Backlink concept

The Constant Struggle to market online

To many people, marketing is ongoing struggle.

You manage through hard work and diligence to be able to get your site within the top five of your chosen keyword on Google after months and months of hard effort, only to move onto the next project and begin the process again with a new site, then to return to find that your hard work has been destroyed by your competitors who, while your back has been turned, reviewed your site and done additional SEO work on their site, building even more content into to knock you off the first page.

SEO is a relentless and time consuming exercise in futility where the businesses with the biggest resources and manpower have the greatest advantage. All the while you feel as though Google are sniggering at your efforts and just waiting to press a button that will see ACME Corporation jump into the space that you spent months and months of serious effort to attain.

The simple fact is SEO is a mugs game. Unless you are possessed of an endless pot of money and the staff to write copious amounts of significant and relevant trending content it is unlikely that you will be able to compete with the major multi-nationals on any level.

Site titles, page titles, meta descriptions, content and media are all for nought if you do not possess the resources to be able to then market throughout social media, advertising, affiliate building, back link building network creation and standard physical marketing processes.

The content and titles just do not seem enough or relevant when compared to major TV campaign where you can offer a free Ipad to everyone who can name the 2 Dwarves whose names start with the letter ‘D’.

Suddenly the internet is ablaze with the competition and link on link explode across the inter-world that provide your competitors with the kind of backlink PR nirvana that you can only dream of.

So how do you compete?

There is no easy answer. Ultimately you have to look to provide something that your competitor can’t. Inside knowledge, a tool for measuring the widget that clips onto the thingamabob that you sell.

But be prepared to do this in the full knowledge that within a few weeks your major competitor will have produced a better, slicker and more effective version, knocking you off your spot once more.

There is no doubt that money talks in the marketing game and SEO is a constant struggle that few SME’s can afford to compete in. The only thing we can do is try to be smarter and more innovative, in full knowledge that your ideas will be stolen by the enemy.

Hercules

New beginnings – an SEO herculean task

This next few months we are undertaking a Herculean task!

As with that muscled monster of myth we have 12 Labours, or in this instance 12 websites to promote and redevelop. The marketing is a fundamental key to their potential success so we need to plan an effective web marketing campaign.

Yes, we will be using the standard mix of content, social, linking and promotion that all websites are expected to take but this time I shall be opening up the techniques and tactics for each task we undertake together with explanation for the strategic decisions we are making.

Principally the intention is to evaluate the website, its market, its reach and its long term goal before we undertake any marketing development.

The first Labour is already underway:

Girlings Personal Injury Claims Lawyers specialise in securing the best possible financial conclusion for people have been injured or disabled by the inadequacy or incompetence of others. With this client we have inherited and will have to deal with the standard ‘black hat’ old technique of creating doorway pages to promote the principle site www.girlingspersonalinjury.co.uk.

Although technically this was Herc’s second task we will refer to this project as the ‘Many Headed Hydra’. There were nine heads on the Hydra…… there are 22 heads on this particular Hydra!

But that is fine. From the doorway sites we will be creating ‘satellite sites’. In essence, Google doesn’t actually mind that you have many sites as long as the sites have purpose and good relevant content and are NOT just used to falsely promote the main website.

So what is the difference between a ‘Doorway’ site and a ‘Satellite’ site. Quite simply a ‘Satellite’ site is a website that is complimentary to the main site but differs sufficiently that you would include it within the main sites web content.

A doorway site simply using keywords to create relevant backlinks with limited content and whose sole purpose is to try and push the main website up the search ranking. Google hates those.

So here is the real question, where would you use or want to use a satellite site? Easy, blogs, information resources, directories, project guides, diaries, videos……the list is endless. As a complimentary site the chances are the web will be more interested in the data and information that you would put onto a satellite site more so than your main site. Your main site is in effect your sales pitch. ‘Use us because we are simply Fab!’ Whereas on your satellite site you can actually give back to the users of the internet really useful information with the very clear direction that this information has come from your website which clearly proves that you are an expert in your field!

Instead of a doorway site you have provided the internet with a really and valuable resource and that resource then actively credits your main website and your company with the provision of the data – hence the more beneficial rating within the search engines.

Obviously it is not always as simple as that, so what we look to do is to take companies that want to promote their service in a highly competitive industry, like Personal Injury Claims Lawyers (see what I did there?), out of their comfort zone and give more of their expertise to internet users and yes their competitors.

This free provision of expertise, knowledge, services, skills is largely anathematic to highly qualified professionals who have spent a lot of time and money getting trained in specialised industries and don’t really want to simply ‘give away’ their knowledge for free. However, the web has shown that visitors are more likely to choose and opt for the more open and honest web site providers than those who insist on contact first and hiding charges or costs until they have you signed up to unbreakable contracts.

This makes the use of satellite web sites ideal for opening discussion and creating opportunities. After all you have just been more open than any of your competitors.Why wouldn’t you contact you?[/wr_column]]

This next few months we are undertaking a Herculean task!

As with that muscled monster of myth we have 12 Labours, or in this instance 12 websites to promote and redevelop. The marketing is a fundamental key to their potential success so we need to plan an effective web marketing campaign.

Yes, we will be using the standard mix of content, social, linking and promotion that all websites are expected to take but this time I shall be opening up the techniques and tactics for each task we undertake together with explanation for the strategic decisions we are making.

Principally the intention is to evaluate the website, its market, its reach and its long term goal before we undertake any marketing development.

The first Labour is already underway:

Girlings Personal Injury Claims Lawyers specialise in securing the best possible financial conclusion for people have been injured or disabled by the inadequacy or incompetence of others. With this client we have inherited and will have to deal with the standard ‘black hat’ old technique of creating doorway pages to promote the principle site www.girlingspersonalinjury.co.uk.

Although technically this was Herc’s second task we will refer to this project as the ‘Many Headed Hydra’. There were nine heads on the Hydra…… there are 22 heads on this particular Hydra!

But that is fine. From the doorway sites we will be creating ‘satellite sites’. In essence, Google doesn’t actually mind that you have many sites as long as the sites have purpose and good relevant content and are NOT just used to falsely promote the main website.

So what is the difference between a ‘Doorway’ site and a ‘Satellite’ site. Quite simply a ‘Satellite’ site is a website that is complimentary to the main site but differs sufficiently that you would include it within the main sites web content.

A doorway site simply using keywords to create relevant backlinks with limited content and whose sole purpose is to try and push the main website up the search ranking. Google hates those.

So here is the real question, where would you use or want to use a satellite site? Easy, blogs, information resources, directories, project guides, diaries, videos……the list is endless. As a complimentary site the chances are the web will be more interested in the data and information that you would put onto a satellite site more so than your main site. Your main site is in effect your sales pitch. ‘Use us because we are simply Fab!’ Whereas on your satellite site you can actually give back to the users of the internet really useful information with the very clear direction that this information has come from your website which clearly proves that you are an expert in your field!

Instead of a doorway site you have provided the internet with a really and valuable resource and that resource then actively credits your main website and your company with the provision of the data – hence the more beneficial rating within the search engines.

Obviously it is not always as simple as that, so what we look to do is to take companies that want to promote their service in a highly competitive industry, like Personal Injury Claims Lawyers (see what I did there?), out of their comfort zone and give more of their expertise to internet users and yes their competitors.

This free provision of expertise, knowledge, services, skills is largely anathematic to highly qualified professionals who have spent a lot of time and money getting trained in specialised industries and don’t really want to simply ‘give away’ their knowledge for free. However, the web has shown that visitors are more likely to choose and opt for the more open and honest web site providers than those who insist on contact first and hiding charges or costs until they have you signed up to unbreakable contracts.

This makes the use of satellite web sites ideal for opening discussion and creating opportunities. After all you have just been more open than any of your competitors.Why wouldn’t you contact you?