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Have you heard of Search Engine Optimization (SEO)? There is a lot of good information out there about SEO, but there are also a lot of empty promises being made by “SEO Specialists.” If anyone guarantees you results of being on top of a Google search by X number of weeks, my suggestion is to keep your money in your wallet and move on.
There seems to be many people out there ready to take your hard earned cash for something that no one can really guarantee. But, I wouldn’t ask you to take my word for it, please read the supporting article by Google at the end of this article (*1). The article is directed towards Webmasters, but I think there is plenty of valuable information for business owners to help them make informed decisions regarding who they hire to create a website, perform SEO, etc…
The main point of the article is that the better site you build, the higher you will rank. Not even Google can guarantee that you will be at the top and there is no magic recipe, the ranking is designed to change with human behavior and many other factors.
The Third point to consider is advertising. Ever wonder how Google became a household name and made $4.5 Billion in revenue last year? The answer is easy, they are good at what they do.
So let’s look a little further at how they bring money in. The answer is simple, Advertising.
Again, this goes back to identifying the resource that most people are using to find new products and businesses in their area.
According to an Article by Danny Goodwin (*2), Google receives 66.2% of all internet search queries performed on the internet, with Bing and Yahoo coming in at 15.2% and 14.1% respectfully.
You want to target new customers for your business? First, you need to make yourself visible.
Google your industry in your city; for instance, if you are a pizza parlor in Dallas, TX Google “pizza dallas tx.” You will likely see a map to the right of the Google Search results with pins marking locations in town for Pizza. Are you listed? If not, you need to get listed.
Getting listed is free, if you want to pay me to do it, I would be happy to, as long as you understand that you are only paying for my time and there is no magic trick here. Once you register your business, they will call your business line to verify that the information entered is correct and the person at the end of the phone acknowledges that you are indeed the business owner. They simply call and give you a PIN number that you then enter into their site to verify your identity. Easy stuff. It takes about 2-4 weeks for you to show up in the listings, but at least you will be there.
Once you have made sure that you are listed with Google, Yahoo and Bing you can move on to the advertising discussion.
I did some research on Radio Ads, Television Ads and compared them to Google Ads just to show the power of using Google Ads.
Read the Following Carefully
Let’s look at Radio Ads first –
My research is based on the Greater Houston area, so your results may vary when performing a cost analysis.
Basically, a Radio Ad is only going to be effective if you run it when the most people are listening in order to maximize the size of the audience. This brings up a great question, who is your audience? How do you discover a new audience that you were not targeting in your Ad Campaign.
If you advertise on a Country Station, then your only getting out to Country Music listeners etc…