[:en]Websites – the most widely exposed points of sale [:sl]Spletna stran – najbolj izpostavljeno prodajno mesto podjetja[:]

[:en]The Invisible Seller

Today, websites are the most widely exposed points of sale for most companies. Besides the basic information provided on corporate websites, customers also search for the “hidden” information such as testimonies about products,  opinions about the company, debate forums and other on line publications which can be found through different search engines. These search engines are also places that expose your competitors to potential buyers.

[:sl]Nevidni prodajalec

Spletne strani so danes najbolj izpostavljeno prodajno mesto podjetja. Poleg osnovnih informacij kupci preko spleta poiščejo tudi tiste »skrite« informacije (mnenja ljudi,  kaj menijo o podjetju, debatni forumi in druge objave), do katerih pridejo preko različnih iskalnikov, na katerih pa je seveda izpostavljena tudi vaša konkurenca.

[:][:en]

Common questions facing companies are: how can they be found amongst the countless results when someone tries to find the services which they offer through search engines; and how can they be included in the list which appears on the screen used by the buyer while they try to find the services of their competitors?

Search engine marketing is an area in which website optimisation can help, resulting in a website being ranked in a higher position and, most importantly, higher than competitors.

Invisible sellers hidden inside a website’s structure help search engines to decide which entries are most credible and therefore place them in a higher position on the list.

In order to determine how this can be done, Mr Radoš Skrt, owner of the Nasvet.com portal and the person in charge of optimising the PROMARKET, Sales, Marketing and Advertising Fair and Congress website, answered some questions for us:

What are three main three things that need to be prepared in the process of optimisation?

The first thing to be kept in mind is the fact that website optimisation can be divided into three categories: content optimisation applied to the actual website; technical optimisation, which mostly relates to the website code; and link construction. A website’s rank as displayed in search engine results depends on a number of factors. The most important factors are titles, contents and adequate designation of images, links and documents. In terms of factors that are not visible on the website per se, the most important factors are the quantity and the quality ofinbound links. These externals links enable connection to your website. The more links we have and the higher the page rank of those links, the better rank a website gets.

There have been situations in which forums where people write about (negative) experiences with a particular company have been ranked higher than the original website of the respective company. Is it possible to avoid this or prevent this from happening?

The answer is simple: this can be prevented by means of website optimisation. The aim of every company should be to get its website to appear among the top hits on search engines after the user enters their most important key words. If we want to oust websites containing unfavourable comments from the first page in search results, we need to carry out the project more seriously. On our own domains we can set up websites that will try to oust the unfavourable website, start writing a blog or produce just a few extensive comments and post them to frequently visited forums, or publish expert articles on other websites. Of course, all this is done with a common goal – to make sure the content we have published on different websites gets a higher position on the list than the website containing the negative comments.

How does a website get ahead of the competition on the Internet?

If we are talking about organic positions on search engines the answer is very much like the previous one. However, if we are talking about the success of doing business on the Internet, you should keep in mind that even the highest rank on a search engine will not guarantee success if you are not able to turn your visitors into buyers.

What should be the investment into good-quality website optimisation and how soon can we expect the results to start showing?

Above all, the investment depends on the number of key words and the basis on which we would like to optimise the representation of the website across the whole internet, as well as on the complexity of the website topic. The most demanding optimisation projects are currently those that include the following key words: “games”, “translation”, “hosting”, “website development”, and “accounting services”; the more complex the area, the higher the price. Our prices for 1 key word start at 24.90 EUR per month. Every client has to be aware of the fact that optimisation is a long-term project which cannot overnight results. In some projects, you have to wait for months before a website makes a breakthrough and appears on the first page of a hit list. This is exactly why we at Nasvet.com offer a guarantee for service quality. We invoice our clients only when their pages appear among the first ten hits on search engines. On the one hand, we take all the risk regarding the project’s success, but on the other hand we are stimulated to get a requested rank for a website as soon as possible; only then we can enjoy the fruits of our labour.

Is banner advertising worth its money at all?

This depends on the goals we have set. Banner advertising works well for trademark development; unfortunately, for most of the other purposes it is no longer appropriate. High prices and decreased user responsiveness to Internet advertisements have resulted in a situation in which such campaigns simply no longer make any profit. Currently, the best investment would be a search engine marketing investment, i.e. the lease of sponsored links and website optimisation.

We are grateful to Mr Radoš Skrt for answering our questions.

There are few serious professionals in Slovenia who work in the area of website optimisation and most of them will present their work at the Promarket Fair and Congress, and our partner Nasvet.com will be one of them. You are welcome to visit their website www.nasvet.com to find extensive specialist information and knowledge and to learn how to find assistance in the process of website optimisation.[:sl]

Kako torej biti prisoten med zadetki, ko nekdo preko iskalnikov išče vaše storitve? In kako se pojaviti na zaslonu kupca, ko ta išče storitve vaše konkurence?

Iskalni marketing je področje, kjer z optimizacijo spletnih strani povzročimo, da je spletna stran pozicionirana višje, predvsem pa pred konkurenco. Nevidni prodajalci, ki se skrivajo v strukturi spletnih strani pomagajo, da iskalniki vaš zapis označijo kot bolj kredibilnega in ga pozicionirajo višje.

Postavili smo nekaj vprašanj  Radošu Skrtu, lastniku portala Nasvet.com, ki skrbi za optimizacijo spletne strani Sejma in kongresa prodaje, marketinga in oglaševanja PROMARKET:

Kaj so bistvene tri stvari, ki jih je potrebno predpripraviti pri optimizaciji?

Najprej je potrebno vedeti, da lahko razdelimo optimizacijo spletne strani na tri dele in sicer na vsebinsko optimizacijo, ki se dogaja na sami strani, na tehnično optimizacijo, ki je povezana predvsem s kodo strani ter na gradnjo povezav. Dejavnikov na spletni strani, ki vplivajo na pozicijo spletne strani na iskalnikih je precej. Med najpomembnejše prištevamo Title naslove, vsebino ter pravilno poimenovanje slik, povezav in dokumentov. Ko govorimo o dejavnikih, ki jih ne vidimo na sami strani pa moramo v prvi vrsti omeniti število in kvaliteto vhodnih povezav. Pri tem mislimo na zunanje povezave, ki kažejo na našo spletno stran. Več povezav kot imamo in večji kot je Page Rank strani od koder prihajajo povezave, boljše je za pozicijo spletne strani.

Poznamo primere, ko se je forum, ki je (negativno) pisal o izkušnjah z določenim podjetjem ali izdelki, pozicioniral višje, kot pa originalna stran istega podjetja. Kako lahko to preprečimo, na to vplivamo?

Odgovor je preprost – z optimizacijo spletne strani. Cilj vsakega podjetja bi moral biti, da je njegova stran uvrščena med top zadetki na iskalnikih za njihove najpomembnejše ključne besede. Če želimo izriniti spletne strani z negativnimi komentarji s prve strani rezultatov iskanj, pa se je potrebno nekoliko bolj resno lotiti tega projekta. Izdelamo lahko spletne strani na lastnih domenah, ki bodo skušale izriniti sporno spletno stran, začnemo lahko s pisanjem bloga, morda bo dovolj že nekaj malce bolj obširnih komentarjev na dobro obiskanih forumih, pomagamo si lahko tudi s strokovnimi članki, ki jih objavimo na drugih spletnih straneh. Vse to počnemo seveda z enim samim ciljem – da bi se vsebina, ki smo jo objavili na različnih spletnih naslovih pozicionirala na iskalnikih boljše od spletne strani z negativnim komentarjem.

Kako lahko prehitimo konkurenco na spletu?

Če imate v mislih organske pozicije na iskalnikih, potem je odgovor podoben kot pri zgornjem vprašanju. Če pa imate v mislih tudi uspešnost poslovanja na internetu pa morate vedeti, da vam tudi top pozicije na iskalnikih ne bodo garantirale uspeha, če ne boste znali pretvoriti vaših obiskovalcev v kupce.

Kakšen je vložek v dobro optimizacijo strani in kdaj lahko pričakujemo rezultate?

Vložek je odvisen predvsem od števila ključnih besed na podlagi katerih želimo optimizirati celotno spletno predstavitev in od zahtevnosti področja v katerem se stran nahaja. Eni najtežjih projektov za optimizacijo so ta trenutek tisti, ki vsebujejo naslednje ključne besede: igre, prevajanje, gostovanje, izdelava spletnih strani, računovodski servis. Težavnejše kot je področje, višja je cena. Se pa pri nas cene začnejo že pri 24,90 EUR na mesec za 1 ključno besedo. Vsi naročniki se morajo zavedati, da je optimizacija dolgotrajen postopek, ki ne prinese rezultatov preko noči. Pri nekaterih projektih je potrebno počakati tudi več mesecev, da se spletna stran prebije na prvo stran rezultatov iskanj. Ravno za to, pa ponujamo pri Nasvet.com ti. garancijo na kvaliteto opravljenega dela. Stranki namreč pošljemo račun šele takrat, ko se njihova stran pojavi med prvimi desetimi zadetki na iskalnikih. Na ta način prevzamemo celoten riziko glede uspešnosti opravljenega projekta po drugi strani pa smo seveda stimulirani, da čim prej spravimo spletno stran na želene pozicije, saj lahko le tako obiramo sadove našega dela.

Ali se sploh splača oglaševati s pasicami?

Odvisno od ciljev, ki jih želimo doseči. Za gradnjo blagovne znamke ja, za večino ostalih namenov pa pasično oglaševanje na žalost ni več primerno. Visoke cene in vedno manjša odzivnost uporabnikov na spletne oglase so pripeljali do tega, da akcije preprosto niso več profitabilne. Ta hip se najbolj splača vlagati v iskalni marketing kamor sodita zakup sponzoriranih povezav na iskalnikih in optimizacija spletnih strani.

Hvala za odgovore.

V Sloveniji je le nekaj resnih strokovnjakov, ki se profesionalno ukvarjajo z optimizacijo spletnih strani. Večina se bo predstavila tudi na Sejmu in kongresu Promarket, med njimi tudi naš partner, to je nasvet.com. Obiščite njihovo spletno stran www.nasvet.com, saj nudi veliko specialnih informacij in znanja, kako si lahko sami pomagate pri optimizaciji vaše spletne strani.[:][:en][:sl][:]

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