Re: Internet, telephone book ad pages and market share

From: Peter Faber <peterfaber_at_gmail.com>
Date: Thu 16 Dec 2004 18:14:09 -0600

What surprises me is that so little attention is given to a very
important form of internet marketing,.. namely: Search Engine
Optimization.

While PPC is very important and if the budget allows should not be
ignored, it should not and cannot be the only form of internet
marketing you use.

Of course,.. PPC shows direct results, and that is probably one of the
reasons it is so extremely popular. But at the same time, it´s a cost
factor that never goes away. In order to sell, you need to advertise.
If your PPC system has a problem, you don't sell. If (new) competitors
decide they can spend more than you, your sales drop. PPC shows direct
results, but also direct drops in sales the moment "something" is up
(or down).

Search Engine Optimization is of course an investment for the future,
it´s a slow process but the results can be great. Natural high
rankings in the search engines will always out perform PPC
advertising. Take for example http://www.knowledge-finder.com. It gets
over 250 visitors per day, pretty much 90% through search engine
rankings. (Google (which includes AOL and Netscape), Yahoo, MSN, etc.)

However, A new site won't reach high rankings the moment it is
launched. In competitive fields it can take up to a year before any
high rankings are achieved. In these cases PPC is an excellent income
generator. Take for example http://www.reservehotelonline.com. This
site is new, doesn't have any high rankings yet, but PPC generates
sales. Also this start-up time is the ideal time to test what types of
designs sell best. With PPC you can channel visitors straight to where
you want them to go and monitoring their behaviour is relatively easy,
especially with Google Adwords.

Using Search Engine Optimization is a great and much more stable way
to achieve sales that can be supported by PPC. New services, or very
short time campaigns that are determined by external factors (for
example the weather or certain news events) can be promoted through
PPC. Search engine optimization also helps to have more money
available for these short time campaigns, resulting in even more
sales!

_________________________________
Peter Faber
Internet Marketing Consultant
http://www.SEO-Works.com
http://www.Knowledge-Finder.com
http://www.TextLinkBrokers.com
_________________________________



Received on Thu Dec 16 2004 - 18:14:09 CST