You may well have succeeded in getting on the holy grail of marketing spots – page 1 of the Google search engine but why then do the enquiries not come flooding in? It could be one of many reasons and we’ll have a look at a selection of them in this piece. The first issue of course could be that your keyword study has not identified the right searchers. Take for example a Search Engine Optimization Company, they may well have promoted their site based on keywords such as “seo company” and “optimization company”, but if the companies seeking those services do not really recognise that the service is named so, they will not be entering that into the search engines. This is a very easy snare to fall into and one which you should be warned about before initiating a process of optimization. All the people within your organisation may use those terms and phrases but if the customers who are actually looking for the help don’t realise, that then you have a problem.

Assuming though that your keywords are ok the next thing to think about is your “snippet”, the small expressive text that sits behind your page and is ideally picked up by the search engines and displayed on the Search Engine Placement listing results. Is this expressive enough? Does it answer the need of the person who has just typed the keyword in. Another example, say I needed to get hold of some of those Chinese lanterns that are very popular these days. I type in “Chinese lantern” into the search engine and I get 10 options displayed to me. Some of those may have a very explicit snippet, relating directly to the very product I’m after. However some may have quite a overall description, offering say, “party accessories” or “celebration banners and decorations”. Without doubt I’m going to select the one that directly links into the item I want, the others I may come back to if the specific ones don’t actually deliver when I get there. So the lesson here is test out your snippet!

Finally it’s down to the actual content of your pages, and probably back to more established marketing processes rather than the new Online Marketing stuff. Is your website attracting the customer in and pushing them to make that contact with you? Is it making it very simple to buy the product, with clear steps and simple processes. These are the things that can make the whole process fail if they are not correct, however it is easy to solve, especially if your Search Engine Placement position is good. If it is, on everyy change made you should right away be able to calculate the difference particularly if you have a decent hit counter and decent sales stats.

So as you can see just getting onto page one is not inevitably the final answer. If it achieved at the end of a well thought out Online Marketing strategy, and done by a decent Search Engine Optimization Company it can be tremendously successful, if not there are rather a few pitfalls to end up in. If you can afford to buy a package from one of the many optimization companies out there you’ll give yourself the best chance but try to work with one who’s fees are worked out on useful results rather than a all-purpose overhaul of your website only.

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