The Internet today has changed the marketplace forever. What was once a world of human interactions has been replaced by digital interactions, and these exchanges are occurring in an unprecedented manner such that it requires marketers to think act, and engage with customers and prospective buyers. Business owners and professional marketers must apply emerging strategies that go beyond now mature Search Engine Optimization (SEO).
The introduction of cloud computing based Customer Relationship Management (CRM) software was thought to be the answer to bridging new customer and prospective buyer relationships. While this assists in capturing established relationships and managing the interactions, it is very much a static platform, with limited intelligence or value to help businesses create new customers relationships.
More recently, the emergence of marketing automation solutions from notable vendors like HubSpot and Marketo have greased the wheels of change as marketing novice managers hang on every word presented, pushed in a vendor content strategy and systematically communicated by calculated interruptions. All in the quest to find new customers, enhance the buying experience and generate new marketing qualified leads ready to be accepted as a sales qualified lead to the inbox of the hungry sales stick person in an org chart. The ultimate expectation is: revenue growth.
Something is missing. In search of digital answers to generate new business leads, marketers are missing the basic core staple in order to grow their businesses. They lack internet brand presence and internet-based attention. Unless a marketer is prepared to buy a paid search impression and compete in an auction atmosphere, they are at the mercy of near-perfect SEO for obtaining meaningful search engine attention.
Search engines are on their own quest to grow their own customer preference and provide the optimal user experience. Sophisticated metrics and accumulated intelligence obtained from visitor inquiries often results in poor search engine results.
Why can’t we obtain a better search engine experience than we currently obtain today?
Search engine providers respond by claiming to be the best in their field. The ability to truly optimize is a constant battle of generating differentiation, and is in constant need of monitoring performance due to continual changes in Search Engine “Signals” and resetting as a result of Penguin and Panda algorithms. They too have challenges in delivering the best “leads” or search engine results. The reason is interpretation.
The primary language of the world is English, however various dialects and usage of terms and phrases are different in many countries. The simple spelling and interchange of letters like S for Z cause confusion to readers in North America or Europe. And like human behaviors as unique as we are, consider the fact that as much as 20% of search inquiries use unique keywords (longtail) that go beyond those previously submitted by internet searchers. No wonder we often have a failure to communicate!
This quest for buyer and customer attention is challenged by the excessive and irrelevant noise the audience must endure from bad search outcomes. Not unlike a garage rock band playing Carnegie Hall, the venue is often out of sync and the results dismal.
The use of SEO alone doesn’t work anymore
While still in its infancy, the avalanche of Search Engine marketing gurus is as widespread as local contractors ready to renovate your house. Put up a shingle, read a couple of white papers and you’re ready to get your client’s website to the top. Guaranteed! Not a reality anymore. Why? Because Search engines have more horsepower than you could ever amass. Not even major brands have figured out how to get to the top of the food chain of scoring without paying for it. SEO is a discipline, requires manual labor and patience. Have you got all three?
GenPress Answers the Challenge
GenPress is a powerful tool that improves the search results for a website. When a new page (or website) is created, knowledgeable web developers scan known keywords using search engine techniques. They check for all the factors that will impact how search engines index keywords and rank a page. They do their manual “best effort” to provide SEO.
SEO is important, but has its limits. Most notably, it optimizes only one page at a time. While this is necessary, it does not optimize for possible variations of words and phrases that the search users might enter when searching for your page. Smart SEOs now embed “localization” such that in the event a search user seeks to find a service or product, they may explicitly add where they are located. As well, Search engines cross check the users (internet protocol) IP Addresses/ location of their Internet providers’ host (where the servers are sending and receiving search requests from) are identifying the location of the search user and marrying that to the search result so that a person in Green Bay looking for a flooring supplier types the word “Hardwood Floors”. And the results will skew towards those optimized Hardwood Floor websites in the located of “Green Bay”. Sound great. What if your product or service has a wide marketing audience, that crosses multiple jurisdictions, geographies or even continents? What if you could have a tool that generated that for you in minutes?
Another example of a missed search result is: What if the user is looking for a very specific kind of hardwood floor? i.e. Brazilian Walnut. There are thousands of species. How does SEO optimize ALL of the keywords and do that quickly?
Consider this. You have a well-written landing page, complete with tagged images, maybe even a video describing the new red version of your widget. Prospective buyers searching for a “red” widget will find your page; however, potential customers searching for “maroon” widget or “crimson” widget may not etc. How can you quickly and easily capture more, longer and differing keywords and automate the process in doing so? GenPress solves the problem by creating a worksheet searches a proprietary dictionary database of words and finds multiple synonyms, and variants in the English language. It then “generates” multiple editions of your landing page, article, or blog page allowing the search engines to index them and point search users towards your site because your site is indexed to a wider range of keywords.
The result: GenPress generates more relevant experiences for search delivering your site to the prospective buyer, leaving your competition behind.
How does GenPress accomplish this?
GenPress combines human intelligence with our Automated Content Expansion™. A GenPress author deliberately creates the list of replacement words/phrases, assigning grammatically correct context for each version of the document. The result: new versions are generated and populated in the website.
Sophisticated SEO and SEM marketers have many tools available to “spin” documents. The result is often garbled text with no context or grammatical compliance. These types of documents have the appearance of “spam” based content that was intentionally spun to cheat and disguise the document as being an indexed result.
The GenPress engine creates quality content that search engines recognize as providing a positive user experience and are indexed accordingly. The result: greater capture of new and more compelling leads that just may result in new revenue. Why is that possible? Because the user was looking for a more relevant result rather than better matching their string of words.
Why concern yourself with obscure synonyms like “maroon” or “crimson”? The term “red” might be an accurate description of your widget, but someone might be searching for it as a fan of the “Crimson Tide” or wants to match maroon nail polish. The practical reality is that however many visitors you get from “red widget”, there are significantly more prospective buyers looking for more than something simply red – and you want them, too.
Google reports that a significant volume of search phrases are unique, having never been searched before, and never again. Imagine how many potential customers might be interested in your red widget, but are entering synonyms such as “crimson” or “maroon”.
Offering a page that is relevant to your visitor traffic and gives them what they seek will improve visitor traffics and site stickiness. Ultimately increased revenue – and
In business statistics, this is known as “long-tail”: http://en.wikipedia.org/wiki/Long_Tail