Search engine Optimisation, will it work for me
Search engine Optimisation, will it work for me
As it turned out the cheapest option was a US based on-line golf store. He was able to buy the club and arrange for it to be sent by Fed ex to the UK, he estimated that having taking into account shipping costs he saved himself over 55% on the cheapest shop price he could find. Now whilst this particular story may not spell the end of all the UK, s golf stores it is a very good example of how people use the web to save both time & more importantly money.
So how do you make sure that your website appears at the top of the search engines when people are looking for your services/products? Most of the leading search engines offer 2 distinct ways of achieving this, natural (sometimes referred to as organic) & Paid for (sometimes referred to as pay-per-click). Organic listings always appear in the main search results and with most engines appear in the middle of the page, and are selected & ranked by the search engine using a combination varied algorithms, analysis of your website & links to other websites. Paid for listings is exactly what they say and tend to appear wrapped around the organic search listings either to the side or sometimes on top. These listings are written by you & will only appear against specific words that you have paid to have listed.
The benefit of paid for listings is that you only ever pay if someone actually visits your site, money is then deducted from an account that you have already deposited money into. Whilst this is a great business model and has brought unprecedented success for the likes of Google it does have its drawbacks. Firstly you may have to bid quite a high price to be at the top of your paid links if you’re in an industry where your competitors also use paid listings. We know this ourselves, after finding out that it would cost us over £5.00 for the phrase “London SEO Company”. The other and possibly more worrying aspect of pay-per-click advertising is the fact that the equivalent organic listing will get us to as much as 80% more visits than it’s paid for counterpart, a fact that the search engines tend not to push. The main reason for this tends to be that the public have become aware that paid for listing are exactly what they say they are, listings that have been paid for and more often than not are not the best source of or match for there search criteria, the other reason is the high number of smaller search engines that use pay-per-click as a way of driving traffic from the likes of Google & MSN to there own search engine site.
So which is right for your company, organic or pay-per-click? Well the answer may actually be a combination of both, after all whichever method you choose the secret of a successful listing is to be as high up as possible, you also need to ensure that your website contains content that is relevant to the search criteria entered.
Search engine Optimisation will it work for me - To learn more about this author, visit Sefton Oliff's Website.
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We know that over 60% of all internet users gather information about the product/service they are looking for before they purchase (source: GFK NOP DEC 05), I know this to be only to true myself as a friend of mine gave me an example of exactly how this can work. He was looking for what he referred to as a “rescue club” presumably to help him rescue his golf game. His first step was to go into a well known golf stockist and try out all the different clubs available, once he had found the club that was right for him he left the store without making a purchase and began scouring the internet for his chosen club at the best price. Read more
As it turned out the cheapest option was a US based on-line golf store. He was able to buy the club and arrange for it to be sent by Fed ex to the UK, he estimated that having taking into account shipping costs he saved himself over 55% on the cheapest shop price he could find. Now whilst this particular story may not spell the end of all the UK, s golf stores it is a very good example of how people use the web to save both time & more importantly money.
So how do you make sure that your website appears at the top of the search engines when people are looking for your services/products? Most of the leading search engines offer 2 distinct ways of achieving this, natural (sometimes referred to as organic) & Paid for (sometimes referred to as pay-per-click). Organic listings always appear in the main search results and with most engines appear in the middle of the page, and are selected & ranked by the search engine using a combination varied algorithms, analysis of your website & links to other websites. Paid for listings is exactly what they say and tend to appear wrapped around the organic search listings either to the side or sometimes on top. These listings are written by you & will only appear against specific words that you have paid to have listed.
The benefit of paid for listings is that you only ever pay if someone actually visits your site, money is then deducted from an account that you have already deposited money into. Whilst this is a great business model and has brought unprecedented success for the likes of Google it does have its drawbacks. Firstly you may have to bid quite a high price to be at the top of your paid links if you’re in an industry where your competitors also use paid listings. We know this ourselves, after finding out that it would cost us over £5.00 for the phrase “London SEO Company”. The other and possibly more worrying aspect of pay-per-click advertising is the fact that the equivalent organic listing will get us to as much as 80% more visits than it’s paid for counterpart, a fact that the search engines tend not to push. The main reason for this tends to be that the public have become aware that paid for listing are exactly what they say they are, listings that have been paid for and more often than not are not the best source of or match for there search criteria, the other reason is the high number of smaller search engines that use pay-per-click as a way of driving traffic from the likes of Google & MSN to there own search engine site.
So which is right for your company, organic or pay-per-click? Well the answer may actually be a combination of both, after all whichever method you choose the secret of a successful listing is to be as high up as possible, you also need to ensure that your website contains content that is relevant to the search criteria entered.
Search engine Optimisation will it work for me - To learn more about this author, visit Sefton Oliff's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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