Part 1 of 3
Used to be, the company with the biggest Yellow Page ad won the local search wars. Businesses vied for newspaper ads above the fold, billboards at prime intersections, drive time radio and prime time TV.
Now, when print media is experiencing cutbacks, layoffs, and declining readership, it comes as no surprise that businesses are turning to online marketing alternatives to reach customers. Where many print media companies require a minimum commitment to display an ad over so many issues, website space and domain names can be purchased for low annual fees. Pay-Per-Click (PPC) advertising on sites like Google and Yahoo allows site owners to set their own budgets and targets when setting up campaigns.
Search Engine Optimization (SEO) is the new normal for businesses looking to compete in the 21st century. Once a niche product, SEO will continue to gain ground into the near future. According to the “Search Marketing Trends: Back to Basics” report from eMarketer, $1.5 billion was spent on Search Engine Optimization in 2008 – a number that is expected to increase 153% to $3.8 billion by 2013. (Source: Brafton.com)
Taking even a fraction of money from your radio or print budget and setting it aside for online strategies can have a profound effect on the visibility of your business. Be sure to research the best SEO companies to determine what services are offered and which company is suited to meet your needs.
Part 1 of this 3-part series explains why SEO is the new normal and how companies can budget for search engine optimization campaigns. Part 2 will define an SEO Glossary. Part 3 will lay out an SEO Strategy. This article was published in its entirety in the March 2010 issue of Western Retailer magazine, a publication of the WHFA.