Discover the Advantages and Disadvantages of Search Engine Optimisation (SEO) vs Pay Per Click

You've just launched your new website (or launched the redesign) and now you're sitting back waiting for the orders to roll in. But wait a minute, something's wrong... there don't seem to be any. It's as if your site doesn't exist.

Well, I hate to burst your bubble, but unless you have either a well publicised site or many websites linking to yours, you're going to have to rely on the search engines. And if your site doesn't rank in the first three result pages, it's more than likely you won't be found at all.

So... you know what's coming next; that's right, you need a good dose of search engine marketing (SEM) to make sure your site gets listed on the search engines' results pages. Do this and the traffic to your website will soon follow.

Discover the Advantages and Disadvantages of Search Engine Optimisation (SEO) vs Pay Per Click

"Right", I hear you say. "Let's do some search engine marketing then..."

Well that's certainly a good start! But first you have to work out your approach to maximise your returns. Let's call this your search engine marketing strategy. In order to create an effective strategy you need to understand a bit more about how search engine marketing works. Currently, we can roughly-speaking separate search engine marketing into two different approaches:

Organic: including search engine optimisation, links from other websites and offline marketing. Paid: including pay per click, paid submission and online advertising (banner ads).

So to help you further, I've listed below the advantages and disadvantages to each approach to SEM and outlined my recommendations.

Organic: Advantages

The majority of the work behind search engine optimisation (SEO) is a one-off activity, and so is usually charged out at a set upfront fee. The changes made to your website will probably still be relevant and driving traffic to your site a year from now. Credibility: most people (research indicates between 60 and 80 percent) will click on the organic results rather than the sponsored (paid) results. If you rank well in one of the major search engines (Google/Yahoo/MSN), you will most likely show up in the majority of the search engines worldwide.
Organic: Disadvantages

Changes must be made to your website's code. Normally the changes are invisible to visitors. However, if you have invested heavily in a search engine-unfriendly site, the process can be time-consuming and costly; and occasionally significant changes may need to be made to your site's copy, navigation or design. Of course ultimately, you'll see returns if you commit to the necessary changes. Results (rankings and traffic) start slowly. You will normally see results within 3-4 months. There can be no guarantee. As the search engines themselves have the final say, you can't predict how many rankings you'll get for a particular search term or engine; nor can you predict how much traffic you'll get to your site.
Paid: Advantages

Pay per click (PPC) advertising programs are fast to implement. It usually takes two to three weeks to set up and run. Google AdWords are up-and-running as soon as you start the campaign, and Overture listings are live within 3-5 business days (after an editor reviews them). Nothing has to change on your web site, although I would recommend you create targeted landing pages for each advertisement as they've been proven to increase conversions (but that's another subject for another time!). There is no limit to the number of terms or keyword phases you can bid on. PPC is good if you intend to run promotions through your site, as you can turn the PPC campaign on and off whenever you choose. You can dictate where the listing appears on the result's page (within the sponsors' ads area) and determine what the ad says. It's very easy to test all your different search terms and offers etc, and to measure the results.
Paid: Disadvantages

Clicks can be expensive. Bidding wars often erupt. You must keep paying for the clicks every month. If your budget is ever cut, your listings will disappear, along with your search engine traffic. Most people (research indicates between 60 and 80 percent) will click on the organic results rather than the sponsored (paid) results. It requires a time investment to monitor and adjust listings on a constant basis, or budget to outsource this activity. Listings are subject to editorial acceptance. With SEO, you can state whatever you like on your website (which is where the search engines pull your page title and description). But with PPC, editors insist that all listings be factual and that you not compare your company with others. This means that even if you are the "largest" provider, you can't state that.

Now you know a bit about the advantages and disadvantages of both organic and paid search engine marketing, you must decide how to approach your online marketing campaign.

Organic marketing is probably best if:

You want to spend some time on search engine marketing upfront and have it pay off in the future, on conceivably every search engine there is around the world. You have a budget to do some work now, and want to save money later on. Your site is fairly simple, without a lot of complicated bells and whistles. You can afford to wait a month or two for results. You don't want to have to manage or maintain anything on a daily, weekly or monthly basis.
Paid advertising may be for you if:

You want to get up-and-running quickly. You have a promotion where you want to be able to turn a PPC campaign on and off. You want to be able to test search terms, products or offers and quickly see results. Your site is search engine-unfriendly and you don't want to invest in changing it. You're confident you'll have the budget to spend for the long haul, and you have time to maintain positions on a regular basis.

Of course many companies and businesses tackle both organic and paid SEM at the same time, and this is what I would typically recommend to maximally attract qualified traffic to a website.

If you are currently designing your site, or redesigning an existing one, make sure your developer knows how to create search engine optimised code or is working closely with a SEO consultant. Getting it right from the beginning will save you time and money in the long run. And it needn't cost a fortune either if you tackle this upfront

If you have an existing site you wish to optimise, you may have a hard decision to make if your current site is not search engine friendly. If your site has been built using extensive use of frames or dynamic pages (your URL may look like: http://www.yoursite.com/page.asp?id=8), the cost to rectify these problems can be discouraging. If this is the case, now may be the time to seriously consider redesigning your site earlier than you'd planned.

Either way, the use of a small paid (pay per click) advertising campaign before optimisation can be a great way to nail down those essential keywords to use throughout your site's copy by recording which keywords customers respond to the most in your campaign.

Discover the Advantages and Disadvantages of Search Engine Optimisation (SEO) vs Pay Per Click
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David Crowther is the director of NerveCentral, whose mission is simple: to maximise its clients business and profit through the web. We have provided web solutions for many organisations and small companies, including well-known corporates such as Thomson Travel Group, Q8, Edding, GlaxoSmithKline, Galderma, and Hertz. Download our free report 5 (Often Missed) Usability Tips for your Website to Increase Profit now!

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Marketing Research & Elements of Marketing Research

Marketing research "The systematic gathering, recording and analyzing data about problems relating to the marketing of goods and services".

Market research on the other hand, is only a part of marketing research that covers a few of aspects of marketing. It is only the sub function of marketing research 'some companies use "market research" for describing research into markets the size geographical distribution incomes, and so on. However it fails to cover the idea of research into the effects of marketing efforts on markets, for which the term marketing research is the accurate. Elements of marketing research.

1. Market Research. It covers the aspects regarding size and nature of the market including export markets dividing the consumers in terms, of their age, sex, income (market segmentation), economic aspects of marketing etc.

Marketing Research & Elements of Marketing Research

2. Sales Research. This relates to the problem regional variations in sales fixing sales territories, measurement of the effectiveness of salesman, evaluation of sales methods and incentives, etc.

3. Product Research. This relates to the analysis of strengths and or weakness of existing product testing problems relating to diversification, simplification, trading up and trading down (all product line decisions), etc.

4. Packaging Research. In essence, it is a part of product research. But the recent development in packaging and its contribution in the advertising made it to occupy an independent position. This necessitates a separate study concerning the aspects of package to know its impact and response in the market.

5. Advertising Research. It undertakes a study relating to the preparation of advertisement copy (copy research), media to be used (media research) and measurement of advertising effectiveness.

6. Business Economic Research. Problems relating to input output analysis, forecasting, price and profit analysis, and preparation of break -even charts are the main fields of the research.

7. Export Marketing Research. This research is intended to study the export potentials of the product. In such cases any or all kinds of research mentioned above become necessary.

Marketing Research & Elements of Marketing Research
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Elements of the Marketing Research

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Internet Marketing Objectives

Internet marketing means different things. Internet marketing is comprised of having a website or posting banner advertisements on other related websites. On the other hand, there are loads of firms profiting in one snap online and those who try to sell some type of Internet marketing plan.

Presently, internet marketing is transforming into a wider mix of elements a firm can utilize as a means of raising sales, even of their business is done solely online, partly online or offline. The choice of employing Internet marketing as part of a firm's marketing strategy is purely up to the company, however, as a policy, Internet marketing is developing as a progressively part of every firm's marketing mix. For some Internet businesses, it is the only type of marketing being exercised.

What are the objectives of Internet marketing? Basically, Internet marketing is employing Internet to do one or more of the following goals:

Internet Marketing Objectives

· Communicating a firm's message- about its profile, its services, and its products.
· Performing a research- identifying the nature of the market such as the demographics, preferences and needs of the present and the future clients.
· Advertise products, services or even advertisement space over the Internet.

The above objectives can be materialized through online promotion that includes press release, posting an attractive story about the company, its people, its website or its products and services with online wire services, blogs or forums, which can be a medium for placing comments, opinions or notices about their company. This activity is called blog marketing that can be done in blogs or by hosting a blog website or through placing comments and the URL of other related blog websites about the products and services.

How can internet marketing make a home business work? All the elements of Internet marketing, the future clients and consumers is the target of the website. As a matter of fact, not having a website could raise the doubt of the future clients to a company. The use of Internet is very persistent today, many future clients might easily select to do business transactions with a firm that they get updated information anytime of the day. All kinds of businesses even the local shoe store and restaurant can easily capture local and international clients from having their website. These firms whose clients are not limited to a geographical location are possible to have a hard time in looking for an alternative method of motivating consumers that provides the most reasonable low investment and global web presence.

The practical feature of most home businesses and websites can definitely offer advantages to a home business owner. Generally speaking, home businesses does not have a physical area, websites provide a cheap means for future clients to get to know what a firm do or what products and services that a firm can offer. Websites can also provide "storefront" for marketing products and service directly to their clients. The Internet has a great influence to the success of the home businesses by giving them the opportunity to start a cheap website and maintain their existence by Internet marketing.

Internet Marketing Objectives
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Paul is a very successful businessman and diversed into many things throughout his career, As Business Development and Marketing Manager, Paul managed all aspects of controlling over 100 retail units in the U.K. Very much involved with Franchising and Business opportunities, always willing to help and advise, Paul has helped many people on the road to starting there own businesses.

Paul has also owned and run successful retail units, franchises and printing Companies, the most recent project was overseeing and advising on a expansion of a local magazine. Paul is also a very successful Internet marketer and has made money on various projects.

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Niche Marketing With a Sustainable Competitive Advantage

A Sustainable Competitive Advantage (SCA) is a unique offering that is valued by your customer and is not available from the competition. It is not what you think it is or what you want it to be. It is what your customer believes and that is what counts. This perception is everything.

Your SCA is made up distinctive competencies, which are unique attributes or benefits that are valued by the customer. Simply stated, this means that you do different things, or that you do things differently from your competition. These distinctive competencies are so valuable to your customer that they will choose your offering instead of the competition's offering. These benefits could be unique product features, product design, method of delivery, or even your brand.

An example of doing things differently is Starbucks. They serve coffee, which is hardly unique, but they make the coffee buying experience almost a lifestyle. Have you seen the lines at this place? And, people go to Starbucks just to hang out. An example of doing different things might be MySpace; although not the first social networking site, they targeted the younger crowd and created an environment to connect and express yourself with 100 million other individuals.

Niche Marketing With a Sustainable Competitive Advantage

A competitive advantage is sustainable if others can't copy it or deliver the same thing, or if the cost or the time to develop a competing solution is very significant. Being first to market may provide a competitive advantage in the short run, but it is seldom sustainable.

To determine your SCA, list your distinctive competencies, which are the unique attributes or benefits that are valued by your customers. Then list your chief competitor's distinctive competencies. Compare both lists. Delete the attributes or benefits from your list that you share with your competitor since they are not truly unique. The remaining items on your list make up your competitive advantage.

Next, ask yourself is it sustainable? Can this competitive advantage be duplicated and, if so, how soon? If your competitive advantage is easily cloned, then you had better come up with some new attributes because you are not alone.

Remember, only dead fish swim with the current.

John Bradley Jackson

Niche Marketing With a Sustainable Competitive Advantage
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John Bradley Jackson brings street-savvy sales and marketing experience from Silicon Valley and Wall Street. His resume also includes entrepreneur, angel investor, corporate trainer, philanthropist, and consultant. His book is called “First, Best, or Different: What Every Entrepreneur Needs to Know About Niche Marketing”.

Check out his website at: http://www.firstbestordifferent.com or his blog at http://www.firstbestordifferent.com/blog

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Four Ways For Sales and Marketing Professionals to Segment Their Target Market

Philip Kotler reminds us that if markets are to be segmented and cultivated, they must meet certain requirements. Segments must be:

Measurable Substantial Accessible Differentiable Actionable

Assuming your target markets meet those requirements, sales and marketing professionals can cultivate these segments to maximize their potential. There are four ways to segment any given market and the choices you make regarding how to segment will impact the quality of your efforts.

Four Ways For Sales and Marketing Professionals to Segment Their Target Market

Demographics

The first way to segment a market is by demographics. This is the easiest, most measurable, and most widely used way to segmentation method. The market is divided into groups based on any number of factors including age, race, family size, sex, income level, net worth, social class, nationality, and more. Companies like InfoUSA have created massive databases that help businesses segment the market using these and other consumer attributes. These database companies offer free services that allow business owners to see how large segments are and make good decisions regarding how to best market to potential clients.

Geography

Segmenting a market geographically requires a company to focus solely on a specific neighborhood, city, state, region, or country. One of the best examples of a company who uses geography to segment markets is Pillsbury. Marketers at Pillsbury use software to analyze food preferences and buyer behavior right down to individual zip codes throughout the U.S.

Behavior

Some marketers choose to segment based on the predictable behavior of certain groups of people. This behavior can be triggered by major events like weddings, funerals, having children, or sending children to college. Another component of behavior deals with how certain consumers consistently seek out different benefits from similar products or services such as quickest service, lowest price, or best customer service.

Consumer Psychology

The final way to segment a market is by consumer psychology, which includes variables like lifestyle choices, personality qualities, and value systems. Different lifestyle choices that consumers make include marriage, parenting, healthy eating and exercise decisions, environmental conscientiousness, religious choice, and philanthropic activities.

Practical Application

No doubt, most companies will choose to segment by demographics. It requires less thought and is the easiest to analyze. However, some businesses have been able to serve more clients by broadening their segmentation efforts to include geographic, behavioral, and psychological components. It might make sense for your company to use a different segmentation strategy, too.

Four Ways For Sales and Marketing Professionals to Segment Their Target Market
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Bill Tamminga is an SEO expert and website designer in Denver, CO. He is the founder of TM&C, a web design and SEO / SEM company that specializes in helping service businesses in Denver establish and grow their client base using action-oriented Wordpress websites and unsurpassed search engine optimization. To date every TM&C client has at least one listing on the front page of Google.

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What Do Search Engines Do?

This article provides some general information about what search engines do and how they do it. It also includes general tips to improve your website's standing in the search results.

What do search engines do?

Search engines perform three basic tasks on websites. First, they "crawl" through websites to examine the content and links using automated "spiders". Second, they index websites:the spiders send the information they find to a huge data repository. Finally, they rank websites to determine which are most relevant to a search by using the information in the repository.

What Do Search Engines Do?

How you can improve crawling results

Here are some suggestions to maximize the benefit of crawling your website:

Design your site well. Place your most important pages close to the home page. Frequently update and add to your content. Revise and expand on your pages and add new posts. Fix any broken links, particularly internal links.

Indexing - Making sense of all that data

Just like the index at the back of a book helps readers find topics faster, a search engine index helps it find relevant results for a search. Instead of crawling the web each time, the search engine just needs to skim through a repository. Indexing doesn't happen instantly - there is a delay. So your website may not appear in the search results for a while, until it is indexed.

Relevancy ranking - Putting all that data to use

Now comes the final step, the entire point of this process - relevancy ranking. Here the search engine decides which websites are most relevant to a particular search term. Although the algorithm is different for each search engine and is a closely guarded secret, the overall concept is based on content and reputation.

Your reputation in the internet world is based on what other sites are linking to yours, and what sites you are linking to. Just like in the real world, you are judged partly on whom you hang out with. If your site is associated with credible and high-quality sites in your area, your site will be evaluated that way too.

Additionally, the content of your site itself should be high-quality. The search engines apply algorithms to evaluate the quality and relevancy of your site's content.

Here are some general criteria used for relevancy ranking:

Domain Trust- what types of sites you link to, and what sites link to you. If you link to quality sites and they link to you, your importance in the standings improves. If your links are spammy or low credibility, your rated relevancy decreases. Domain Authority - the overall number inbound and outbound links from your site. This includes not just the number of links to a particular page but also to the site as a whole. Additionally, the diversity of inbound links matters. It's better to have links from 100 different sites than the same number of links from 10 different sites. Keyword Usage - the density and placement of keywords on your web page.

As you can see, relevancy ranking has as much to do with other sites as your own. In order to maximize your relevancy ranking, you have to provide quality content and obtain links from other quality sites. Relevancy rank depends both on your site and links from others. Fortunately, there are specific things you can do in both areas to maximize your website's standing in the search results.

What Do Search Engines Do?
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Using Statistics To Improve And Measure Business Performance

Statistics are used by all industries and businesses as a standardized unit of measurement for presenting data in a useful and meaningful format. Statistics can be used to measure historical performance and to forecast future targets. For business managers and leaders, statistics provide insight into how business units are performing relative to an organizations goals and objectives. Statistics also forecast future trends and are used in all areas of human thought an endeavor for planning purposes.

Statistics are used in all areas of trade and commerce. Governments frequently undertake studies for the purposes of formulating policy and businesses use data to identify what is currently working and what is not. Business initiatives are altered to improve organizational performance based on feedback from statistical studies. Advertising companies use statistics to assess target markets and formulate campaigns. Marketers use statistics to identify opportunities for business development.

Since the advent of the internet, statistics have become important for online business operators. Whether it be measuring search engine traffic, assessing product conversion or determining which paid ads are working, statistics provide the necessary data in a meaningful way to support strategic decision making. Without the use of statistics, businesses could not calculate returns on investment and business decision making would become a hit and miss affair.

Using Statistics To Improve And Measure Business Performance

The computer industry makes use of statistics to detect emerging trends and develop products that are in line with consumer preferences. Without data to support product development, organizations would have no way of determining changing consumer preferences and tastes. With competing demands for capital and labor, organizations rely on data to determine how to best make use of exiting resources and plan for future requirements. Managers rely on monthly and quarterly statistics to adjust business variables to improve overall performance.

Surveys are often used by companies to get closer to the target market. Data is compiled into useful reports for the purposes of determining consumer preferences, assessing purchasing habits and analyzing the motivation for buying behavior. Companies rely on this feedback to narrow down criteria to create unique selling propositions and build marketing campaigns. Without this data, companies would face difficulties in providing goods and services that solve community and organizational problems.

Using Statistics To Improve And Measure Business Performance
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Andrew Winthorp owns and operates http://www.usage-statistics-source.com Usage Statistics. Learn more about how statistics plays an important part in organizational decision making.

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16 Ways to Drive Traffic to Your Blog

You've got your blog set up and you've started posting pithy, useful information that your niche market would benefit from and enjoy. Days go by, you keep publishing, but no one comments and your traffic stats are barely registering. What do you do?

Like any website you own, you must do some blog promotion to start driving traffic to your site. Here are 16 steps, in no particular order of importance, that you can start doing now to get traffic moving to your blog.

1. Set up an email subscription form on your blog and invite everyone in your network to subscribe: family, friends, colleagues, clients, associates.

16 Ways to Drive Traffic to Your Blog

2. Set up a feed on MyYahoo.com so your site gets regularly spidered by the Yahoo search engine.

3. Read and comment on other blogs that are in your target niche. Don't write things like "nice blog" or "great post." Write intelligent, useful comments with a link to your blog.

4. Use Ping-0-matic to ping blog directories. Do this every time you publish.

5. Submit your blog to traditional search engines.

6. Submit your blog to blog directories.

Tip: Create a form to track your submissions; this can take several hours when you first start so schedule an hour a day for submitting or hire a VA to do it for you.

7. Add a link to your blog in your email signature file.

8. Put a link to your blog on every page of your website.

9. If you publish a newsletter, make sure you have a link to your blog in every issue.

10. Include a link to your blog as a standard part of all outgoing correspondence such as autoresponder sequences, sales letters, reports, white papers, etc.

11. Print your blog URL on your business cards, brochures and flyers.

12. Make sure you have an RSS feed URL that people can subscribe to. The acronym RSS means Rich Site Summary, or some may consider its meaning as Really Simple Syndication. It is a document type that lists updates of websites or blogs available for syndication. These RSS documents (also known as 'feeds') may be read using aggregators (news readers). RSS feeds may show headlines only or both headlines and summaries.

13. Post often to keep attracting your subscribers to come back and refer you to others in their networks; include links to other blogs, articles and websites in your posts

14. Use Trackback links when you quote or refer to other blog posts. What is TrackBack? Essentially what this does is send a message from one server to another server letting it know you have posted a reference to their post. The beauty is that a link to your blog is now included on their site.

15. Write articles to post around the web in article directories. Include a link to your blog in the author info box (See example in our signature below).

16. Make a commitment to blog everyday. 10 minutes a day can help increase your traffic as new content attracts search engine spiders. Put it on your calendar as a task every day at the same time.

Tip: Use a hit counter to track your visitor stats: how many unique visitors, how many page views, average length of visit.

16 Ways to Drive Traffic to Your Blog
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From Denise Wakeman, Founder of The Blog Squad and Online Marketing Advisor.

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