How Many Potential Customers Are Missing Your Website?
SEO = Location, location, location!
You can spend a lot of money to build a beautiful sign, brochure, or advertisement, but if you leave it in your office or your desk drawer, nobody is going to see it.
If you depend on fly-in traffic, as an example, you’d do much better to place that sign on the way into the FBO. Your brochures would do much better in an attractive holder near the reception desk than they would in your desk drawer. Your beautiful advertisement would do best if you place it in a magazine that is read by the largest number of people who are likely to be in the market for the product or service that you sell.
Location is key to getting your money’s worth from your marketing materials.
Search Engine Optimization gives you a great location on the Internet.
People look up the products and services they need on Google and other search engines more often than they use telephone directories. The relationship between Google and marketing is clear.
The problem is that the search engines are run by machines, not people. They don’t care how beautifully crafted your web site is, or how much time you’ve spent on it, or how much money you’ve spent on it.
The search engines only care about the factors they can see – content that is well-indexed, keywords that are relevant to actual searches, inbound links from other websites, and several other factors.
Most websites on the Internet are not easily found and indexed for relevant, popular keywords. As a result they get very little traffic.
If sales, leads and referrals from your website are low, poor search engine optimization is a likely cause.
Try this little experiment. Pretend that you are a customer that is not familiar with your company.
- Look up the product or service you offer on Google or another search engine.
- See where your company shows up.
- If you’re not listed on the first page of results, you need to optimize!
ABCI specializes in search engine optimization for the Aviation industry.
Why is it important to use a consultant that understands aviation?
- We speak your language. We’re computer nerds, sure. But we’re also pilots. Understanding our clients , your objectives, and the competition and pressures within this industry is key to getting the results you want.
- Search Engine Optimization (SEO) depends on the words you use. Someone outside the aviation industry may not understand the importance of specific keywords and the relationships between concepts.
- We’re search engine specialists, as well as aviation professionals. We attend several (expensive!) courses and conferences a year, and devour books and articles on how to be the best search engine optimization company, as well as aviation marketing company you’ll find.
It’s important for ABCI to get our clients’ web sites to the first page of Google results for relevant search terms.
When people are searching the web for a product or service, they usually contact one of the companies in the first page of results.
Having a good ranking in Google and the other search engines is seen as an indicator that a company is “reputable,” or at least has invested in their corporate identity on the web. Comfort level goes up – we all feel better about working with someone who appears to be a leader in a particular industry, has invested time and effort in their company’s image, and appear to know what they’re doing.
Here are the Google search results for a few of our clients.
In each of the following screen shots, we’ve circled our clients’ listings in yellow.
Google Ranking for “Vintage Aviation Photography”
Google Search Results as of 5/14/2010 – Click to enlarge
Paid results, including sponsored links and pay per click ads show up at the top of the Google results page and along the right column. While they are also a good way to get attention, we prefer to optimize pages for “natural” or “organic” search. Paid results last only as long as you keep paying the search engine. Natural or organic search results last as long as your site ranks well for that term using the search engine’s algorithms.
A lot of companies have paid Google for listings for the keywords “vintage aviation photography.” My client, Aerographs, has the number three position. Since the top one is a sponsored link, (the listing from Fulcrum Gallery is a paid ad) this would actually make them number two in the “organic” or “natural” search results.
Since the search engines are in business to provide the most relevant and useful information to the people that use them to search for information, they have an interest in ensuring that search results are credible.
The keywords “aviation inventory management” has several large corporations competing for attention.
Google Ranking for “Aviation Inventory Management”
Google Search Results as of 5/14/2010 – Click to enlarge
When there’s not as much competition, we can dominate the search results screen with articles, blog posts, Facebook profiles, and related articles, like we did here with the PilotGeek Cell Briefer product.
Google Ranking for “Cell Briefer”
Google results as of 5/14 – Click to enlarge
Another of our clients, Summit Aviation, has a unique challenge. Their product is to provide a subscription service to searchable, indexed aviation regulations and publications. The government agencies that produce these regulations and publications have pretty much “cornered the market” for terms like “faa regulations,” “aviation regulations,” and “faa publications,” so we had to think outside the box.
All of these terms are dominated, as you would expect, by sites such as http://www.faa.gov, the Federal Aviation Administrations official site. And those of related government agencies.
Google Ranking for “FAA Publications Searchable”
Google Results as of 5/14/2010 – Click to enlarge
It takes diligent work to find the perfect keyword for the product or service that our client provides, and it takes more diligence and more work and (as well as some patience) to get our clients to the first page of Google. I attend professional courses every year to keep up on the changes in the search engine market and algorithms since they change so quickly.
And unlike many search engine optimization specialists, we speak the language of aviation. We know what aviation people are really looking for.
It’s one of our objectives to make sure that happens within the first three months. We’ve found an excellent search engine ranking is one of the key success factors in getting them connected with sufficient numbers of the right types of clients and customers that can make a difference in their business.
Do It Yourself or Full-Service SEO Consulting?
If you do need search engine optimization, you have two great options, depending on your time, skills, and urgency.
| Choose the package that’s right for your company | 
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 Search Engine Optimization-Full-Service Consulting |