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Anne Marie Baugh
The Search Engine Tango, Are You Dancing To Someone Else's
Tune?
There is quite a dance going on in the world of E-commerce.
Basically it goes like this; one side insists that great search
engine rankings bring in most of the online business.While the
other side says, "Get real', search engine rankings take too
much time and effort to bother with and offer too little control
to make a difference!"I say, "get a perspective before you
decide which side to take".The fact is, as an online business
owner you can live somewhere in the middle where there is a
place for the search engine ranking as long as that place is put
into perspective!
The search engines are equivalent to having the standard brick
and mortar business listed in the telephone book.In the Yellow
Pages, display ads work better than plain listings.Top ads
work better than bottom ads.So it is with the search engines.
These locators of web pages are similar in nature to the phone
book, which is also separated by category.However, if you
were to rely completely on the phone book to get your brick and
mortar business advertised you would basically be waiting to go
out of business.
Of course, you take the time to get listed, but you don't open
the phone book daily and worry about how you are listed, where
you are a listed, and what the listing looks like.Before the
advent of the Internet, statistics might have told us that when
consumers wanted something, say a pet store, they would first
open the Yellow Pages to locate options in their area.Some
would then say that those statistics proved that the Yellow
Pages are the number one advertising avenue for bringing in new
business.However, I'm sure you can readily see how this
example does not illustrate the value of more direct marketing
methods. The Yellow Pages, in effect, waits for the customer to
come to the business.Other marketing avenues allow you to put
your product in front of the customer.In other words you don't
wait for the customer to get the idea, you give them the idea.
The same applies with search engines.Yes, they have their
place, but the important point is to understand what that place
is and reserving the time necessary based on it's relative value.
Yes, spend time getting listed in the search engines. No,
don't become obsessed with the hype being sold to you that this
must be your number one focus.Always look at the hidden agenda
of anyone selling one small marketing aspect as the only
solution when in fact a huge arsenal of marketing tools are
available and should be utilized.More often than not, it is
their bottom line they are most concerned with, not yours.Any
highly successful online business owner will tell you the truth,
that the search engines play a minor part in their overall
strategy.They have learned the basics and they spend some time
applying them, or they hire someone to deal with it for them.
They then go on to other more lucrative tools for pushing their
business forward.
Your competition would love for you to become obsessed with the
search engines, it gives them a huge advantage.Do you really
want to make life that easy for them?Be smart, be diversified,
and plan your marketing agenda utilizing as many of the tools as
are applicable for your business.Tango to your own tune and
enjoy a more profitable business.
__________________________
Anne Marie Baugh is a noted publicist for cyber-stars
such as Mark Joyner, Rick Beneteau, John Harricharan, Marty
Lund, and more.She also owns and operates Write-Promotion,
an online business that works hands-on with businesses
looking for promotional avenues to cyber-success!
Please visit today at:http://www.write-promotion.com
or write to:write@write-promotion.com
We look forward to hearing from you!
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