Looking Beyond SEO for Web Site Success

Many people believe that if they are ranking on the first page of a search engine results screen, that their web site will be a success. They feel search engine optimization is the cure-all for lackluster web site success. Not true.

A well-researched, ongoing SEO effort can indeed help to get you solid search engine rankings. However it is equally important to understand that nothing can replace a comprehensive marketing effort that leverages other forms of exposure for your site. For example, you should list your URL on your business cards. Periodic press-releases that include your web site address can also help. Your company brochures, hand outs and mailings can also help get your web site address out there in front of people.

Another point that most web site owners miss is that high search engine rankings are not a completely worthwhile indication of a site's success. You need to look at how many people actually complete a goal of the site (buy a product, sign-up for a newsletter, etc.). If, for example, you are not selling any of your products, then the high rankings are not really helping.

So keep in mind that the search engines are not a magic bullet to web sites success. Only a well thought out and implemented marketing plan can help boost your bottom line.

- Kaufman Web Design™