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Q: What is Search Engine Marketing?
A: There are 2 options when marketing your site
on a Search Engine.
Option 1: Search Engine Optimisation (SEO)
Every major Search Engine serves results of web sites
that are not paying them any money for the exposure.
In effect, this is 'free' advertising. Search engines
determine these results based on their own unique algorithms.
These algorithms are vastly complex, analysing your
site as well as the sites that are linked to your site.
By understanding how this algorithm works, it is possible
to then massage your site to appear in the top results
for searches that are relative to your business. Gaining
a good understanding is very difficult to do yourself.
It is essential to be able to analyse a large group
of web sites, which can then be used to test various
theories about the search algorithms being used. With
this requirement, you do need to seek out a professional
consultant. This is where the advertising loses it's
'free' status. Due to the nature of this work, it is
very easy for services to deceive clients at the point
of sale. This is why it is essential to only use services
that have a good track record and solid testimonials
to back up their work.
Option 2: Pay Per Click (PPC) Advertising
Every major Search Engine also allow you to pay for
immediate exposure. This involves setting up an account
directly with a Search Engine. Ads are created that
will display in their sponsored link section. With each
Ad, you will specify a maximum bid you are willing to
pay for the list of keyword targets that is attached
to the Ad. Needless to say, not managed properly, this
advertising can blow out to be an incredibly expensive
exercise. Too many people use the how-to guides provided
by the Search Engine they are advertising with. It rarely
occurs to people that these guides are created from
a bias which supports a profitable outcome for the Search
Engine. Again, hiring a professional consultant in this
field will be well worth while. In a very short period
of time you will be able to measure the effectiveness
of the advertising for your business.
Q: Why should I invest in Search Engine Marketing?
A:
- More people find web sites via Search Engines than
any other method.
- Search engines produce highly targeted traffic,
leading to higher conversion ratios.
- Search engines promote your site 24 hours a day,
365 days a year.
- Search Engine Marketing is a rapidly growing industry.
If your not focused in this area - your competitors
probably are. Not investing in this form of marking
will give your competitors the edge over your company
in competing for new business.
Q: How long does Search Engine Optimisation
take?
A: The time depends on how well established
your site already is and how competitive your market
is. If you have a well established network of links,
results can be achieved within 1-2 months. If you are
a new site, it is good to allow 12 months for productive
results to come through.
Q: Is PPC Advertising effective for all businesses?
A: No. However it is very easy to monitor the
effectiveness of this advertising. With this in mind,
almost every business should give this advertising a
trial to see what can be achieved. At 1st Place Design,
we allow our clients to assess results after the 1st
month so that they can decide whether to continue or
try something else.
Q: What is the most important Search Engine?
A: Google. This search engine is very clearly
the global leader. In Australia, Google dominates the
search market by supplying around 85% of all searches
performed.
Q: What happens when a Search Engine changes
their algorithm?
A: SEO companies who are using safe SEO techniques
should not be affected by changes made on search engines.
The changes only affect those individuals who are employing
suspect techniques in order to achieve faster results.
It is imperative to take the 'slow and steady' road
when dealing with search engines. If your business becomes
dependent on search engine referrals, the last thing
you need is to suddenly lose all of your results. Due
to the vast volumes of business a search engine can
generate, lose of results can lead to a complete collapse
of your business.
Q: How do I choose a Search Engine Marketing
company for my business?
A: With so many unethical companies populating
this industry, it is vital to invest time in choosing
a company to suit your business. It is very important
to select a company with a proven track record that
is backed up with solid testimonials from their clients.
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