PBAC Blog

Part 1

It is amazing how small businesses understand the need for seo training or the need to hire an accomplished seo as a part of their search marketing initiative but just can�??t seem to pull the trigger when it comes to committing to one or the other.

Stop me if you�??ve heard this one before. I am sitting in my dentist�??s chair in Toronto when our one sided conversation turns to web marketing. Dr. Bob utters those 7 famous words; �??Nobody can find me on the internet.�?�

Now, we�??ve all heard that statement too many times and we all know the routine that accompanies the website in question; all flash; no content. Well guess what Dr Bob; NO GOOGLE FOR YOU!

Dr. Bob is one of the best dentists in Toronto so I am usually able to grab 40 winks while he is restructuring my dental work, but now he has my attention. I gargle out my seo training spiel as to the usual problems inflicted upon websites by web developers, would-be search engine optimizers and of course, site owners themselves. I suggest that he send one of his employees to a search engine optimization (seo) training course in Toronto and then promise to review his website and get back to him before my next dental examination in 6 months.

�??Six Months!�?� screams Dr. Bob! I thought he might shatter a crown if I let him continue, so I agreed to look at his website when I got home and get back to him before the weekend.

My suspicions were realized when I looked at the site. Leading off with flash, every page has the same title and description tags and absolutely no connection to keyword phrases that his audience may actually be typing into the Google search box. Beginner seo training would have revealed a host of possibilities for the site.

The weekend arrives and I find myself in a dental office in Toronto hunched over a computer screen while desperately trying listen to NFL football on the radio. Not exactly where I want to be on the weekend but at least I am not in THE chair. We begin discussing seo strategies and web site changes that Dr Bob might want to make.

We email the requirements to the web site programmer in Toronto and guess what? Three weeks later Google, Yahoo! and MSN have FOUND Dr. Bob. He is now appearing on page one for his most important keyword phrase and pages 1 and 2 for the next most important. All without any seo training, it�??s a miracle!

Time, however, is money and anyone involved in seo or seo training will tell you that the effort you must undertake to maintain your listings is considerable. So, when several months later I get the alarming phone call that WE are now on page two, I explain to Dr. Bob that I don�??t take clients but I can refer him to a couple of accomplished seos or, as I previously suggested, he can send someone from his office for an seo training workshop in Toronto.

My dentist is great at his profession because he is both talented and brilliant. It doesn�??t take him long to do the math and figure out that the cost of hiring an seo firm is substantial. His return on investment would take the lifetime of a client approach rather than a yearly approach. That is, he would have to look at how much revenue a client would generate over the 7 year average lifetime of a dental client in Toronto as opposed to the revenue generated in the initial year. The seo training is starting to look good to him.

In fact, our illustrious Toronto dentist has decided to take the training himself through once a week private training sessions! We scheduled our first lesson next week but I wanted him to start thinking about keyword selection and adjusting his content to make it relevant to the new keywords phrases.

So I asked the good doctor to consider the following before his first training session; �??Think about the famous line in Field of Dreams but in reverse: If They Come, You Will Build it.�?�

In other words, your customers are already typing specific keyword phrases into search boxes in order to find your services. They are already coming to your site but you�??re not there! I left Dr Bob with several tools available to choose the best keywords for a Toronto dentist.

Google Suggest

Overture

Wordtracker

Keyword Discovery

Barry Byers and Greg Mate have a significant body of experience as Professional Search Engine Optimizers and Internet Marketers and they have owned and operated successful National Yellow Pages Advertising Agencies for the past 15 years. Together they have helped a number of businesses achieve top search engine rankings and increased web site traffic in both Canada and the U.S. Together, they have designed and programmed effective websites as well as consulted on SEO and marketing on existing sites. Offices located in Montreal and Toronto. Web addresses: http://www.serchengineacademy.ca and http://www.adperformancedirect.com

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