In traditional marketing a bad decision about an ad layout lasts only as long as the current issue. When it comes to the Internet a poor decision or uneducated choice can have lasting implications on success of a business. Something placed on the Internet is easily found years later, even if it was deleted or only online for a short time. Conversely something found online today may not be easily found tomorrow if the wrong decisions are made or a disreputable online marketing company is used.
Any true online marketing expert understands the value and importance of ‘link weight’ pertaining to website visits from potential buyers and how a search engine ranks a website The higher the ranking by a search engine the more times a website will be seen and visited by potential customers and conversely if a website is not ranked well it will never be viewed or visited by potential buyers. Google has published the fact that a primary website ranking algorithm for ranking websites is how many other websites link to a website and what the value of those websites is. This was best illustrated in the 2004 Presidential Election where Democrats placed links to the George Bush profile on thousands of websites with the term ‘miserable failure’ resulting in George Bush being the 1st item shown on Google when users searched for ‘miserable failure’. If a website has dozens of other highly valued websites linking TO it then Google considers that website of higher value and ranks the website higher in search results.
The same works in reverse meaning that a website with several highly ranked websites linking TO it will be perceived as lower value if those other websites no longer link to the website. Search Engines often consider this in terms of companies going out of business or offering less valued or less important services. When a Search Engine tracks links moving from one website to others the link weight is lowered for the negative links being moved away thus lowering the ranking and reach of the website. The result of this is much lower traffic often resulting in less leads and lower sales instantly without a simple solution to repair. An unfortunate example of this was a website Builder Consulting built for a Tulsa home builder that went from less than 400 users per month to over 4,000 monthly user visits (potential buyers visiting the website).
When the company hired a new marketing manager she decided to cancel all online marketing and move the website to a new website company she liked with disastrous results. Builder Consulting had steadily increased the website traffic to an average of 2,200 unique users (buyrs) visiting per month. After the new marketing director changed the website to a new website company the website had a 92.08% decrease in unque buyer visits in less than one month to a low of 161 visitors to the website; less than it had ever been in more than a decade. The significant changes made to the online marketing led to a catastrophic result for the customer in less than one month that will not easily be resolved with several months effort.
There may be another change in marketing ahead when the owner of the company finds out his website is down 92.08% simply because of a poor choice made that caused the company to lose 92% of potential client visits to the website in less than 30 days. Little things have a large affect online, watch out for anyone promising unrealistic results or unquantifiable actions since there are far more bad online marketers than there are good ones.
Robert ‘Dot Com’ Jackson
913-814-8844 Corporate Offices