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For many advertisers, search is an important part of their marketing budget. For instance, if you're a mortgage company, you can be sure more than 50% of your target audience is using the web to search for their next mortgage. If you want to be on their list, you have two choices -- paid search or SEO (search engine optimization).
Paid search is when you advertise on Google or other search engines. In search results, your ad will appear above or to the right of the organic search results. You purchase the ads by the keywords you are interested in, and you only pay when someone clicks on your ad. However, you may pay for a bunch of clicks from people who are not serious about buying.
The other option is SEO. Search Engine Optimization is when [link widoczny dla zalogowanych] advertisers hire a company, or an [link widoczny dla zalogowanych] employee, to optimize their web site in order to gain page one rankings in the search results. But SEO is not what it used to be. There was a time when all kinds of advertisers could pay an SEO company to generate page one Google rankings. Google's algorithms promoted web sites that had a lot of back links (links from other web sites to an advertiser's web site.) And SEO companies found a myriad of ways to do this.
A lot of companies used what is now being termed as "black hat" tactics. In other words, they found unnatural ways to generate links. For instance, they would create their own web of web sites linked together, and then add links to their client's websites. They would include pages on websites that had no real content but links. And some companies went so far as to literally sell back links on the Internet - 100 links for $19. But Google got wise, and cracked down.
The tactics employed by these SEO companies [link widoczny dla zalogowanych] hurt many advertisers. While they had enjoyed page one rankings for many years, suddenly their web site was banished and could not be found. Some advertisers had to go so far [link widoczny dla zalogowanych] as to start over and create brand new web sites. And find new ways to achieve page one rankings. This brings us to what is now termed as "white hat" tactics.
For those advertisers who were lucky enough to have used a "white hat" SEO company, their rankings were not affected. But these [link widoczny dla zalogowanych] tactics are time-consuming and costly. After all, web sites that rank well on Google now have two components: plenty of updated, fresh content to the web site and b) a growing number of back links from press releases, articles, and blog posts on other web sites.
To write relevant content, articles, and blog posts takes knowledge of the advertiser's business and the ability to write well. Plus plenty of time. The average small business can't afford to pay a company to handle this for them. It once was a fairer playing field for small companies and larger ones. After all, who says an independent lawyer isn't [link widoczny dla zalogowanych] far better than a competitor working for a large firm? But the independent lawyer won't be able to afford the rankings that the large competitor can afford. Unless, of course, he wants to spend his evenings and weekends writing all this content himself.
Google continues to change their algorithms to thwart the efforts of SEO companies. After all, Google doesn't make money from SEO. It makes money from Adwords. So you can [link widoczny dla zalogowanych] throw a lot of money against SEO, and suddenly Google will change the game again.
So should you invest in SEO? Certainly, if you have a large advertising budget or can afford to have a good digital person on staff, it's worth the risk. But smaller companies and their advertising agencies will have weigh the costs with the benefits. It [link widoczny dla zalogowanych] means having the time or [link widoczny dla zalogowanych] staff to handle what is required, realizing that it might still not pay off.
One hates being pushed into Adwords. But [link widoczny dla zalogowanych] at the end of the day, if your [link widoczny dla zalogowanych] business benefits from Internet [link widoczny dla zalogowanych] business, it may be your best choice. After all, you can be sure of what you'll receive. SEO may inevitably be a thing of the past. And in the meantime, it's going to be a costly, rocky road.
Julie Burmeister is the President of The Burmeister Group, an ad agency in Atlanta known for generating outstanding marketing results for small and mid-size companies. The agency has full service capabilities including research, strategy, creative, media buying and more.

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