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If you’re a business owner, you’re probably all too familiar with the, “first, pay me and then I’ll perform” mentality (no, it’s not just you!). You see it in everyone from new employees to people asking your company for a donation – hire me and pay me that six figure salary and I’ll sell like a madman (or madwoman) OR sponsor our “walk to save the world” and we’ll mention your business during the awards ceremony – you’ll get hundreds of new customers as a result of the massive exposure!!
As you know, rarely does the end result meet the hype thrown at you on the front end. For this reason, most business owners long for the person that says – give me a shot – let me show you what I can do and then if I produce results, pay me what’s fair.
Well, I hate to break it to you, but with Search Engine Optimzation (SEO) you’re in for more of the same. Don’t you love being a business owner? The fun never ends!
If you want top organic search results, give something of value away for FREE. That’s right – give something of value away for FREE. It may result in nothing, but sometimes you’ll hit gold:
This may not constitute gold, but it is certainly silver or bronze!
We put together a marketing white paper and it included a case study on Yellow Page advertising. A great deal of time and money went into putting together the case study and many people would use something like this in a “give me something and I’ll give you access to the case study.” For example, we might have put it on a page and said, “give us your email address and you can download our white paper on Yellow Page advertising.”
While this might be a perfectly reasonable strategy – and sometime we might do with other case studies, we decided to post this one on our main website for all the world to see. Well, guess who found it?
That’s right – Google’s – and they popped it into the number one spot above over 2MM other results for the search phrase “yellow page ads case studies.” It also comes up for many other similar searches – not in the top spot, but still on the first page and we just put it up a month or so ago.
If you are trying to increase your organic search rankings, one surefire approach is to produce content that gets your business recognized as an authority on whatever it is you do. Give valuable information away for free. Sure, you might lose an occasional “do it yourself-er” who might have hired you if you hadn’t told them your “secrets” up front, but is that really the type of client you want? Probably not.
Act like an owner and give first. If you do good work, you’ll produce results and those results will pay big.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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