Before we go into depth about search engines and how they work, there is an important distinction to be made between search engines search sites and search directories. Search engines have a proprietary way of indexing and catagorizing Web pages that they keep confidential. They build an index or directory you search through at a search site. These search sites are AOL.com, Netscape, EarthLink.com, and DogPile.com, to name a few.

Search directories are the third form of Web Page organizationon the Internet. Search directories use information that is provided by Web page owners and do not use indexes. There are a number of directories on the Internet. Examples are dir.yahoo.com, dmoz.org (Open Directory Project), and Aviva.com. Web Page owners submit their URL, listing and description to search directories, organizing the information within sub-directories. These submissions are edited by human editors who may shorten or reject a submission. Search engines sometimes use the data provided by search directories to help improve their search results, but directory listings can also provide valuable links to your Web page that can improve your page’s ranking. They are an important part of your search engine strategy.

Search engines have grown in importance over the years. It’s estimated that about 50% or Website visits originate at search engines. According to iCrossing, over 67% of people planning to buy something use a search engine.

Search engines have played a pivotal role in the growth of the Internet. Many of these search tools are now household names, like Google, Yahoo, Ask.com.

Their job is to sort through these Web pages in a process called “indexing”, to find the information quickly, and then organize the results of the searches when you ask for it. With billions of Web pages competing for attention, a business owner needs to ensure that search engines are able to find your local Web site, index it and place it high in the results for customers whose searches are relevant to the services you provide.

That’s your challenge.. making sure when people are searching for the types of products and services you offer, they visit your Web site.

Your website is not an effective marketing tool, if you have few lead and low conversion, minimal traffic, or you receive a low amount of requests for service or information.

A powerful and information-rich Website can position you in your market, create visibility, invite prospects to take action and provide measurable results.

When planned and executed correctly, an effective Web marketing campaign can greatly increase one’s Website traffic. For example, if you implement well thought out techniques and tactics - you can realize an increase and rise in traffic, sometimes as large as 30%.

Remember that increasing your Website traffic is not an easy, fast, or guaranteed fix. Although some techniques like search engine or pay-per-click marketing can be implemented fairly quickly.  Other techniques like search engine optimization can take months to produce results. A comprehensive plan and a healthy dose of patience are two key ingredients necessary to Web marketing success.

Key Online Stats Regarding your audience - boomers and seniors!

Eighty two percent (82%) of adults aged 50+ who use the Internet research health and wellness information online (Pew Internet and American Life Project).

The Internet is the most important source of information for baby boomers when they make a major marketing purchase (Zoomerang).

One-third of the 195.3 million Internet users in the U.S. are adults aged 50+, representing the Web’s largest constituency (Jupiter Research).

Two-thirds of American age 50 - 64 use the Internet (SeniorNet).

Email is the most popular online activity among 50+ users, followed by Web browsing, research and shopping (ThirdAge and JWT Boom).

Seventy-two percent (72%) of boomers have broadband Internet in their homes (ThirdAge and JWT Boom).

Adults 50+ spend an average of $7 billion online annually (SeniorNet).

By the end of 2007, the number of mature social networkers is expected to top 20 million (Deloitte).

Boomers is the leading group caring for aging relatives. Many family caregivers live at a distance from their elders and don’t have access to local phone directories, so boomers are going to the net when seeking help.

So, is your company embracing the web and online marketing? I hope to hear a resounding “yes” to that question, if not, why not? Is it because you are professional technicians; like doctors, nurses, and case managers who enter the business because of your education background and training? If you are not comfortable with online marketing strategies, we can help! Send your question/s to Carol@carebuzz.com.

When marketing on the web, either via website or blog - it’s important to localize your keywords! Why? Simply put, the decision makers and consumers of your products/services are typically looking for businesses in their local communities.. unless, of course, they are buying online.

If you provide a senior service that requires “hands-on” delivery or face-to-face contact, such as home care, home health, medical treatment or clinic, remodelers, durable medical equipment, visiting physicians, geriatric case management, physical therapy, or rehabilitation - you will definitely want to Localize your content on the Internet.

Now when I say “content” that can be pages on your website, articles, posts on your blogs, etc. - any type of “text” information that is submited for search engine indexing… make sure your local city is in the meta tags, text within the article or post, keywords, and at times add it to the title of the document or page.

Some say that Localization will not garner you automatic rankings on search engines.. a lot of variables will effect that - but when a consumer finds your content it wil appear more relevant to them. There are ways to make your website more “localized” and that will the subject matter for our next topic.

Carebuzz leaves on thought with you to contemplate.. Updating the content of you site, blog, article, it’s important to include unique content specifically focused on your local business - which is critcal to your online sucess.

Happy holidays!!!  More to come..

Carol @ Carebuzz