It was a Friday night, late fall or sometime like that. It was at least dark. We were sitting on the couch watching the TV in what we called the sun room, which is now the kids’ play and craft room. It was the sun room since three of the four walls were all windows which let all the sun in on sunny days but let a good bit of heat out during chillier dark nights. That’s important to know since I believe it played a large role in naming my company, Sawfish Online.
As the wife would tell you, when the temperature drops, I tend not to put on more layers, and I certainly won’t turn up the thermostat and watch the dollar bills flutter up and out of the chimney. No, I do the manly of manly things and that’s grow a beard and drink scotch.
This particular night, Birdy (the pre-Sam Birdy) was playing on the floor. We were sitting on the couch watching some mindless TV – I vaguely remember an Alaskan airplane show or something (I always wanted to be a pilot). The wife was getting bored (she never wanted to be a pilot) so she started talking about the content marketing and SEO company I started to develop earlier in the year while on vacation at her parents’ house in Venice, FL.
If you look in the history books, or Google, you’ll find that Venice, FL, was once the sawfish capital of the world. Well, I didn’t know that at the time. Pure coincidence, honestly. I know it as the shark tooth capital of the world, which to me, means there’s a lot of pissed off sharks swimming off the beaches of Venice, FL.
However, this fateful night of airplane shows, pizza, scotch and sawfish came tumbling together to the perfect, yet highly imbalanced, ball I call Sawfish Online. How, you are still wondering? Easy enough. Birdy has a bath toy, this hard rubber – almost plastic feeling – sawfish with a real saw for a snout on it. She got it on her first trip to Venice, FL, I believe from grandma who found it in a thrift store and gave it to Birdy as a bath toy gift. With a total length of about a foot long, this thing is a nasty one. No kidding, it’s probably from the early 1980s or even the 1970s before anyone really cared if their kids hurt themselves with toys.
So, my wife asked what I wanted to call my company. I didn’t know. I was only thinking of getting myself another glass of warmth and cheer. I said “I dunnnnwooo.” Then she pointed at this cool print of sport fish from the Gulf of Mexico hanging on the wall. I stared for a few minutes and finally had a solid lock on the sawfish that was somehow dancing around. That moment, with the tail of the toy in her firm grasp, Birdy then whacked me right in the hand with the snout of the sawfish. Everything coming together like that, how could I not choose Sawfish.com for my company name? The wife said, “that’s terrible. How about something like SawfishOnline.com?”
Feeling a little chilly,
Yesterday, I briefly sat down with a couple of friends who own an established new & used car dealership to talk about some web content opportunities. Their situation is unique is some aspects because they deal with an e-commerce business, but it would be an incredibly rare moment for someone to buy a vehicle on the internet and not visit the actual store to look over the car, kick the tires, test drive it, negotiate a price and all the other things you do when purchasing a car – at least, I’m assuming that.
However, a full-blown, fanatically enriched website is a must for a situation like this for many different reasons including being an information hub, building customer trust and most importantly visibility.
The guys know this fairly well already, and know the importance of competing in the Google rankings, but we all know and understand competing organically can be slightly more than overwhelming and leave us awake at night (BTW, take two aspirins, and call Sawfish Online in the morning).
During our discussion one of the guys asked a very good question: “If we rank No.1 on Google for a particular car and a customer clicked on that link and it went to our home page, that’s not good, right?”
Right. The worst thing you can do to a customer or a potential customer is promise to be the best (you’re No.1 in Google after all) and not deliver on that promise. Do not make them search for the car on your website. They will bounce fast than a tossed into a tub. This is called your bounce rate in web analytics, and when your bounce rate is high, it means you have a problem – people are getting to your site, but they don’t like what they see. You aren’t delivering the content. You aren’t encouraging your visitors to stay on your site and gain trust and purchase something.
We didn’t really talk about bounce rates in our meeting, that’s not much of an issue that I know of right now with my friends (thankfully), but focusing on getting high search results that point to the wrong and/or misleading item is a much bigger problem than many business owners realize or even know about.
Here’s how I think of it: Organic search like the example above is much like fishing without bait on your hook. A fish might bite, but if that fish gets off, who knows how much longer it could be before another one comes along and falls for the same thing.
Sincerely thinking about going to Florida to do some fishing now,
In case you ever wondered what all those marketing terms mean (and there's a bunch more)
Glossary of Terms
Content is anything on a webpage that delivers information. Content can be copy (words), images, videos, product reviews, blogs, social media posts, sketches and documents that help a customer or visitor understand a message conveyed on a website.
Content marketing is a phrase that is becoming popular that really means online marketing. It's pretty much the same as traditional marketing with more website and social mediate site marketing opportunities and less print (or traditional) marketing -- although not zero.
Social media are all the sites where we share our stuff such as facebook, twitter, instagram, pinterest, youtube and vine. As busy business owners, these sites may come across as annoying, but social media is becoming more important in content marketing than ever.
SEO is an acronym for Search Engine Optimization. It's a buzz term that is often used but not always readily understood. SEO is always changing; before it was very technical and secretive, but now it's more about good, relative content. Some legacy SEO pieces remain like keywords and search rankings in Google, Bing and Yahoo,
Strategy is your plan, and then having back up plans for your back up plans. Calling it a strategy just sounds cooler. It's important to know and understand all parts of your content and how they work in order to form a solid strategy that will set up your business for success.
Content consulting is when a company like Sawfish Online comes in and gives you and your online content a gentle nudge in the right direction even though you might be doing most of the work. We're experts in content, you're experts in your business, which is why we make a great partner for you whenever you need us.
The term SEO is thrown around all the time it seems these days, but don’t feel bad if you don’t know what it means or why you need it because in reality, not many people do. Sawfish Online is here to give you some insight into SEO.
At the surface, SEO stands for Search Engine Optimization. The full definition itself is even a puzzle, but simply put, search engine optimization is the process of gaining your website visibility to search engines like Google, Bing and Yahoo and being at the top of the search rankings.
There are two types of SEO, organic and paid. Organic is natural search that is based on your website’s content and other factors that are complex and, honestly, unknown outside the vaults of Google. Paid search is exactly that, you pay Google or Bing to come up at the top for certain keywords you are targeting in hopes customers or potential customers click on your link. It is effective, but can cost a lot of money. After all, it’s advertising.
There are a lot of complexities to search engine optimization, and they’re changing all the time. Give us a call or email Sawfish Online to see how our consulting and coaching services can help you and your website improve search engine rankings through paid or organic SEO.
Larry is a content marketing professional, an experienced copywriter, avid fisherman, amateur sailor, teller of kinda funny jokes, pancake connoisseur and an overall OK guy who founded Sawfish Online.