Excluding computer illiterate business owners, a continuing increase of emphasis has been placed on the letters S–E–O. The average business owner may not understand the power of Search Engine Optimization in its entirety, but similar to any business investment; they are willing to invest in it if it brings a return on that investment.
Search Engine Optimization (if done by the right people) is the best return on investment as far as Internet marketing goes. SEO is the process of improving your website’s visibility by getting it to rank higher in search engine results for certain keyword phrases. Higher ranking in search engine results guarantees more traffic and likely more sales for your business. So like any business investment, spending money to make money is the name of the game.
SEO done by the right people can be the difference between seeing results and simply throwing money down the drain. Like any industry, there are shysters, phonies, and scam artists that need to be avoided. The right people will be very transparent in their explanation of all the necessary steps involved in getting your website to rank higher. At the same time, the right people will be realistic when it comes to telling your business the keywords they have the opportunity to rank for.
A Paid Search Campaign should be implemented by your web marketing company to fill in the gaps for search keywords that you don’t have the opportunity to rank for organically. What do I mean by keywords you don’t have the opportunity to rank for? Depending on your business, you may have unrealistic goals of showing up #1 for popular search terms.
Okay, so let’s say your local business sells vacuum cleaners. You feel as though your site deserves the right to show up when you google “Vacuum Cleaner.” Unless you are William Hoover, you are not going to see your company on the first page of Google and most likely not the next 20 pages of results either. Why is life so unfair you ask? It’s not. At least when it comes to Google’s organic search results. First page rankings are reserved for national brand and ecommerce websites and information sites like Wikipedia. Your local business website is more suited to show up when a geo-modified term is inserted.
A geo-modified term alters a given search by including a location keyword like a city or state. For instance, the search results you get when searching for “vacuum cleaner los angeles” and “vacuum cleaner ohio” will be dramatically different. If you live in Ohio, or even Cleveland to be more specific, your goal should be to show up organically on the first page for terms like “vacuum cleaner ohio” and “vacuum cleaner cleveland.”
The right SEO service should have your website showing up on the first page for these terms in no time. As far as keywords that you don’t show up for organically, paid search should supplement your inability to rank. It makes sense for most businesses to utilize paid search to cover the unbranded keywords and even competitor terms to drive more traffic and leads through their site.
So does your business need SEO or Paid Search? The quick answer is both. For a more in depth analysis and consultation for your business, please feel free to contact us.