In the old days you bought a display ad in the yellow pages to get calls from customers ready to buy.
These days you purchase a yellow pages ad so your established brand doesn’t lose potential phone calls to unknown and lesser quality brands who can afford the financing that the yellow pages offer. The bottom end churn for print YP is constant. Google doesn’t offer financing on pay-per-clicks and writers don’t finance content writing.
In 2002, 80% used the yellow pages to perform a local search. Today that number is less than 15% and phone book fragmentation (a way of looking at print competition) is at an all-time high.
Marketing dollar resource allocation has flipped over the years. The days of me giving Internet marketing advice to sell ads in phone books has been over for sometime.
Businesses are struggling to dominate search the same way they dominated local search in the 90’s with big full-page and eventually double truck 2-page ads. The same style duopoly exists were you have a telco or main provider and second incumbent choice (AT&T + GTE/Verizon = Google + Bing/Yahoo Search Alliance.)
In the earlier days of search the businesses with names and domains that contained the product or service being offered including the city they served, such as “Dallas Auto Transmission LLC” naturally had an upper hand. It was easy to make a title tag match your business name. Optimization of a website required the efforts of a website coder and FTP access to the sites backend. SEO was all about meta-tags and links that were hard to come-by.
Today you will see:
- 60,000 new websites will be added to the web
- 2 million new videos added to YouTube
- 1.6 million blog posts will be created (out of 150 million blogs)
- 1.5 billion pieces of content will be added to Facebook
- 200 million tweets will be tweeted on Twitter
Paid search ads with Google use to only costs pennies per click. Volume was low. Again things have changed. Paid search offers so much more than the past.
Things have gotten a bit more complex:
– mobile extensions
– local extensions
– site links
– promoted videos
– product feeds
– demographic targeting
– new channels of distribution
– new match types like modified broad match
It is easy to mistakenly dump hundreds of suggested keywords in a campaign and see quality scores never rise above a 4. Google makes it easy to spend your money or daily budget and target keyword searches via broad match types with non relevant ads. Buyer beware: You need an agency or consultant!
Great SEO starts with keyword research. Those keywords need to be put in a report and measures with rankings on search engines. You then need to create content, pages for the various keywords, both on your site and pointing to your site with anchor text. Social signals are also important. LoMoSo or local mobile social is the new Internet. NAP, or name address and number, mentions of your business are the key to local. This begins with data-center directory submission (the only real form of directory submission) which is not something you get from Outsourced India SEO providers.
Next, you must begin eating the elephant so-to-speak. Start with the low hanging fruit or keywords that have less competition and in many cases less volume. Quick rankings measured via Google Analytics as clicks. The short-tail competitive keywords take more offsite backlinks, more onsite content strategy, great NAP data, and the help of an experienced Internet marketer to reach success.
To build a successful Internet marketing campaign you need to have your SEO content strategy and PPC campaigns work together. PPC tells us what keywords drive impressions. Content marketing helps you rank for correlating keywords that you can add to your PPC Campaign and both help you test landing pages to perfection.
A SEO & PPC Monthly Retainer will allow you to gradually scale your efforts, rank for more keywords, and create great authoritative onsite content for your visitors. Mix in high volume with low competition keywords and you will monetize your efforts from the start.
Smb SEO’s retainer includes conversion optimization consulting, domain registration, quality hosting (not that slow GoDaddy hosting) and all the transparent reporting you need to make sure that you are not on a road that leads to nowhere. It also does not require a contract and the service is based on real-time and materials vs paying for the concept of SEO. You can only optimize a single page a couple of times before you must add new ones.
If this doesn’t sound like the services your “SEO company” provides, don’t walk…. RUN AWAY.
Call me at 214-267-9553 for a free ranking report and let’s see what is keeping you from making good business sense of your internet marketing.
Also, FYI, Tonight Google and Bing Representatives will Speak on “State of Search” at Dallas / Ft Worth Search Marketing Group…
Register at DFWSEM.org