Search marketing is also known as on-line marketing. It is primarily made up of what is referred to as Search Engine Optimization (organic), also known as SEO or Paid Search Advertising also known as Pay-Per-Click or PPC for short. Both of these programs are methods of directing traffic to your website as a result of someone performing a search on any of the search engines Each program has its own inherent advantages or disadvantages that need to be understood and evaluated properly to insure that the right program is implemented to meet your needs.
Search Engine Optimization (Organic SEO)
SEO, is a relatively labor intensive solution that requires access directly to your website code and content In order to do it effectively. It involves making sure that the content on each page is appropriate and relevant for that page, that the related key words or phrases are located on the page and that the code has the proper information that the search engines look for when indexing the website.
After the work to properly configure the website is completed, it can take anywhere up to 6 months in some cases for the results of the program to be seen on the searches. Each of the major search engines (Google, MSN, Yahoo) have somewhat different algorithms or means that they utilize in order to determine how and where a website will be ranked. Ideal positioning is on page 1 of the search results. About 85% of the clicks are done on the first page, the remainder of the pages decline from there. Any presence beyond page 2 for the most part is not conducive to promoting your business.
SEO Advantages
The advantage of Search Engine Optimization or SEO for short, is that once the program is completed and done correctly, your website listing should hopefully be placed on page 1 of the search results presented to the person doing the search. If nothing else changes, then there might never have to be another penny spent. The wording of the listing is greater than that of Paid search ads and is taken directly from the website. Because of the numerous factors utilized by each respective search engine, it is difficult to predict no less guarantee first page placement, depending upon the keyword and how competitive it is.
SEO Disadvantages
There are actually many disadvantages of search engine optimization programs. Some of the issues are:
Cost to implement a program, is at least partially paid up front without knowing exactly where and what page the website will be listed.
The search engines change their algorithms every so often, and the page ranking can change requiring that the optimization be redone to accommodate the changes and incurring additional costs.
Tracking statistics are minimal without implementing external programs to track where activity is coming from and from what words.
Geo-targeting (limiting the listing to a specific geography (especially for a local business) is more limiting.
Typically, fewer keyword phrases are used because of the cost and what goes into the optimization efforts.
Paid Search Advertising (PPC or Pay-Per-Click)
Paid search advertising is one of the fastest growing marketing mediums today, and continues to grow exponentially month by month. Some of the reasons why, are:
An ad campaign can be created and up and running within a matter of days rather than months for SEO.
Nothing has to be done to your website in order to implement a campaign. That's not to say that the quality of your website doesn't matter, because it absolutely does, but a well designed website with good content is all that is required.
PPC allows you to geographically target the area you want to advertise in. If you only sell locally, why advertise in another state and waste your money.
Geographic areas can be as small as a specific town, or as large as the whole US, even international. You pick the area you want to advertise in.
PPC advertising, is the only advertising that you only pay when an interested prospect sees your ad, clicks on it and is taken directly to your website! Not to another directory or listing service, but to your own website.
The PPC programs allow you to track statistics about your program, and your website providing you with the tools to evaluate how effective the program campaign is and measure the return on your investment.
Unlike other advertising media, PPC advertising is extremely effective because your ad is only shown to a captive audience of those people actively looking for your goods or services! It's like putting the entrance of your business directly in front of qualified prospects that need you.
What other advertising program does all that? Ready to learn more? Give us a call and we will be happy to discuss how one of our on-line marketing programs (SEO or PPC) can work for you.
