Getting results from Google

There is absolutely no question that proper SEO and SEM implementations generate increases in sales.  But implementing a proper SEO and SEM plan requires a number of action items:

1. Proper research;
2. Proper site modifications;
3. Proper ad creation (in the case of SEM);
4. Proper tracking;
5. Proper tweaking.

Too often few (and sometimes all) of these steps are left out of the equation, resulting in poor results and / or unnecessarily increased costs.

So, what's a person to do?  Clearly, having an expert helps tremendously.  A SEO / SEM specialist has the tools to research what opportunities may be available in your industry.  For example, showing up #1 on Google's organic results (a.k.a. the "free" area) for highly competitive phrases such as "raleigh homes for sale" is virtually impossible for individual real estate agents with small web sites.  However, showing up #1 in Google Adwords is simply a function of proper ad creation, proper site modifications and money.

Balancing opportunities for SEO and SEM is paramount to an effective strategy.  As another example, if your web site already shows up in the top 5 on Google's organize results for a given phrase, why would you also pay to have a Google ad running for that same phrase?  Ideally, you would save your budget to be applied to phrases that are equally important but where your site cannot rank in the top 5 or even top 10 in the organic results.

Finally, tracking and analysis is crucial to success.  Even if ten superb Google ads were written and are successfully driving customers to your web site on several phrases, you may find that some of those phrases simply do not result in new business.  In such cases, these key phrases would likely be dropped altogether in favor of phrases that are generating results (why pay for click-throughs on phrases that aren't generating additional revenue?).

If you need help gaining additional customers through SEO and SEM, contact us today for a free consultation.