Prime Rib Advertising for Peanuts
There’s one big problem with being the Invisible Man. You don’t get asked to dance much. The same goes when your website can’t find its way to the top of the search engine rankings. Miss that coveted first page and you’d might as well do your advertising on a street corner with a hand-cranked organ and a monkey on a leash. If the thought of paying your assistant in peanuts doesn’t appeal to you, some serious Search Engine Optimization is in order.
SEO. We abbreviate it because no one really wants to bother typing or saying the whole thing, but what does it mean for you? Think about the last time you used Google, Bing, or Yahoo to look something up. When is the last time you actually extended past that first page of results? (I guess you see my point). Search engine optimization centers on revamping your site to improve its performance in keyword searches. After all, you want to be on the front page when users key in “Best Bridal Shop in Port Orange” or “Japanese Hibachi Restaurants in Daytona Beach.”
The algorithmic process that goes into improving your site’s search engine prospects is headache-worthy for most of us. Fortunately, there people out there who perform these services for a living. SEO experts like Watson Media of Daytona Beach can take your site and transform into one like that other pizza place down the road has. (You know, the one you hate so much because “Neatsa Pizza” is always the first place that pops up when you search for “pizza in Palm Coast.”)
So, how do Search Engine Optimizers you help get the big return on investment (ROI) you were hoping for when you set up your website? A number of things go into climbing to the top of the rankings. First of all, you should consult with your SEO provider so you are both on the same page when it comes to your wants, needs, goals, and expectations. After this, the optimizer’s work may include keyword research, search engine submissions, quality link creation, website redevelopment, copywriting, and more. Even after all that is said and done, great SEO service should include follow through and reporting on the results of optimization efforts.
But how big a difference does it really make? For one thing, search engines are the number one way people find new websites when shopping online. Users are three times more likely to find what they are looking for by doing a keyword search, than by browsing shopping “channels,” click-on ads and other online advertising. Once you top the rankings, there’s a good chance you’ll stay there for a long time. And… there’s always that little added bonus; top the rankings and the profits can be considerable.
Search engine marketing also equals big saving on advertising. The cost per lead is nearly half that of what you can expect to pay for email marketing campaigns. Advertising via buttons and banner ads will cost you about six times as much. Direct offline marketing… I cringe to even think of it. One of the best things about an SEO optimized website is that the benefits are ongoing. Even when you close up shop for the night, the little SEO elves are busy making sure that your site stays on top of the popularity pyramid.
No matter how you slice it, using search engines to build business is cheaper, more efficient, and much more effective. Opt out and you might as well cram your advertising dollars in a bag full of rocks and toss the whole thing in the Halifax River. SEO helps sites get noticed, and when that happens, the real magic begins. Trust me, its way better than paying out the nose for advertising and ending up with peanuts.