Most local business owners are now using the internet in some form to market their small and medium-sized businesses. The majority focus on the organic search rankings and why not? In theory, it's free to get your website ranked there and the benefits are excellent. Pay per click advertising (PPC) on the other hand is a different beast altogether but done right, it has excellent potential to quickly increase your profits.
Both "free" and paid forms of online marketing have their advantages and disadvantages but as they complement each other's weaknesses, they coexist very nicely together. A well-rounded online approach to promoting your business works extremely well. Let's face it, the internet and specifically Google is where the overwhelming majority of people go to look locally for goods and services so you had better be listed there in some form.
Manipulating Google to get your website on page one for a specific search term is called search engine optimization or SEO. In a perfect world, you or your contract SEO provider adds relevant content to your site then builds links from other related sites to yours. The Google gods take notice of your site and it shows up near the top of the first page for your specific keywords. Great when it all works out but it generally happens slowly over a period of weeks to months.
When it goes your way, it works well but, most everything SEO revolves around Google and as most of us have found out the hard way Google is prone to changing the rules absolutely and without notice or apology. It happened earlier this year and virtually overnight, websites previously at or near the top of Google's rankings simply ceased to exist in the rankings and businesses lost all that traffic.
Even without the wrath of Google, there is the simple fact of competition in the market place. Even in a relatively small business area, depending on the industry, there can be hundreds of companies all clamoring to get their websites at the top of the Google rankings for their niche. If you're a hotelier, a dentist, a florist, an attorney, accountant, plumber, or contractor for instance, you may be trying to capture consumers' attention along with dozens of others in your field so you best know what you're doing. As a rule Google usually displays only 10 organic search listings per page so simple math suggests you're going to have to work hard to get or keep your site where it will be seen regularly. Few if any Google users go beyond the first two pages so if you're only on page 3 or lower, you're likely wasting your time.
Having your local business listed in Google Places is another good idea but again, the competition for top listings is fierce. Google dentist or attorney + your town and you'll see what I mean. Google Places for these terms are chock full as local businesses look to catch the eye of prospects - so what to do?
If your site isn't listed close to the top of Google (and even if it is) considering some paid advertising in the form of PPC can be an excellent and extremely quick way to attract targeted prospects to your door. Here are those great reasons why...
- When done correctly, PPC results are virtually instantaneous. You get real-time results.
- Even if your long-term goal is organic search rankings, PPC can fill in the lead generation while you work on your Google rankings
- Even for sites with top Google rankings, PPC done right will provide additional revenue. Increased profits are always a good thing - right?
- Even though the Google gods will never admit it, there are some mere mortals who suggest doing Google PPC can augment your site's organic rankings. Blasphemous I realize but there is evidence to suggest that if you pat Google's back they/it may return the favor in the rankings. Can't prove it but, it may exist and even if it's not the case, PPC well done will still give outstanding results for local businesses. If nothing else, you're taking up more online real estate so the likelihood a prospect will find your site is greatly increased.
- PPC is often cheaper to do than hiring an SEO contractor and unlike the months it can take to rank a site organically, PPC results happen immediately
- With PPC, you can implement specific geo targeting so your ads show up only where you want them. This gives you pin point accuracy and it's a great use of your marketing budget.
- Remember folks using Google are a particularly motivated bunch as they are specifically looking for what you have to offer. It's them chasing you, not the other way around as with most forms of traditional advertising. Getting the right ad in front of highly receptive prospects usually lands you a customer who's ready to do business. PPC makes this easy to do.
Maybe it's time to consider doing some PPC advertising for your local business. Pay-per-click campaigns can be set up with small budgets initially while you test results. while smaller campaigns can be run do-it-yourself, hiring an experienced PPC manager to design a campaign for you is definitely a wise move. The results will speak for themselves.
Are you frustrated with your lack of success in marketing your local business online in British Columbia? My team and I can help. We use our Google expertise to help you attract a steady flood of motivated prospects to your door. Save time and money as we do the work for you! Click here for all the details on Local Business Marketing
Article Source: http://EzineArticles.com/?expert=Adrian_Mccluskey
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