Many Business Owners Don’t Recognize Their Limited Visibility on The Web

When I sit down to talk with a business owner about SEO I’m often shocked to find that they think they are readily visible on the internet when in fact, their website  is found anywhere between the 10th to 30th SERP ( Search Engine Results Page).   They haven’t gone through the process  of envisioning how their potential clients will look for them!  When the business owner is looking for his website he types in his own business name, perhaps the city, or maybe just the URL, and his webpage pops up.  When a potential client is searching the web for a specific service he types in the name of the industry (i.e. plumber, electrician, carpet cleaning, Realtor …), and the geographic area, and he gets organic search results …”The unpaid / algorithmic search engine reuslts. Organic search results are organized by estimated relevancy, which is calculated from link information, page content, usage data, and trust-related data. Reportedly 80% of clicks are on the organic search results rather than the ads.”  Usually my first task in working with a client is explaining the difference.

When I start talking about google spiders, back links, algorithms, page content, HTML and keywords they get a panicked look in their eyes, and they begin to realize there is more to having a website than they originally thought.  For my part, at this point of the game, that is all that they have to know, but some are more curious than others,  I give them as much info as they need to be able to assess  the basics of how our industry works.   As time goes on in our relationship I will take the time to give them a clear understanding of what it is I  (we)do …

Model of how sites share measures of relevance

Business owners don't have the time or interest for an in depth discussion of this ... THEY JUST WANT RESULTS!

One of my main objectives in approaching my potential clients as an educator is because many business owners think of SEO as a “parlor trick”, some little code that I can type in to their web site and “presto change -o” they will rank on the 1st page of Google search results.  I want them to understand that getting them to rank is the byproduct of 60-100 man hours of work and, it took hundreds of hrs of training to learn how to do that work! This is a business for passionate workaholics and our clients need to understand it is our work ethic that separates those of us at the top, and those of us at the bottom in no matter what field of endeavor.

Quotations Of Relevance To Public Relations And Advertising

There are few things one can read that have the power to inform and inspire like great quotations from men and women throughout history who have left indelible impressions in their respective societies, industries, and trades.  I would submit that a major reason for their place in history was their ability to take words of value and utility and express them artistically.  I hope you find the selections below to be as entertaining, informative, memorable and thought provoking as I have…

”  The superior man acquaints himself with many sayings of antiquity and many deeds of the past, In order to strengthen his character thereby. ” …
 I Ching      
Book of Changes , China c. 600 B.C.

”  Without … advertising, information … would take years to reach all of us who might benefit by it and progress would be delayed. ”

Harry S. Truman

”  Peoples minds are changed through observation and not through argument. ”

Will Rogers
Actor and Humorist

”  Advertising in the final analysis should be news.  If It’s not news it’s worthless. ”

Adolph S.  Ochs
American newspaper publisher

”  The first essential is to know what one    wishes to say;  the second is to decide to whom one wishes to say it. ”

Harold Nicolson
English biographer and diplomat

”  Character counts in advertising as in all other things.  Only men of intelligence and initiative can fully comprehend that advertising is the science of human service. ”

William Randolph Hearst
Newspaper publisher and U.S. Congressman

”  If you make a product good enough even though you live in the depths of the forest, the public will make a path to your door, says the philosopher.  But if you want the public in sufficient numbers, you would better construct a highway.  Advertising is that highway. ”

William Randolph Hearst
Newspaper Publisher an U.S. Congressman

”  Eloquence is the power to translate a truth into language perfectly intelligible to the person to whom you speak. ”

Ralph Waldo Emerson
American essayist and poet

”  We’re not paying you to make us look like a bunch of idiots.  We’re paying you so others won’t find out we’re a bunch of idiots.

Anonymous executive to PR firm president