 Puffery
Article
By Deirdre Cavener, MCP
President of Kiss Marketing, Inc.
Published in BABM Business Magazine
Puffery
as a legal term refers to promotional statements and
claims that express subjective rather than objective
views, such that no reasonable person would take
literally.
"We
guarantee you top placement on Google!" = Puffery
Don't
let your hard earned dollars go up in a puff of smoke.
Knowledge is your best defense against the puffery
occurring at every business networking meeting, direct
mailing campaign, internet advertising campaign, telemarketing
call,
etc. Be able to talk the talk when someone tries to
sell you "puffery".
Search
Engine Optimization Field Infested with Puffery
Puffery
is rampant in the Search Engine Optimization
(SEO) field. I am not sure where it started or why it
started. Maybe because there are only a select few that
truly understand how it works. The only people you
should trust with your SEO are those that have been in
the trenches for years, have solid technical, business
and marketing experience.
People
trying to sell you puffery are out for one thing and one
thing ONLY ... your money!
Half
Science / Half Marketing
Search
engine optimization isn't something you can learn from
taking one class, reading one book, etc. It is a
process with a million little pieces. For example:
search engine algorithms are computer programs. If your
SEO company doesn't understand programming and doesn't
have anyone on staff that has actually been in the
field, they simply can't understand the science side of
the process. Just as important is the marketing aspect
of SEO. If you don't understand what your customers are
searching for and what problems you are solving for them
all of your work is for naught.
Buyer
Beware
If
anyone approaches you or calls you and makes a statement
about Google, Yahoo, or MSN and includes the word
"guarantee" do NOT do business with them (puffery). No
one can guarantee anything in regards to another company
... ever.
There
are no tricks to successful SEO. It is a somewhat
complex set of puzzle pieces that must be aligned for
success.
The
Power of a "Credible" Link
Linking
is by far one of the best ways to boost your search
engine placement but not every link is created equal.
For example: a link from a credible website (length of
time online, ranking, etc.) tells Google, Yahoo, and MSN
that the site is good and therefore gets a thumbs up. A
link on a website that isn't considered credible can
actually hurt your websites placement. Be very careful
who links to you and who you link to.
Organize, Organize, Organize
Your
sites navigation is another puzzle piece. The site
should be set up like you would a book with logical links
forming the whole. Utilizing heading tags to emphasize
content.
Title
Tag ... For the Engines & Your Customers
This is
a big puzzle piece. Every page on your site should
include a title tag that is less than 64 characters, is
easy to read, includes page based keywords, and if
applicable your location.
Examples:
-
Certified Public Accountant Tampa Florida
-
Italian Restaurant Pinellas Park Florida
-
Personal Trainer Clearwater Florida
Conclusion
In conclusion, do your due diligence
and hire a company with a proven track record. Anyone
in the SEO field should openly share with you their plan
of action and teach you in the process if you are open
to it. People that are professionals share their
knowledge and are concerned with YOUR success.
© 2009 All Rights Reserved -
Don't even think about reproducing this article without
written permission from Deirdre Cavener and Kiss Marketing,
Inc.
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