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Perspectives and Opinions

Other Selected Answers

Q: “What’s better, the perfect company URL with a .net extension or a less desirable URL with a .com extension?”

My Response:

The choice of .com versus .net is irrelevant in 2008.

Ten years ago, maybe. But today, with the sophistication of search engines like Google…who needs to remember domain names???

Think about it: new customer prospects don’t know who you are, so it doesn’t matter what your extension is. Returning visitors know at least something about you, and can search for you if they didn’t bookmark your URL.

Instead of worrying about the extension of your URL, you should be far more concerned with being found by online searchers – and that means having more content that’s relevant to your perfect prospect on your site that can be found on your competitor’s site… (more)

online marketing, marketing strategy

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Q: “How do I drive traffic to my blog through search engines, etc?”

My Response:

I think that the most effective answer to your question is also the most obvious: frequently post content that is interesting and meaningful to the readership that you are targeting.

The three most important factors of search engine visibility are:
1. Content;
2. Content; and
3. Content.

And therein lies the rub…

  • Who exactly are you hoping your readership will be?
  • Why are they viewing your blog?
  • What are your prospective readers hoping to accomplish by reading your postings? (most people are not surfing the web to kill time – they are seeking information or trying to accomplish a task
  • What are you hoping to accomplish by building readership in your blog?… (more)

online marketing, marketing strategy

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Q: “Isn’t SEO (search engine optimization) just an eyewash?”

My Response:

The real question is not “who’s gonna top?” – the question is which site will top based on the searches most likely submitted by their “perfect prospects”?

It’s easy to be top ranked if someone searches on the website’s domain name (e.g. “FastEddieRealtor.com”). And it’s damn near impossible to be top-ranked in a non-specific search (“real estate”).

The challenge is to identify the “search niches” where your perfect prospects are submitting a reasonable number of searches each month, yet the number of competing web pages are relatively low. THAT’S where the real payoff for being top ranked is.

But SEO can’t really get you there. It can only OPTIMIZE – make the best of – your potential. If you want to be at the top of search results that have the most potential to result in a sale (if that’s not your objective, then why worry? LOL!), it takes CONTENT.

Content is what search engines evaluate against a search request. The more content on your website that reflects the context of the search, the higher you will rank. And if you need content developed for your website, you should be talking about MARKETING, not SEO... (more)

online marketing, marketing strategy

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Q: “Email creative long copy vs short copy? Which works better?”

My Response:

Benefit-rich subheads with 2-3 sentences of support, ending with a link to additional text is the way to go. Otherwise, you are failing to take advantage of one of the primary benefits that eMail offers: the ability to allow the reader to determine for themselves when they need to read supporting content.

Placing all of your content in the eMail implies to the reader that it’s necessary to read all of it. Chances are, they won’t. They’ll just delete it – and maybe unsubscribe as well.

The art form is to structure the content of the eMail in such a way as to:

1. Get the reader to the Call-to-Action as quickly as possible;

2. Anticipate where objections will occur in the copy, hyper-link to a rebuttal, address the concern, and then return the reader back to the appropriate point in the sales process – knowing that every detour on the path to the CTA reduces the likelihood of success;… (more)

online marketing, marketing strategy

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Q: “How do you respond to the statement: ‘Why would I want to sell Online?'”

My Response:

I would respond to this statement the same way that I would respond to any other statement made by a person with severely impaired cognitive abilities: I would smile sadly and change the subject to a topic that someone of limited intelligence could comprehend (e.g. ‘So, are you going to vote for McCain?’ or ‘Did you get your deer this season?’)

Any businessperson making a statement like ‘Why would I want to sell Online?’ is metaphorically a ‘dead man walking’ from a commercial sense. I really doubt that it would be worth the time, effort and oxygen needed to convince this troglodyte otherwise… (more)

online marketing, marketing strategy

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online marketing, marketing strategy Read answers selected as the Best Answer to a LinkedIn Question
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online marketing expert, search engine marketing expert
online marketing, marketing strategy Read answers selected as a Good Answer to a LinkedIn Question
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