There are so many e-marketing opportunities out there – email marketing, social media, video marketing, viral marketing and more – but search engines remain one of the primary places people visit for information, and are thus a major component of any Internet marketing campaign worth its salt.
So the question many marketers ask when it comes to reaching customers through search engines is, ‘where should I spend my budget?’ Organic search (often referred to as SEO) or paid search (often called PPC or SEM)?
The answer is… it depends. Each business’ situation is unique. It depends on how competitive the SEO arena is for your market. It depends on how competitive paid search is for your market. It depends on your audience. It depends on your brand awareness. And it depends on your sales cycle time.
There isn’t a one size fits all answer.
I know what you’re thinking… that doesn’t help at all! While we can’t provide you a cookie cutter answer, we can give you some best practices for web design to serve as food for thought.
You Can't Lose with SEF
Regardless of your unique situation, you simply can’t go wrong with a search engine friendly (SEF) website. What does this mean? It means doing the proper research to determine the most winnable keywords for organic search results.
And, most importantly, it entails building your website in such a way that Google can easily crawl it, index it, and find your content containing those winnable keywords.
This may sound obvious, but guess what? Many web design companies pay more attention to design than they do to the content their clients’ sites contain, and they often don’t give a passing thought to SEF. In fact, many web design firms don’t even have an SEF/SEO expert looking at their work.
If you are redesigning your website and the company you’ve hired doesn’t mention SEF, then you might be in for a disappointing Google ride.
Tune in for part 2 of this article, where we answer the common question...
Organic Search versus Paid Search?