If you have a website, I’m sure you get lots of emails telling you how bad your search results are. They throw every excuse in the book at you. Things like:
- Your website doesn’t feature in Google’s first search page for some of your major keywords.
- Your backlinks are too weak to help your search engine visibility.
- Your social media presence, or lack of it (Facebook, Twitter, etc.) is costing you business.
- Your website traffic is limited, and you are missing HUGE opportunities.
And of course, who can fix it for you? THEY CAN! (for a fee) These are classic versions of the “cold call” from back in the day. In fact some of these people hit your site, find your phone number and even call you directly. When I get these kinds of calls, it makes me giggle of course, but I play along. My favorite reply as soon as they finish the opening pitch is always:
Umm, thanks for the call… how did you find me?
There’s usually a looooong silence. Yep, you probably found me by doing a search, which is exactly what you are trying to sell me.
The truth behind these Junk emails and calls
As an internet marketer and search guy, the list of catch phrases above are actually true in some ways, but they can be said about any website, even Amazon or Apple. The problem with all of the above is context. If you take a minute to understand the translated versions of these phrases, they are actually something every business owner can use to evaluate if they need, and more importantly, WANT help.
Here’s how to answer these questions yourself
1. Your website doesn’t feature in Google’s first search page for some of your major keywords.
Sure. you aren’t on the first page of google for some of your keywords most likely. But getting there is an art, and it starts with understanding what words are important to you. Here’s a great way to figure that out. If a customer is on their smart phone between meetings, and is looking for a product or service you offer, what would they type if they didn’t already know your business name?
It could be “your product or service”, or “your product or service”+ a city, or a symptom of their problem, like “my bathtub leaks”. This is a GREAT way to begin to figure out which keywords matter to you and your business. After you’ve written a few down, google them and see where you come up. If you aren’t where you want to be, you might actually want some help.
2. Your backlinks are too weak to help your search engine visibility.
A backlink is code for any website that links to your website. These are essential for visibility, and google uses the number of links to your site (and the quality of those sites) to determine part of your “rank” in the search results. This is an ongoing process that can take months or even years. bottom line: EVERYONE could use more backinks, so this can be pitched to any prospect.
3. Your social media presence, or lack of it (Facebook, Twitter, etc.) is costing you business.
Once again, this can be said about almost any business. Social media is a very hot topic, and I have several clients that use social channels to generate much of their new business. But, the pitch can be used universally and they have probably only done a cursory glance of your social accounts if they’ve done anything at all.
4. Your website traffic is limited, and you are missing HUGE opportunities.
Here is another empty claim. If you get pitched on this, ask them how many visits they think you get each month. They will most likely change the subject, or come up with a number that is way off from reality. There are a few services that can estimate your traffic, but it is OK at best. More importantly, You only need the “right” traffic. Wouldn’t you rather have 300 visits a month that convert to sales at 10% instead of 3,000 that convert at 1%? Targeting your traffic, and growing the right kinds of traffic from the right sources is the key.
So, next time you get one of these emails or calls, have a little fun at their expense 😉