and after photos..." but most of all they ask me to call them to set an appointment. Here's another benefit you offer - you don't drag your feet. If I need something added or changed, it's done pronto. I am certainly not your only client yet your attention to detail and responsiveness make me feel very important. To me that's the sign of a true professional - same excellent customer service to big and small clients. Thanks you so much." Sylvia Watson, President, Healing Environments with Feng Shui

Answer: Why is SE0 important:

• The vast majority of people (more than 60%) use the Internet to search for services in their local area instead of the phone book or other means. This means that both now and in the future it will be critical for local businesses to have a strong presence online. (http://www.prospectgenius.com/site/services/service/Why-SEO-is-important-the-U.S.)
• The first ten results displayed on a search page received 89.71% of all click-through traffic, the next 10 results received 4.37%, the third page received 2.42%. - AOL Search Logs
• The latest Comscore data tells us that 91% of Internet users use search engines.
• It is a known fact that search engines are most common starting point for Internet users in their quest for gathering information on various subjects as well buying and researching products online. Search engines such as Google and directories such as Yahoo account for almost 90% of Internet visitors generated daily. (http://www.genex.co.in/content/view/15/28/)
• In addition, high placements are required under various keywords due to the fact that more than 80% of Internet users do not search beyond the first few pages of search engine results. (http://www.genex.co.in/content/view/15/28/)

The following are by far the best reason for SEO, in my opinion:

“I received this question during a presentation I was giving on link building and reciprocal links. The consultants I was working with were trying to figure out how to sell SEO as an important item, to create a need when the client could not recognize the need. This is an industry that (in general) is not very web savvy: healthcare and hospitals. So, I had to lay it out:

• Everyone uses the web as the main place for research - not yellowbook, not the library, not television or newspapers. I didn’t even list a source, I just mandated that to be true.
• If 80%+ people discover web sites through Search Engines, then optimizing for search engines become very important.
• Your online presence is not any different from your…actual presence. It is an experience of your hospital, often the first impression that a future patient has of your hospital - and that is why it is important.
• What people place in their search field in search engines is a question. The sites returned in the Search Engine results pages (SERPs) is an answer. Being on the first page of answers is critical for being found. You can’t play if you don’t play, meaning you can’t be a relevant answer for that searcher if you can’t be found in the first place.
• The difference between old marketing (TV, radio, billboards) versus new marketing (website, email newsletters, SEO, SEM) is that online activities related to their web site is absolutely measurable.
• The second difference between old marketing and new marketing is that the web is completely user-driven, meaning a person puts in the search field “Roanoke, VA hospitals” they are specifically looking for relevant results for those search terms. They are pre-qualified for that search, and if your site fits the criteria then you should care about showing up on those terms. This is magnitudes different than putting up a billboard and hoping that a person driving by will need your medical services.
• If you DON’T do SEO and your competition DOES, then the Search Engines will unapologetically eat your site out of the SERPs and effectively off the web.” (http://seontarget.com/http:/seontarget.com/why-is-seo-important/)

Please send all questions to theresaw@columbus.rr.com.

To see the articles from my print web column, go to http://www.w-edge.com/articles.htm

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