How to get found on search engines

A good place to start with when evaluating search engine marketing (Yes, it’s SEM) is Google. Why? Because it owns 65% of the Internet audience, and 85% of all Internet users search the web before they buy something.

Sitting at the SEO pole position and nicely placed in PPC, Hilton is getting millions of dollars in business from the Google search engine.

Google offers two basic ways to get your site noticed: organic search results and paid listings. For example when you search Google for “waikiki hotels” you get a listing of sites that Google’s secret algorythm has deemed the most relevant suggestions. You also get, on the right column of the search engine results page (SERP), and also at the top and bottom,  a list of paid advertisers in the order of their willingness to bid highest for your click. The organic process can be influenced by a host of website tweaks collectively called search engine optimization (SEO); while bidding your way up the paid listing side is called pay-per-click (PPC).

The relative values of the organic lising vs the paid listing are pretty much established as about 5 to 1. In other words the ideal spot to find yourself is the number one listing on the organic search. Over 75% of people conducting a search will click on the number one organic listing. Most people trust the Google search process’s validity, and consequently discount the paid listings accordingly. That doesn’t make PPC a bad investment, but it certainly puts an emphasis on working your way up the natural listing. Being number one is ideal, being in the top five (top-of-the-fold) excellent, first page very good, and so it goes.

How the search engine pie was carved up in 2010

Getting a top organic listing requires substantial commitment and professional techniques and won’t happen overnight. Experts like ThinkBigSites.com in New York are worth the money, if you want big league results. Paid listings, while less efficient in terms of cost per click, can happen fast. You spend the money and you get immediate traffic. A combination of the two works well together especially at the beginning of a concerted SEM effort, where the paid listing can work while the SEO effort builds. Both are ongoing commitments that must be maintained, evaluated and adjusted over time…they’re not one-time efforts.

It goes without saying that building web traffic is only worth paying for if your site produces convertions, leads or sales that translate to new business. If your site is broken, or business operations faulty, adding more visitors will simply make the problem worse, waste your money and even damage your brand. R Strategic can help you evaluate your overall Internet marketing program and help identify weak links.

There is no question, however, that getting your site found can make the difference between a successful online business strategy or banishment to Internet limbo.

Advertisements

6 Comments

Filed under Internet Marketing

6 responses to “How to get found on search engines

  1. Hey, you used to write fantastic posts, but the last few posts have been kinda boring… I miss your great articles. Past few posts are just a little out of track!

  2. I don’t disagree with this post!

  3. whoah this blog is fantastic i love reading your articles.
    Stay up the good work! You already know, lots of individuals are looking around for
    this info, you could aid them greatly.

  4. Hello friends, how is all, and what you wish for to say on the
    topic of this piece of writing, in my view its genuinely remarkable for me.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s