Pay per click advertising and the fast rewards it promises are certainly enticing to business owners. Companies must consider their bottom lines and the amount of energy and resources they are able to invest in the search engine optimization processes. These investments can be daunting to say the least, leading many commercial entities to seek the quickest route to the coveted first page. Unfortunately, however, the process of buying a first page rank is never as beneficial as many companies think it is. Although you can get your name out there, you will probably not be getting the consumer response you expect.
Many Consumers Look Right Past Paid Listings Sponsored advertisers do not get the same response from web users as do sites that have earned their first page positions organically. Although the average web user does not understand all that the optimization process entails, most individuals are able to recognize the fact that sponsored companies have paid for their positions. Thus, these listings do not merit the same amount of trust or respect that an organic listing will. More importantly, many web users assume that these companies are attempting to sell them something flat out, rather than provide information of value. Even when a person is browsing the Internet with the intent to buy, an aggressive effort to push the sales process can come off as offensive. This is especially true when consumers are still in the very formative stages of the buying process and are only seeking additional information. Although sponsored advertisers might have the very information these consumers need, the assumption is that the gist of their experiences on these sites will be plagued with efforts to close deals, rather than attempts to provide the sought after information.
Establishing Yourself As Trustworthy
There is a general understanding that businesses must do something significant to wind up on the first page of search results. If people did not possess this inherent trust in first page listings, they would not always use the first page of results to conduct their research. Studies have shown, however, that fewer than 3% of web users travel beyond the first page of results when conducting a search. Search engine optimization is one of the easiest ways to start establishing your business as a trustworthy entity in your field. Not only will people recognize you as such automatically when they see you at the top of the first page, but they will also have the benefit of every effort that it took you to get there. An organic ranking typically requires companies to post a lot of search engine-optimized high-quality content in a variety of locations. Each of these posts will allow you to show people how knowledgeable you are about your field while providing your prospects with valuable and necessary information for moving closer to closing the sale.
Educating Your Buyers
Another way in which search engine optimization trumps pay per click marketing is that it takes the natural purchasing process into consideration. Pay per click marketing generally assumes that all consumers are ready to close the deal. People enter in their search terms and pay per click advertisers pop up with landing pages that are geared for the absolute final stages of buying. With an SEO ranking, however, you have the ability to optimize for terms that honour the process that people typically go through when debating whether or not to buy, determining how much to buy or which specifications they might need. You can even rank for terms that are specific to people who want to save the most money on the goods you have to offer. Pay per click advertisers can do this as well, however, the impression that these businesses generally make is that they are ready to turn a profit rather than help people get exactly what they need.
Protecting Your Commercial Image In A Proactive Fashion
The typical commercial response to negative publicity is entirely reactive. Most companies are surprised at how fast negative information can spread online, especially when they first encounter it. Just as customers can post positive reviews and shining testimonials, they can also pull businesses through the ringer by pointing out flawed products or service aspect that they are unhappy with. This is perhaps the best benefit of search engine optimization. In fact, it is one reason why good SEO is so necessary. Everything that you do to rank well with search engines can actually help you to fortify the healthy image of your business. Each blog post that you make, every effort to correspond to contacts and friends on social networking sites and every article that you write, shows your customers and prospective customers that you care about them and what they do. More importantly, many of these efforts give consumers an opportunity to share their fears and concerns in a constructive manner and in one that will allow you to issue a fair and appropriate response. When you are available and able to respond to consumers, they are far less likely to try to rend you with their virtual teeth.
A company that attempts to optimize through pay per click methods alone is generally not as available and personable as one that engages in intense search engine optimization campaigns. Without the ability to respond to blog posts, contact you via your social networking profile, get updates from email marketing newsletters or respond to your articles, consumers are more likely to issue angry, vindictive rants in places that can damage your reputation and which might not come to your attention immediately. Thus, choosing good old-fashioned SEO keeps you present, accessible and able to defend yourself and soothe your disgruntled customers whenever necessary.
Shortcuts Can Be Dangerous
It is also important to note that search engine optimization keeps companies on their toes. Businesses are constantly having to rework their SEO campaigns in order to remain accessible and relevant. Paid optimization entails a lot less work, but it has far fewer benefits. Companies that engage in this type of advertising and optimization process do not always maintain a comprehensive understanding of what their competitors are doing or what their prospects are doing. For instance, although certain terms might be landing pay per click advertisers top spots with major search engines, these businesses are missing out on all of the attention that "gamification" and other social and local marketing campaigns are bringing in. Thus, although you can pay to get a coveted spot on the first page for a highly valuable search term, it always pays to do the work yourself and to earn this spot organically.
MLM Insider Secrets Working Hours of an SEO Specialist
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