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locating the "unfound customer"

You may have recently had your company website developed or renovated, spending thousands of dollars for proper presentation, special content and perhaps some cool interactive features. Keeping your website updated and attractive is necessary in today’s competitive online business community, but have you taken steps to market your site to “unfound” customers?

Among the many reasons for having a website should be the objective of making sure that potential customers can find your site when searching for the types of services or products your company offers. Having this objective is easy and admirable, but most companies do not really understand what it takes to achieve this objective.

Innovations from the major search engines like Google and Yahoo! have made Online Search one of the most used functions on the Internet today — second only to email. With hundreds of millions of pages available to every user on the Internet today, these search engines help users wade through the myriad of information available. Only those companies with effective Search Engine Marketing campaigns rise to the top of the search results. Search engines also represent a huge target advertising market for your business— and if done properly can significantly increase sales leads and produce a fairly short term positive ROI for your website.

While you have many choices where to spend your marketing dollars such as yellow pages, newspapers, business directories and print advertising, there has never been a more cost effective and immediate media to create interest in your products or services than with online Search Engine Marketing. SEM combines the technique of “optimizing” your website pages so they are compatible with search engine requirements, and Pay-per-Click advertising campaign management to bring maximum visibility, increased sales leads and a higher ROI on your website investment.

What most businesses do not realize is that SEM is a strategic process that blends the management of your website’s content such as text, images, headlines and links — with Pay-Per-Click Search Engine advertising management. The results provide a cohesive “information set” to search engines so that your website has higher rankings when customers search for information that is relevant to your products or services. It’s not magic — it’s a combination of creative and scientific techniques that adhere to the known rules of search engine promotion.

Is Search Engine Marketing Right for

Your Business?
Some businesses don’t really need to be “found” on the popular search engines. Those who cater to only their local community may find little value in having a budget for worldwide marketing on search engines. They are better off enrolling in local directories and Chamber of Commerce listings. If your business has the potential to market its products or services outside of its local community — such as a print shop with a unique product that can be shipped globally, or a consultant who wants to expand his/her client base — then consider SEM. Nonprofits and service organizations can benefit from SEM if they are looking to extend their reach for donations or membership. With an audience of multi-millions just around the corner, many for-profit and nonprofits have found great benefit and fast ROI with an effective Search Engine Marketing program.

Getting Better Search Engine

Placement or Positioning:

It can take up to 6 months to get a major search engine like Google to include your site in its index and assign permanent rankings. Then, if the assigned ranking is not high enough, it can take months more to significantly improve that ranking. Here are a few guidelines on getting started:

Good keyword research, those words that are most relevant to your business, is a MUST in getting better search engine placement or positioning that will translate into increased quality traffic to your website.

Use quality website content and accepted search engine optimization methods to achieve better search engine placement or positioning. Using trickery and trying to fool or outsmart the search engines may get your banned from the search engines altogether.

Actively Manage Your Reciprocal Links to achieve what the search engines are looking for in QUALITY RELATED linking content. Because of your unique knowledge of your business, you can and must participate in this process to ensure maximum potential for rankings.

Unfortunately, nobody has a magic formula to consistently get and keep the top ranking with the search engines. The search engine environment is in constant flux — what works well at one site this month, may not work well the next. It takes time and tenacity to get and maintain good rankings. Remember that a successful SEM campaign is produced through a blending of creativity, science and experience. A knowledgeable search engine expert will guide you through the maze of choices available to get your website visible to those potential customers who are searching for your products or services every day, hour and minute on the World Wide Web.

Bob Malecki's picture
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Member Since: 3-31-2009
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