If you have invested the time, money and effort into developing a website for your business, to generate enquiry, you need to get people to see it. Unfortunately the old adage ‘if you build it, they will come’ doesn’t exist in cyberspace. What is required is cost efficient tactics that work hard to drive visitors, sometimes referred to as traffic, to your site. Only then do the sales, enquiries and dollars start rolling in.

Search Engine Marketing is one of the golden goose eggs when it comes to getting visitors to your website. Visitors that find you by searching for you through the search engines are so valuable because they are either ready to buy right now or in a serious research phase.

There are two types of Search Engine Marketing:
1. Search Engine Optimisation (SEO) and 
2. Pay Per Click Advertising. (PPC)

Most business should use both to drive traffic to their website, but there are times when SEO may work better than PPC and vice versa.

When you optimize your website for search engines like Google, the aim is to get your website listed on the first results page and ideally right at the top of the page in what we call the natural or organic listings. Google uses algorithms (or spiders) to crawl over every website and decide in which order it should rank. Google’s customers are “us”, the searchers, so to satisfy their customers, Google needs to return the best and most relevant sites for a particular keyword. For example if you put in Wood Shutters in Dallas you don’t want to presented with a website that sells curtains in Dallas. 

A good search engine optimizer will have a good idea, through research and trial and error, of the criteria Google judges your site on. However, so these criteria aren’t cheated into in significance, Google keeps them a well guarded secret and Google constantly changes them.

A good optimizer not only has to make your site palatable to the spiders to get ranked, but they will need to work on your site monthly so it stays palatable when criteria changes are made. Not to mention, the fact that they may also have to ward of competing sites and their optimizers who are trying to jump frog you to the top.

SEO Plus - 70% to 90% of visitors will click on these listings, and majority will be buyers. These are highly motivated, well qualified leads.

Negative - It can take 3-7 months for your optimizer to achieve a first page listing.

Warning - This industry is wrought with charlatans. No one can guarantee that your business will be on the first page of Google (except of course for your business name, which means that the visitor will have to have already known about you....which defeats the purpose of finding new people)



Contact Outlook Marketing if you would like to enquire about our SEO services.     {tag_unsubscribe}