Of all the search engines we all use, Google is the 'daddy'.
In the UK, we use Google for over 87% of the searching we do. This leaves Yahoo, Microsoft and Ask with just 3% - 4% each.
And whether it's Google or one of its competitors, search engines are the starting point for 30% - 40% of website visits, for example, 35% of visits to shopping websites come from search engines and 32% of visits to business and finance websites come from, you've guessed it, search engines*.
So what?
This means that if you are going to have any chance of generating any enquiries to your business via your website it is vital that it is found by search engines. Both Pay per Click advertising and Search Engine Optimisation activity can work to achieve this goal, but what's the difference and what do you need to do?
Pay per Click advertising is an instant way of getting your website on the first page of the results generated by a search engine - assuming that you're willing to pay enough to get on the first page that is. The easiest way to start is to set up a
Google Adwords account and follow the instructions.
- You select a list of words you think people will use when looking for a website like yours.
- You write a three line advert to attract people to your website.
- You insert a maximum amount you are willing to pay each time someone 'clicks' on your advert.
- And away you go.
To ensure the increase in visitors to your website are quality as well as quantity you need to manage your campaign to ensure you are using the right keywords and paying the right amount for them at the right time. As the principle is that you are paying per click, it is often the case that the amount you spend on pay per click advertising increases over time.
Search Engine Optimisation activity is a long term plan to get your website listed in what is known as the natural search area of the search engine. Doing this requires:
- Selecting the right keyword phrases.
- Writing the copy for your website to incorporate these phrases.
- Writing the Tags (especially the titles and descriptions, they are part of the website code) of your website to incorporate these phrases.
- Building relevant links from other websites to yours.
How your website was originally built will determine how much search engine optimisation work you can do yourself. Search Engine Optimisation takes time, either your own or buying the expertise of someone else, but one of the benefits is that the amount you spend money and/or time should decrease over time as your natural search engine position is established.
We often recommend an initial programme of both pay per click advertising and search engine optimisation activity. The benefits of this are:
The pay per click activity allows you to identify the keyword phrases visitors are actually using to find your website.
- The pay per click activity gives you instant traffic to your website.
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- Internet users generally trust natural search results over paid ones.
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- A long-term strategy to generate quality website visitors cost effectively is achieved.
Tip: Keyword research is the fundamental step towards success with both pay per click and search engine optimisation. To help you get into the mind of your target audience, a recent enhancement by Google means it is now possible for us to find out how many people are actually searching for any particular phrase. If you are managing your own pay per click activity or trying to improve your search engine ranking and you haven't used Google's FREE keyword tool you are seriously missing out.
*Hitwise press release, July 2008.
Body Armour For Businesses:
Despite such offers, email marketing is a cost effective way to generate increased sales. Recent reports from the Direct Marketing Association claim that 33% of us view email messages positively, that 19% of us read them and that less than 1% opt out. In addition 3.75% of us become new customers as a result of receiving an email and a further 2.8% are tempted into a repeat purchase.
