SEO & Search Engines
Search engines are more than informational portals; they are tools of transformation that make the commercial ecosystem more transparent, dynamic and above all ever more competitive. And competitive environments are good because they create opportunities as well as challenges. If you think outside the box then every challenge is an opportunity in disguise.
So what challenges do businesses face today? You can find a plausible answer by simply comparing a latest copy of Thomson Local with one that is a couple of years old. The thing that would be strikingly obvious is the fact that the latest copy of Thomson Local is a lot thinner than the older ones, nearly by a third!
So why are businesses opting out of traditional paper based directories? That is a fundamental question you have to ask yourself specifically if you are running a small local business.
Now going back to the Thomson Local scenario, it is very clear that many small businesses are parting away from outbound marketing. Almost all types of outbound marketing require large marketing budgets, access to right resources and benchmarks to forecast return on investment. And the reason your current Thomson Local copy is almost 3 times thinner is because the vast majority of businesses have adopted online marketing.
John Wanamaker, the father of modern advertising said:
I know I waste half the money I spend on advertising, the problem is, I don’t know which half.
Well, the beauty of inbound marketing is that it is affordable, effective and above all measurable.
We have all used a search engine at one point or another, some of you might even have come across this blog post through a search engine. We all know that search engines are used for a variety of purposes these days; however, two decades ago most businesses could not have imagined the important role that search engines would play in today’s commercial world and it is unfortunate that even in 2010 some business owners and management teams cannot see the obvious. Today search engines are trusted guides capable of altering sentiments and most importantly capable of influencing consumer decisions.
In 2007, Microsoft’s internal research found that 86% of consumers start their search at a major search engine when shopping. Search engine marketing has played a vital role in the success of countless local businesses particularly in the past couple of years. Google’s focus on local search indicates how important local online visibility has become.
Given the fact that 85% of searchers click on organic results, SEO must no longer be an optional marketing add-on; it has to be a key part of your overall marketing strategy.
In the next few weeks we are going to explain the fundamentals of SEO, most of it will be things that you can do on your own to make your website more visible and your business more profitable.
Next in this series is “keyword research for internet marketing”.