Google vs "The black hats"
Google say they want to be the best search engine in the world. If someone types in a query Google will try and work out, using all means possible, what information they are actually seeking and direct them straight to it. It recognises that most of those information providers may have a commercial intent, and that many commercial entities will be trying to get their pitch in front of the user even if the user does not want to see it, using what the trade calls "black hat" techniques. There is a battle of wits going on between the "black hats" and Google.
Many former "Black hats" have changed tack and are now trying to work with google to get ther products to market. Most commercial companies have products that are genuinely useful and customers that are trying to find them.
Ignorance may be bliss, but it is expensive
Adwords seem to have been designed for people who have something to say which people want to hear, but, in internet terms, do not know how to say it. They pay for their ignorance.
We are search engine heros / heroines
Ceroc Scotland has a lot of dance related content, thanks to this forum. It does considerably better than Ceroc.com in dance related searches. It also pops up in all sorts of other searches due to our forums love of chat.
This is the Internet marketers dream. The chance to get your message in front of someone who does not want your product because they do not know what in can do for them. In Ceroc's case it is the opportunity to get the link between Ceroc and dance into the public mind. If at some page the random visitor starts to take an interest in dance they may stop to read an ad or article that says Ceroc
Even the best ....
Without knowing him I have the greatest respect for Franck. I know little of franchisees and organisers, but he is the best franchisee that I know of. Sadly, in this case he seems to me to have missed a trick or two.
Hello and goodbye ...
This page may attract dance virgins searching for adwords.
Look through their eyes at the top of the page. On my PC I see nothing about adwords, or whatever else they were searching on. They probably close the window or tab straight away The mantra is that you have 15 seseconds to persuade a chance visitor to stay. Google probably sees that the searcher was disatisfied, and the site probably goes down the rankings.
Meanwhile the opportunity to make the essential marketing link between Ceroc and dance has also been missed. In fact the first time dance is mentioned it is off screen and in my first post.
There is another way
Michael Gerber is the author of "The E-Myth revisited". The chapter on running a business on the MacDonalds franchise model is laced with gold.
He describes most small businesses as "the walking wounded" and all businesses as "broken", there are always things to be fixed. Like him I am continually asking "What's missing in this picture". His story:
Withe use of cookies it is possible to detect a first visit to a site and take action. I would suggest an embedded video clip of Ceroc dancing with a voiceover with the sales talk. Not a pop promo clip, simple and honest.
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