| You've just launched your new website (or | | | | different search terms and offers etc, and to |
| launched the redesign) and now you're sitting back | | | | measure the results.Paid: DisadvantagesClicks can |
| waiting for the orders to roll in. But wait a minute, | | | | be expensive. Bidding wars often erupt.You must |
| something's wrong... there don't seem to be any. | | | | keep paying for the clicks every month. If your |
| It's as if your site doesn't exist.Well, I hate to | | | | budget is ever cut, your listings will disappear, |
| burst your bubble, but unless you have either a | | | | along with your search engine traffic.Most people |
| well publicised site or many websites linking to | | | | (research indicates between 60 and 80 percent) |
| yours, you're going to have to rely on the search | | | | will click on the organic results rather than the |
| engines. And if your site doesn't rank in the first | | | | sponsored (paid) results.It requires a time |
| three result pages, it's more than likely you won't | | | | investment to monitor and adjust listings on a |
| be found at all.So... you know what's coming next; | | | | constant basis, or budget to outsource this |
| that's right, you need a good dose of search | | | | activity.Listings are subject to editorial acceptance. |
| engine marketing (SEM) to make sure your site | | | | With SEO, you can state whatever you like on |
| gets listed on the search engines' results pages. | | | | your website (which is where the search engines |
| Do this and the traffic to your website will soon | | | | pull your page title and description). But with PPC, |
| follow."Right", I hear you say. "Let's do some | | | | editors insist that all listings be factual and that |
| search engine marketing then..."Well that's certainly | | | | you not compare your company with others. This |
| a good start! But first you have to work out your | | | | means that even if you are the "largest" provider, |
| approach to maximise your returns. Let's call this | | | | you can't state that.Now you know a bit about |
| your search engine marketing strategy. In order | | | | the advantages and disadvantages of both |
| to create an effective strategy you need to | | | | organic and paid search engine marketing, you |
| understand a bit more about how search engine | | | | must decide how to approach your online |
| marketing works. Currently, we can | | | | marketing campaign.Organic marketing is probably |
| roughly-speaking separate search engine | | | | best if:You want to spend some time on search |
| marketing into two different approaches:Organic: | | | | engine marketing upfront and have it pay off in |
| including search engine optimisation, links from | | | | the future, on conceivably every search engine |
| other websites and offline marketing.Paid: including | | | | there is around the world.You have a budget to |
| pay per click, paid submission and online | | | | do some work now, and want to save money |
| advertising (banner ads).So to help you further, | | | | later on.Your site is fairly simple, without a lot of |
| I've listed below the advantages and | | | | complicated bells and whistles.You can afford to |
| disadvantages to each approach to SEM and | | | | wait a month or two for results.You don't want |
| outlined my recommendations.Organic: | | | | to have to manage or maintain anything on a |
| AdvantagesThe majority of the work behind | | | | daily, weekly or monthly basis.Paid advertising |
| search engine optimisation (SEO) is a one-off | | | | may be for you if:You want to get up-and-running |
| activity, and so is usually charged out at a set | | | | quickly.You have a promotion where you want to |
| upfront fee.The changes made to your website | | | | be able to turn a PPC campaign on and off.You |
| will probably still be relevant and driving traffic to | | | | want to be able to test search terms, products |
| your site a year from now.Credibility: most people | | | | or offers and quickly see results.Your site is |
| (research indicates between 60 and 80 percent) | | | | search engine-unfriendly and you don't want to |
| will click on the organic results rather than the | | | | invest in changing it.You're confident you'll have |
| sponsored (paid) results.If you rank well in one of | | | | the budget to spend for the long haul, and you |
| the major search engines (Google/Yahoo/MSN), | | | | have time to maintain positions on a regular |
| you will most likely show up in the majority of the | | | | basis.Of course many companies and businesses |
| search engines worldwide.Organic: | | | | tackle both organic and paid SEM at the same |
| DisadvantagesChanges must be made to your | | | | time, and this is what I would typically |
| website's code. Normally the changes are invisible | | | | recommend to maximally attract qualified traffic |
| to visitors. However, if you have invested heavily | | | | to a website.If you are currently designing your |
| in a search engine-unfriendly site, the process can | | | | site, or redesigning an existing one, make sure |
| be time-consuming and costly; and occasionally | | | | your developer knows how to create search |
| significant changes may need to be made to your | | | | engine optimised code or is working closely with a |
| site's copy, navigation or design. Of course | | | | SEO consultant. Getting it right from the beginning |
| ultimately, you'll see returns if you commit to the | | | | will save you time and money in the long run. And |
| neccessary changes.Results (rankings and traffic) | | | | it needn't cost a fortune either if you tackle this |
| start slowly. You will normally see results within | | | | upfrontIf you have an existing site you wish to |
| 3-4 months.There can be no guarantee. As the | | | | optimise, you may have a hard decision to make |
| search engines themselves have the final say, | | | | if your current site is not search engine friendly. If |
| you can't predict how many rankings you'll get for | | | | your site has been built using extensive use of |
| a particular search term or engine; nor can you | | | | frames or dynamic pages (your URL may look |
| predict how much traffic you'll get to your | | | | like: the cost to rectify these problems can be |
| site.Paid: AdvantagesPay per click (PPC) | | | | discouraging. If this is the case, now may be the |
| advertising programs are fast to implement. It | | | | time to seriously consider redesigning your site |
| usually takes two to three weeks to set up and | | | | earlier than you'd planned.Either way, the use of a |
| run. Google AdWords are up-and-running as soon | | | | small paid (pay per click) advertising campaign |
| as you start the campaign, and Overture listings | | | | before optimisation can be a great way to nail |
| are live within 3-5 business days (after an editor | | | | down those essential keywords to use throughout |
| reviews them).Nothing has to change on your | | | | your site's copy by recording which keywords |
| web site, although I would recommend you | | | | customers respond to the most in your |
| create targeted landing pages for each | | | | campaign.David Crowther is the director of |
| advertisement as they've been proven to | | | | NerveCentral, whose mission is simple: to |
| increase conversions (but that's another subject | | | | maximise its clients business and profit through |
| for another time!).There is no limit to the number | | | | the web. We have provided web solutions for |
| of terms or keyword phases you can bid on.PPC | | | | many organisations and small companies, including |
| is good if you intend to run promotions through | | | | well-known corporates such as Thomson Travel |
| your site, as you can turn the PPC campaign on | | | | Group, Q8, Edding, GlaxoSmithKline, Galderma, and |
| and off whenever you choose.You can dictate | | | | Hertz. Download our free report 5 (Often Missed) |
| where the listing appears on the result's page | | | | Usability Tips for your Website to Increase Profit |
| (within the sponsors' ads area) and determine | | | | now! |
| what the ad says.It's very easy to test all your | | | | |