I recently made it to #1 on Google for the keyword “Baybayin” for Baybayin.com. This is my 2nd #1 after “Filipino Tattoos” for PinoyTattoos.com. It took me about a year to do so after using SEO techniques and through social/real-life networking. Basically, the way SERPs (Serch Engine Result Page) work is that the more quality incoming links you have to you site, the higher you ranking will be. Ideally, Baybayin.com should be just based on the domain name but since there wasn’t enough authority linking to my site, it didn’t rank very high about a year ago.
So why is it important to be the 1st result in Google?
Google is the most used search engine (for now). They control about 70-80% of all internet searches. With new products on the horizon like the phones, netbooks, operating system, partnerships with the iPhone and etc, it’s projected to grow. If your future customers cannot find you on Google or any other search engine within the 1st few results, you DO NOT EXIST.
Being #1 on Google means that your the authority on that subject keyword. Why that may not be the reality, the #1 online authority says so. In my example for the subject Baybayin (a writing system in the Philippines that predates the Spanish arrival), I know I’m not the most knowledgeable on the subject. There are people out that that know more than I do but because of my web and real-word presence, I’m appearing as the #1 authority on the subject in the world. This has lead to an increase on translation consultations, art commissions, invitations to speak and media features.
Most people do not go beyond the 1st page – A study shows that about 93% of people do not go beyond the 1st result page. Eye trackingstudies show a big difference in heat between the 1st and 2nd result. If your the 8-10th result, making it to #1 would mean about a 1,400% increase in traffic.
In my translation and design service on PinoyTattoos.com, my customers order designs that are supposed to mean something. I would say the buyer anxiety is much higher compared to ordering a typical product. Getting a wrong or meaningless tattoo would be really bad. Some customers have expressed it’s taken them years to choose what to get inked. I myself took 10 years. I’m glad I waited, otherwise I might have been stuck with a barbwire armband or cartoon character.
To reduce (probably cannot kill it) buyer anxiety, I implemented a few simple things to my checkout page.
1) Paypal Verification seal
2) Contact info including a phone#
3) A Meebo Me widget that connects to all my IM accounts
I’ve had more than a few customers call me while they were on the checkout page needing assurance of the product or the checkout process.
For over a year, I pretty much had a monopoly for my translation and design services on PinoyTattoos.com. Recently, I’ve come across a young go-getter that I’m treating as a possible threat. While I was initially a bit annoyed due to the “talking shit” nature of the callout of my business, I also found it flattering. Finally, I have some external pressure to get my ass in gear. OK, it’s perceived pressure that I’m probably overstating it as “competition” but nonetheless, I’m using the situation to be innovative. If there was no competition, it would be good to shadowbox to keep in tip top shape. Here are some things I’m exploring to react:
1. Additional products
I’ve been thinking of expanding my product line for a few months now. The challenge has been how to keep the buying experience simple since with custom art, there can be loads of options.
2. Wider profit margins
I have/had the advantage of being the only one doing what I’m doing, so I’m able to keep my prices and not go down the price slash route that’s been so prevalent during these challenging times (yuck, sounded like a newscast). The problem with my products is that it takes time for me to draw. Sometimes I’m definitely in the red for a “fully engaged” client So what’s a good product that has high margin? Knowledge. Create it once and that’s it.
3. More personalization
Customers want to be put up on a pedestal. With tattoos, they have to be 100% confident in what I’m designing for them is the best and will not look like anything else. The essence of tattoos is uniqueness. Even though I’ve done “strength” dozens of times, it must be uniquely fashioned towards my client.
4. Show off
I need to do a better job promoting myself. That means asking my clients for more photos of art I’ve done for them as well as testimonials.
I signed up PinoyTattoos.com for GetSatisfaction a few days ago in an effort to cut down on redundant emails, create transparency with my customers, and cultivate an idea farm.
Get Satisfaction is a direct connection between people and companies that fosters problem-solving, promotes sharing, and builds up relationships. Thousands of companies use this neutral space to support customers, exchange ideas, and get feedback about their products and services. Get Satisfaction is open, transparent, and free. You’re free to ask, free to answer, and free to start a new conversation. Everyone is invited and encouraged to participate: companies, employees, customers — anyone with an opinion, an answer, or something to say.
The GetSatisfaction business model is pretty much taking your business reputation hostage. Not that it’s a bad thing, it’s pretty smart. Yammer and Yelp do something similar. These companies feed the most basic human need, communication with others. No business will be able to stop anyone from talking. They can only try to manage their own reputation. Basically, if a business wants manage their page on the service, they pay. Brilliant.
So far, so good in revamping my customer service process. I just have a few customer email entry points I need to clean up. There’s an order form, photo upload form, tattoo artist directory submission form, and 2 GetSatisfaction widgets. This doesn’t include Facebook, Twitter, Myspace, IM, and etc. Way too much. I have to consolidate all that.
I’m finally starting my fashion project after months of lagging. The goal is to create a portal where I can sell my clothing line. Simple as that. While I don’t have a lot of products, I can make the right ones. My competition has a budget and is able to manufacture many products while I’m primarily a one man team. My advantage is the web and the audience I’ve built on PinoyTattoos.com. More on the strategy later….
This weekend 8/9 & 8/10 is a pretty big day for my Baybayin project. I’ll have shirts, hats and prints for sale at the Pistahan Filipino Festival. Besides selling my goods, I’ll also be co-teaching the script at a workshop. While making my investment back is a goal, I’m more interested in the market feedback and networking.
I expect the shirts not to sell much because there are other shirt vendors out there that have flashy designs. I think my best shot would be the hats. The prints should do well because nobody other than my business partner is doing them.
I’m rushing to fixup BaybayinScript.com (online store for prints & translations) and the fashion site. I will probably only put up a splash for the fashion site as 1and1 messed up my domain registration – more on that later.
Had my 1st screw-up with my t-shirt business today. Since I sell them on 2 different sites (LakasProject.com & PinoyTattoos.com), I was also using 2 different shopping carts. Going forward, I will use E-Junkie.com as the credit card processor and inventory system of record. The shopping cart has been pretty much flawless since I started using it for my Baybayin transliteration service.
I emailed my customer advising him of my screw-up and offered him a discount when the new shirts come in at the end of the month. He was cool with it.
So what’s a good product that has high margin? Knowledge. Create it once and that’s it.
