Your success is tied to how you work the web (pt 2).

– Robert Kruger 14 July 2010

I’m always surprised when I hear a company’s decision-maker downplay the importance of search engines. Google is like Oprah - if they like you and call attention to you, you will succeed.

Here are some common misunderstandings about how to build a successful web presence as it relates to search engines.

The only reason I need a website is to publish my phone number. This logic is flawed. It assumes that you already know everyone you will ever need as a customer, and you have given each one your web address. To compete and succeed, your website needs to bring you customers you’ve never contacted. These new faces will use Google (and other less popular search engines) to find you.

I won’t need to change anything on my website very often. We don’t get to make choices like that. Google calls this shot. Google equates content revision with relevancy. If your content changes, you must be paying attention to your message, and if you’re paying attention, your message must be relevant. If you never change your content, Google will move you down the list of search results, and you will never be found. I know it can be a lot of work. I know you will have to assign that responsibility to someone. You have no choice. Change your content (even by a little bit) every week. Google demands it.

A picture is worth a thousand words - all I want on my website is pretty pictures. Wrong again. A picture isn’t worth anything to Google. Google only cares about words. Specifically, there is compelling evidence that Google likes 350-500 words per page. Your website can be cool and have words. Tell your designer that. If this were easy, you’d be doing it yourself. That’s why your designer went to school - to learn how to create good design and meet all necessary criteria.

I know that search engine optimization (SEO) can be mystifying. That’s why you should partner with a creative agency that understands and has proven success in SEO.

Our Dialogs Professional Services team has seen a lot of websites. Plus, Dialogs includes an SEO toolbox that will help you succeed - see what Website Grader thinks of Dialogs.com. We’re happy to show you how easy it can be to work the web.