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Website search engine optimizing

is a different kind of marketing outlay than you have ever used.

Let’s say you had $5,000 - $10,000 marketing dollars to spend and a promise of $1,000 - $2,000 per year more to sustain it.  What kind of use would make the most sense for your money?

Would it be a “one or two time” ad in a high end publication?  Could it be a 5,000 piece production run of beautiful 4 color brochures?  How about a billboard – an unusual billboard – one that you only had to pay for one time and then just a nominal amount of annual maintenance.  Let’s say this billboard (and placement) had to start out on a roadside that didn’t get too much traffic – but every month was moved a little bit closer to the heaviest traveled freeway in your vicinity – the one that 75% of your prospective customers used daily.  Let’s say that in somewhere from 6 to 24 months your “unusual billboard arrangement” would end up on that main thoroughfare and stay there most of the time - more or less indefinitely - for just $1,000 - $2,000 per year.

How would you spend that $5,000 - $10,000?

It used to be the Yellow Pages.  If not that, then product search results came from print advertising or your friendly sales rep.  Top search position meant you bought the biggest ad available in as many Yellow Pages districts as you could afford.  There simply wasn’t any web marketing – you bought mindshare with large ad dollars.  Keyword placement had a different meaning – related to physical placement of emotional “trigger words” on your print ad.

What a change since the late 1990s.

In the marketing arena, at no time has the playing field ever been leveled like it has since the Internet and optimized search placement became a “vital tactic.”  Developing your web site around key search results so you can obtain top search engine placement when potential buyers enter your keywords is now one of the most cost effective investments you can make.

Top website search results are not an overnight proposition, but then, neither is most print advertising or the Yellow Pages.  Any kind of marketing aimed at building brand, expanding your market footprint, and increasing sales is an incremental process.

Typically, you’re looking at 3 steps to establishing your Internet search presence:

1.       Building websites that are manually written, properly structured and "search term and search phrase" enriched for optimal indexing strength with the primary search engines. This is the most important phase. What we are doing here is creating “products” that will “sell well” to the “Robots” that “read, and index” your websites.  This process is itself, a multi-stage effort detailed in one of our "white papers.”

2.       Initially exposing your new search engine friendly website to referring sites, search engines, directories, relevant - privately owned 'single purpose' sites with reciprocal links - and other activities designed to position your websites high in the search results when a visitor enters your target terms and phrases.

3.       An ongoing effort of tuning your Gateway target indices and expanding the number and, in particular, the quality of external links pointing back to your site(s) as a resource for information on the type of product and services your company offers.

Other than the hosting fees, the "ongoing effort" continues to build index strength of your website by adding to the number and quality of external links pointing to you, major portal and/or directory presence, periodic review of search term/phrase performance, and sponsorships of relevant web events.