I recently acquired a new client. They are Specialty Care Services in Silver Spring, MD. Specialty Care provides home health care providers to people that need medical attention at home. Al Simons and I have known each other for many years and he responded to my monthly newsletter. He felt that Internet Marketing is the best way to attract new customers to his business and he did not know how to go about doing it.
So, we met and he told me that he had hired a company to do Search Engine Optimization (SEO) work on his website for a year. SEO involves adding meta tags to each page of a website so that the search engines can more easily understand the exact nature of the content. So, I took a look at his site and I found that most of the site had been optimized properly but about a third of his pages were never touched. I showed him how to see that by looking at the Title Bar of the browser has he navigated from page to page in his website. I also told Al that SEO is not an ongoing process UNLESS you continue to create new content on your site. His site did not have a mature blogging capabilty. So, he was not able to easily add a lot more content. His site was fairly static. This means that he was paying and paying for a service that was not completed and was not needed on an ongoing basis. I think Al was conned. SEO gets performed on all pages and, if it is done properly, is not repeated. It is needed as an ongoing service if the site is growing.
Al fired that company and now he has a new website with a Content Management System (CMS) and is excited about the ability to tell stories, give advice and share best practice with his community and with potential new customers. And as he adds new content, Progressive Office will optimize his pages to make sure that his content gets the credit it deserves from Google and the other search engines. We are also instituting a link-building campaign to help his firm get listed into smaller search directories on the Internet. The long-term goal for Al is to discontinue his Pay-Per-Click campaign and to rely solely on the great content of his website to earn a high page rank position.
That strategy will pay-off with the best marketing results. So, we are very excited to have Specialty Care Services as a new client and look forward to assisting Al’s firm in achieving great marketing results from their website.