Attracting the attention of prospects is getting more and more difficult. It is especially difficult if you happen to be a Chinese OEM manufacturer trying to sell products to Western companies.
How can you get the attention of your prospects? Better utilization of Search Engine Optimization (SEO).
But what is SEO?
Search Engine Optimization helps websites get found in search engines through organic or unpaid search results. SEO focuses a company’s marketing attention on becoming discovered by prospects rather than spending excessive amounts of resources advertising to mass markets.
Why has this become so important? Advertising costs continue to increase while readership decreases. Print media has been the most common methods of advertising. As readership continues to move to online or internet sites, advertising has become less effective.
If you are online, your presence becomes less effective if all you offer is pictures and numbers.
Advertising is even becoming less effective. As readers train themselves to ignore online advertising, it becomes less effective.
Search engines use complex formulas to identify which site should be listed at the top of the heap.
- The significance of the page to the search.
- The popularity of the page through ‘back links’, other sites that reference the page.
Why is SEO important?
There are several reasons to use SEO:
- First, it is cheaper. Money is spent on identifying industry keywords that help the page become listed. It is done through writing posts that will be of interest to the person doing the search. While searching for a battery manufacturer, the prospect appreciates becoming better informed. Providing valuable information builds your reputation as a product or service provider.
- Second, your efforts are focused on targeted traffic. Searchers want results that are relevant to the problem the prospect wants solved. I once did a search on alkaline batteries in Alibaba and the result included listings for lead acid batteries for cars. Hardly an effective search result.
- Third, minimal risk is associated with organic search. With Pay Per Click (PPC) someone, perhaps your competitor can click on you PPC listing causing you to needlessly spend money. On the other hand, if you competitor clicks on your organic link, your placement only gets better. On the other hand, you just cannot click hundreds of times on your own link. The search engines are too smart and will figure out what you are doing and just turn off your listing.
- Fourth, SEO delivers a very high return on investment. Since placement is free, there is no money spent. Just the efforts to identify the keywords for the search.
- Fifth, as your site continues to show on the top of the search results, it becomes more aware to your prospects..
How does a OEM manufacturer improves its likelihood to get found?
- It begins with blogging. Writing a blog post based upon a particular keyword is your key. Write a 250 to 1000 word post based upon that key phrase.
- Use that key phrase so that makes up 3 to 7% saturation rate.
- Make your post easy to skim. As your reader skims through the post, highlight the important content with bullet points and emphasized words.
- Use keywords in your meta data.
- Assign Alt Tags with keywords to your images. Avoid any more than one or two images per page.
- Make certain the keyword phrase shows up in the link. An example is http://tulkits.com/amazon-secure-s3-url-generator-tul.
There you have it. A quick lesson on improving the likelihood of getting found in your prospects’ search engine results.
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I believe that readers from newspaper, magazines, books and advertising has now moved to internet as their complete full resources. Our manual advertising industry now has fell down because of obsolescent.
Thanks for the reply, Andreas. It also should be a lesson for us to remember as well. As Web 3.0 continues to develop, it will change the landscape of advertising again.