5. Search Engine Marketing

Search engine marketing is often referred to as Search Engine Optimization (SEO), it's the process of enabling your site to be found by people using a search engine.  This is huge topic that is constantly evolving (after all, your favorite search engine has teams of people constantly working to make it better). 

Surprisingly, many sites do nothing in this area.  That's good for you, because a little bit can go a long way. On the other hand, some companies invest millions into their SEO campaign.

What to do?  What to do?

If your competition is doing little to nothing, then investing a small amount can make a significant difference.  

If your competition is investing a hugh amount (much more than you can afford), then the typical solution is to focus on the areas where you are better.

But this isn't a one time event.  Search engines are evolving, your competition is changing,  and yesterday's victory is old news.  SEO is something you need to keep an eye on. 

Many of Industry Web Host packaged solutions include SEO to get you started and on-going reports so you can keep your finger on the pulse.  Our recommended approach is to start with a little bit of SEO.  It costs you less and is probably more than your competition is doing.  Then if the little bit doesn't generate the results you want, we can determine the right action plan to move forward.

Tip: Search engines do not publish how they determine who is first on the list.  Search engines also mix their list up (the top three sites one moment, might not be the top three sites the next moment).  If a consultant or firm promises you will be on the first page of the results - run.  There is no way that can be guaranteed.

Tip: Search engines are trying to rank the value of the content in a site, or what a site says.  Pictures and graphics are ignored.  Some sites have valuable information that is displayed in a picture.  From the search engine perspective, this is invisible.

Tip: Search engines don't want to see stale information.  A site that does not update their content will eventually move down the search results list.  Does this mean you need keep updating your site?  Well, that's not a bad idea, but a realistic solution needs to be determined for your individual needs.

Tip: The sky is the limit on how much you can spend for SEO.  First be sure the basics are covered and see where that takes you.  If it's enough - great!  If not, then spend a little more - that should do it.  If that still doesn't, then it's time to really consider your SEO and marketing strategies.  Luckily it often doesn't come to that.