Search Engine Advertising, Buying Your Way to the Top to Increase Sales
Thousand Oaks, CA (PRWEB) October 26, 2004
Many marketers are obsessed with optimizing their web sites for Âfree rankingsÂ in search engines. However, one search engine expert advises marketers to protect their businesses by not investing in an optimization-only strategy.
ÂThe search engine landscape has changed dramatically over the past few yearsÂ says Catherine Seda, author of "Search Engine Advertising, Buying Your Way to the Top to Increase Sales" (New Riders Publishing 2004). ÂToday, many search engines no longer provide free search results. Companies must pay to be listed there. If they donÂt pay up, theyÂre missing the opportunity to reach a lot of consumers.Â
Seda cites another problem with optimization is the constant battle against search engines and competitors for high rankings. Algorithm-based engines constantly change how they rank web pages. And competitors continuously modify their sites to achieve or maintain rankings. Many companies are now outsourcing optimization to search engine marketing firms, or training an in-house team.
ÂItÂs now expert against expert for Âtop tenÂ rankings, in a very tight playing space,Â says Seda. ÂOptimization is a vital part of a successful search engine marketing strategy, but a lot of companies are relying on it. ThatÂs like walking on a high wire without a net.Â
For companies that want instant traffic from search engines, Seda recommends pay-for-placement advertising. Even once solid rankings are achieved through site optimization, advertising is a complementary campaign.
ÂItÂs a balancing game for the champions of this sport,Â comments Seda. ÂWhen keywords are too pricy to bid on, marketers can lower or drop their bids while theyÂve scored free rankings. And for the keyword rankings they canÂt get through optimization, or if they need a traffic jolt, they can pay for placement.Â
Catherine Seda is president of Seda Communication (http://www.SedaCommunication.com), an Internet marketing and training company, and a popular conference speaker.
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