Search Engine Marketing
Search Engine Marketing (SEM) is the preferred method of driving sales or qualified leads for most online businesses. The reason for this is consumers use paid advertising, to take them directly to what they want to buy, or find a professional for a service, the consumer may need. Many webmasters have been led to believe Search Engine Optimization (SEO) is the best method to advertise their web based business, but this is actually a fallacy that hampers most businesses online to find the success they need.
While SEO is a component of search engine marketing, it is focused more on driving volume visitors to a website. Volume visitors with no reveneue earnings equals increased expense from hosting. Typically SEO works best for earning with publishing advertisements on a website or as an affiliate of the many online business that offer a percentage sales commission.
The reason SEO does not work so well for retailers and professional businesses is that the person using the free results section of Google is typically looking for free information. As a retailer or professional service business, this does not help you much. Where most businesses find true success is with Paid Search Engine Marketing.
Within SEM is Paid Search Engine Marketing which consists of different methods of Advertising a business onlne. One method is Pay Per Click advertising, this is where you run ads on Search Engines, Websites, or Blogs relevant to your business to drive qualified visitors to your offer. Paid Marketing will send someone to your business who is ready to purchase, and is actively looking for best features and benefits.
Most shoppers today know using the Paid Ads while shopping, you will never land on a blog, forum, review site, etc. Paid Ads take shoppers directly to a site selling the product they want or offering the services they need such as a lawyer, account, dentist, lock smith, doctor, or real estate agent!
With Paid Search you can instantly change ads to be more effective, pay for keyword bid that drive sales or qualified leads immediately as well. You can easily test your sites pages for how effective it is in helping your visitors meet your business goals and objectives. With SEO none of this is really possible. Not effectively anyway. You cannot change your listing in the free results without risking losing your rankings.
Another error many businesses online make is focusing on SEO not knowing which keywords drive sales and building their business on the back of a third party business, typically Google’s organic (free) results listings. Problem there is when Google does not like what is happening to their business, they can make a change to their search algorithm that can devastate your business in an instant. You can go from 1,000s of sales per day to none, or so few you begin to layoff your new staff…..
Before you chase pretty SEO rankings and volume traffic that drives less than 1% conversion to sale or lead, contact me for how to build your business on a solid foundation for the future, and yes I still do SEO but only when it makes sense for my clients.