When it comes to search engine optimization, you cannot afford to overlook paid search options.
I see too many companies that have paid search as part of their marketing mix but they do little to optimize the spending so that it provides maximum value. Too often, I see companies in paid search that have no idea whether that expenditure leads to any sales. It’s true that for some businesses (pharmaceuticals, for example), tracking manufacturer advertising of any kind to sales is very tough. But for most businesses, it is a well-understood process that too few companies have implemented. Most companies can take the time to update their measurement process so they can track conversions and conversion rates and use those numbers to determine their paid search bids. Despite this, I see many companies that have not taken even this basic step.
Now if you do measure conversions from paid search, that’s great, but don’t break your arm patting yourself on the back. Once you can count conversions, the very next thing to do is to go back to Marketing 101—segmentation.
At Evolve Systems we offer our comprehensive Website Maintenance Plan that has a strong focus on Search Engine Optimization. But often, when offering our Website Maintenance Plan to potential or former clients, very few see the immediate value in investing in Paid Search Optimization, normally because it involves costs above and beyond what is normally charged for organic Search Engine Optimization. Most businesses don’t understand that a combination of paid and unpaid Search Engine Optimization and Marketing is what is needed to consistently maintain the highest rankings and site visitors for your business.
Search Engine Optimization and Marketing is a long term strategy and investment, and while a few hours spend here and there may bring in some good results, for consistently high rankings and heavy site traffic, long term plans, strategies, and investments need to be put into place and supported.
Are you in need of Search Engine Marketing or Search Engine Optimization advice? Perhaps you are looking for a dependable webmaster to maintain your site when you are not able to? Contact Evolve Systems today to request more information about our Website Maintenance Plan.