[...]... mainly of one sex or age bracket? Do they sit in any particular socioeconomic class? " Do your customers buy predominantly on price or on quality? Do you want to target upmarket users or appeal to the value end of the market? (Trying to do both at the same time rarely works.) Get to the top on Google 25 " Is time a factor for your customers? Do they need to buy quickly? Do they only tend to buy at... corner store on the very outskirts of town Your footfall in a major mall is massive, with people coming in and out of your store all the time On the web, a top position on Google has just the same effect Recent research has shown that the power of a top ranking is even more extreme than the 84% statistic suggests Apparently, the nearer to the number one position your business gets, the greater the chances... develops the business – and calms his brother’s misgivings – through the power of decent proposition development, search engine optimization, and more traditional marketing techniques So, now it’s time to get cracking The following seven steps (each containing four sections) walk you through the nuts and bolts of the art of search engine optimization – how to get to the top on Google and stay there!... some aficionados come from miles around to take home a slice or two What many people shopping there don’t know, however, is that the Teddington Cheese won a UK eCommerce Award and sells its cheeses to people all over the world How did it achieve this? Well, one reason is that it is in the top 10 on Google for the search term “cheese.” I find the Teddington Cheese story inspiring Although the web is... have one available " Tuning the campaign considers how to use the results of your ongoing monitoring activity to refine your campaign further and tune your site It also looks at how to monitor what your competitors are up to and learn from them 16 The seven-step approach The rest of the book is essentially a walk-through of the seven-step approach, illustrated with a case study and punctuated with tools... and punctuated with tools and resources The longest sections, as you might expect, are those focused on on-page and off-page SEO, where I cover in some depth the key techniques you will need to master The Get to the Top on Google case study Throughout the rest of this book I will be using a case study to illustrate the techniques involved and bring them to life There is no single choice of industry... business is gained by word-of- 18 The get to the top on Google case study mouth recommendation Matt has always focused on the B2B part of the business and, in particular, on winning larger contracts However, it’s now almost two years since the company won the Boise Law contract and there have been no new contracts of a similar size More worryingly, the three-year contract comes up for renewal next year... less of a wild frontier than it used to be, there is still a place for a David seeking to take on the Goliaths of world commerce You too can beat the big boys and afford that prime location right on Main Street, WWW The keys are great product, sound service, niche focus, great content, and good search engine optimization or SEO – getting your site to the 8 The size of the prize top of the search engine... visitors look at one page, then leave the site And don’t let SEO take over your life – you still have to be out there doing business It’s easy to become 22 Phrases that pay hypnotized by the challenge and forget that SEO is only, at the end of the day, one part of your marketing effort; which is, in itself, only one part of the total business effort required For these reasons and more, before we turn to. .. Asset optimization It is vital also to optimize the images, documents, videos, and other assets on your site This section shows you how " SERPs and snippets outlines how Google displays its search results and how to manipulate the link and the snippet for your Get to the top on Google 13 own pages, so that web surfers are enticed to click on the result and visit your site Step 4: Landing the links Priming . alt="" Get to the Top on Google