Search Engine Marketing helps site owners meet their various online marketing objectives such as generating leads, sales or simply building awareness.
There is more to search engine optimisation than just marketing, as companies can derive many business benefits from using SEO. Let’s take a look at a few...

  • Cost-effective Customer Acquisition
    There is no payment to the search engines for being indexed. This is important for high volume, low intent phrases which can be expensive in paid-search (eg ‘car insurance’). 

    It can also be useful for generating visitors on the long tail of search. Many companies bid on these phrases through paid-search, so giving opportunities for those who use an SEO strategy for the tail.
  • Fixed Costs
    The cost of SEO is relatively fixed, independent of click volume. Effectively, the cost per click from SEO declines through time after initial optimisation costs and lower ongoing optimisation costs. Conversely, paid-search is essentially a variable cost.
  • Brand Visibility
  • Focus on Web Standards / Accessibility
    Designing a website for search is an exercise in designing a best practice website. Search engine crawlers notice errors in your code, so valid code is a must for SEO. And that makes for a healthier, more accessible website. Accessible for Google’s crawlers, and for people.
  • Repeat Business
    Customers referred from search engines tend to stick around for longer. Increase customer lifetime revenues via SEO!
  • Customer Acquisition - Targeted Prospects
    Search is demand-driven, so anybody referred from a search engine is hoping that your web page matches their search query. If it does, and you show them all the information they need to see, they may well become your next customer.
  • Credibility / Brand Perception
    “Why aren’t you in Google for ‘car insurance’”? Consumers expect big brand businesses to be prominently placed in Google, so what is the effect if you aren’t on the first page or two?
  • Findability
    Search engines allow you to find relevant web pages even if you only remember snippets of information. A song lyric, a company name, a product review, a person…
  • You can attract highly targeted traffic to particular pages on your site. Every service or product page that you offer can be the page that the searcher arrives at, making your site as wide a net as possible to catch potential customers with.
  • Every keyword related to your business gives you an opportunity to bring traffic to your site.
  • More visibility and a higher profile, coupled with an attractive functional website should bring you more inquiries, more sales and more business.
  • Promote and reinforce your brand, the higher up the rankings the more perceived value and credibility your site and company will have.
  • Receive an excellent cost effective long term Return on Investment from 24/7 online promotion.
  • In many markets and many regions smaller companies can still compete online with bigger companies and out punch their weight.
  • Allow customers to easily find you. I had one client recently who’s own name didn’t even bring up their site when you searched on Google.
  • Target the local market or international market. Sell anywhere and everywhere around the world.
  • Track, monitor and improve your website. Your website analytics is a goldmine of information and can tell you so much about your business and your products.
  • There’s no doubt that more and more people rely on search engines as opposed to offline directories such as the Yellow Pages. In some sectors this is dramatic.

To make an online success of your business search engine optimisation is one of the most successful online marketing strategies that you can use, it’s not the only one by any means and it shouldn’t be used in isolation. Pay Per Click advertising can compliment it very nicely.
SEO is an investment that many businesses should seriously consider. Offer a good service, product or advice, get it in front of your targeted market and you’ll reap the benefits. A well designed, structured website, with some age and with only a few links from other sites around your niche is sometimes enough to help your site rank well. It can be a very lucrative business, done right of course