Special Report

The Truth About Search Engine Positioning

There is a rumor going around that gaining top search engine rankings no longer works as an effective promotional strategy. I think I know who started this notion; those with high positions already. I think I also know who is spinning this story round and round; companies who will do virtually anything to sell advertising on the net. Almost every week, I read an article by some "internet marketing guru" proclaiming that search engine marketing is dead.

Nothing could be farther from the truth. But here are the facts. You decide for yourself.

  • According to Forrester Research Media Field Study, getting a loyal audience in the first place is best done by search engine placement.
  • According to a GVU Users Survey, 85% of Internet users use search engineis to find websites.
  • In a study released by ActivMedia Research in Sept. 99, search engine positioning was ranked as the #1 website promotional method used by eCommerce sites.
  • In the April 2000 issue of Target Marketing Magazine it was reported "Top Ways Webistes Are Discovered",

Banner ads: 1%
Targeted email: 1.2%
TV spots: 1.4%
"by accident": 2.1%
Magazine ads: 4.4%
Word-of-mouth: 20%
Random surfing: 20%
Search Engines: 46%

Source: IMT Strategies

This information would strongly suggest that search engines play a very important role in acquiring new visitors. Another argument is that search engine visitors are totally unqualified visitors as opposed to other means of targeted direct marketing methods. Every time a potential customer uses a search engine they qualify themself as a "hot prospect" by conducting searches on keywords that are directly related to what it is you are offering. These people have taken their time to search for your product or service. They didn't click on a hyperlink by accident or get a banner ad shoved in their face. They made their own decision to locate you. If you meet their criteria for making a buying decision - bingo. How much more targeted can a person be ?

Another statistic points towards the need to have a high ranking listing on the search engines versus any old listing. Very rarely will anyone look beyond the first thirty results from a search engine. If they can't find what they are looking for in the first thirty, they try another search phrase or move on.

The "art" of search engine optimization takes skill and an understanding of html, attention to detail, time for research and the ability to learn and adapt quickly. Submittal of a site with incrorrect optimization can result in a buried and unfindable web site for many months of lost promotional value equal to perhaps thousands of potential prospects. In our work with dozens of clients, the most effective traffic building campaigns have all revolved around the deployment of a well search engine optimized site with professional hand submittal to the engines and directories. It's important to take this into consideration when developing an overall plan and budget.

Back

Home | Hosting | Search Engines | Advertising | Clients | AspenSites | About Us | News | Partners
internet marketing for aspen the roaring fork valley and western colorado

This site is part of the RightNow Communications Network

Email us at info@aspensites.com or call 970/963-1709

©Copyright 2000-2002 by RightNow Communications • All Rights Reserved