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