Issue link: https://www.e-digitaleditions.com/i/314415
36 FEDA News & Views Tools for SEO Success As promised earlier, below is a list of tools used by many professions to manage the SEO success of their websites, and a few helpful articles to expand upon some of the content in this article. All of these tools offer more than just keyword analysis and SEO fixes. I highly recommend signing up for Google and Bing Webmaster Tools and downloading the SEO Toolkit by Microsoft at minimum. Google webmaster tools (Free) - https://www.google.com/webmasters/tools/ Bing Webmaster Tools (Free) - http://www.bing.com/toolbox/webmaster SEO Toolkit by Microsoft (Free) - http://www.microsoft.com/web/seo Screaming Frog (free for 500 URL's) http://www.screamingfrog.co.uk/seo-spider/ QuickSprout Online Tool (Free) - http://www.quicksprout.com/ SEOMoz ($99/month) - http://moz.com/ Keyword Spy ($89.95/month) - http://www.keywordspy.com/ SEMRush (starts at $79.95) - http://www.semrush.com/ KeywordTracker (starts at $27/month) - http://www.wordtracker.com/ Google's Search Engine Optimization Starter Guide (PDF) http://static.googleusercontent.com/media/www.google.com/en/us/ webmasters/docs/search-engine-optimization-starter-guide.pdf Google's" Webmaster Guidelines" https://support.google.com/webmasters/answer/35769 Search Engine Land guide "What is SEO?" http://searchengineland.com/guide/what-is-seo Let's Put It All To Work Following the tips in this article will keep your website healthy today and into the future. If you have any questions along your journey, please feel free to contact me by email at david@ecommercesignal.com. Stay tuned for part three of this five-part series, where we will discuss growing your website using online marketing and social media. Growing Your Business Online continued ATS Logistics / Restaurant Supply Division 20-years experience shipping equipment & supplies to the foodservice industry Zero administrative expenses or fees Custom Freight Solutions utilizing super-regional & national partners Rate shop the best carriers in N. America for most desireable service lanes at reduced rates Deliver to more 1-2 days points with LTL's lowest claims rates When you must have a truckload, you must have ATS Parcel ground service that is customizable, reliable and more cost-effective Explicit delivery receipt to eliminate unplanned accessorial charges Full-visibility on web routing with immediate vendor compliance Real invoice audit including weight & class comparison to spec sheets In transit expediting & damage control Call Thomas Pine 614-725-9095 Service is the only thing we have to sell. pay your full price for goods and services. These are your most profitable customers. Why would you antagonize them to entertain the business of others who do not appreciate the value in your proposition? All business is not good business. Discounting sets a precedent for future purchases. You have already signaled that you will cut price to get the business. Who, in their right mind, would ever accept your asking price for something in the future? The word on discounting spreads like wildfire, especially in the age of social media. It is no secret when one customer gets a lower price than another. Customers talk to each other. Fourth, when salespeople discount, they demonstrate a lack Should Salespoeple continued of conviction in their brand's value. They reduce price as they accept the other person's opinion that they are not worth the difference in price. Accepting a prospect's opinion that the price is out of line means that the salesperson believes the market more than his or her marketing department. If a salesperson will not fight for his price, why would he or she fight for a customer if there is a problem after the sale? This is the sub-text of caving in to price resistance. On the other hand, a salesperson convinced of his or her brand's value and committed to protecting the company's profitability sends a different message to the market. It says, "I will fight for my price because I believe in what we do." Fifth, arbitrary discounting may signal to the market that your first attempt at pricing was gouging. If you discount price under pressure, you were charging too much to begin with. Companies that employ integrity pricing or programmed pric- ing that is available to anyone who meets the criteria develop trust with customers. Customers rest assured that no one gets a better deal than they do. Those who make random decisions about pricing raise suspicion and cast doubt on a company's integrity. When management and marketing assign pricing authority to salespeople, whether they describe it as empowerment or negotiating leverage, they are delegating their fiduciary responsibilities to the organization. If salespeople are design- ing and executing strategy, there is no need for marketing or mid-level management.