How the DESK Method Optimizes Your Site

[Review Part I explaining the DESK method of Web marketing.]

Let's take a closer look at how the DESK method (Drive, Educate, Sell, Close) incorporates the fundamentals of "organic" or "natural" search engine marketing, leading to a long-term flow of traffic and new customers.

Drive traffic by building a site that's easy for search engines to index, and valuable to your visitors. This primarily involves researching the keywords that your ideal customers will use to find your site, and incorporating those keywords into the useful, timely text content of those web pages.

Content (articles, reviews, blog posts, interviews, comparisons, etc.) supports the search engine indexing process, educates your potential customers, and encourages them to buy from you and link to you. Your keywords and content should flow out of your core message, that is, the underlying description of who you are and what you are trying to accomplish.

Because search engines adjust their indexing frequency to your publishing frequency, it's important to add content continuously. How often? As often as possible. At least once a week. Blogs are perfect for this, but you can also do it by simply adding articles. [Listen to : Good Reasons to Start a Business Blog]

The concrete construction industry has a term for it . . . when load after load of fresh concrete is put in place for a foundation, it is called a continuous pour.

By continuously pouring new content into your site, you are providing what search engines, and more importantly, visitors are really looking for—a foundation of fresh, relevant, authoritative information.
Drive traffic by getting other web sites to link to you. Inbound links are the prime evidence that proves your site is relevant, desirable, and an important destination to visitors.

High-quality inbound links—links from relevant, authoritative sites incorporating your search terms (keywords)—are the single most-important search engine ranking factor, especially on Google.

Why would authoritative sites link you? It's all about your content. That's why at least some of your content must be developed before beginning an inbound link campaign. We have some innovative methods to continuously grow your inbound link base.
Educate, Sell, and Close by designing your site in such a way that it supports and encourages your visitors to first learn about you and your products, and then to take action.

Which brings up the question: what do you want your visitors to do? Buy your product right now, sign-up for your service, call for an appointment, visit your retail store?

The process of leading visitors through the necessary steps for them to take action is called conversion. It's often overlooked, but hugely important: there is little point in generating a lot of traffic, only to throw it away with a incoherent or nonexistent conversion strategy.

Conversion is a natural outcome of good design, content that answers questions and builds confidence, thoughtful navigation, and a call to action.

To put it concisely...

Keyword-optimized content tells search engines what your pages are about
Inbound links tell search engines that your page is worth visiting and also act as direct sales pipelines
Well-designed product pages, clear navigation, and a streamlined customer experience will convert your visitors into long-term customers

The DESK method is a core strategy—it's one of the keys to building a valuable online asset while growing your online business the smart way.