Online marketing is very useful for any business, large or small, with or without a website. That’s right; you don’t need a website to advertize your product or service online. Of course, a website is highly recommended; as your business grows you really should consider creating a website.
One of the most important things to know about online marketing is how the internet search engines work and how to take advantage of them. This article is about how to put your product or service at the top of Google Search results so that you appear ahead of your competition.
Internet Search Engines
A search engine is a directory of internet content made up of a set of programs that searches an index and returns matches to a specific keyword. When a user searches a specific subject, the search engine will list the sites or online content where they might find what they are looking for. For example, if one types in “plumbing repair Detroit” the results should be business directories, press releases, articles or classifieds advertising plumbers in the Detroit area.
Google Search Results
Google is the most popular search engine, used by over 60% of the market, followed by Yahoo and MSN. Using the Google Search tool, type in “plumbing repair detroit” and notice what appears on page one. The shaded area at the top of the page and going down the right side of the page are called sponsored links. The businesses that appear in these areas pay Google for these spots. Remember the Yellow Pages ads? Some were larger than others; the larger the ad, the more it cost the business owner.
In many searches, especially for services, you will see business directories below the shaded area at the top. Many of these directories are free to use; click on them and add your business or service here.
Now look at the next section of results. These are the organic search results. Look near the top of the page and you will see something like “Results 1-10 of 190,191 for plumbing repair Detroit.” If you are on page one then you have done a great job of online marketing for your business. About 42% of the people will click on the very first organic result, followed by 11% on the second one. Only a very small percentage, less than 5%, will bother going on to page 2.
Many people will consider doing business with the person who appears in the organic results before the sponsored links. Just like with the Yellow Pages, they feel that it is in their better interest to work with the smaller, local company. The big shot, with the ½ page ad, is paying big money for advertisement; it is very likely that he passes on this expense to his customer by charging higher fees.
Getting Started
There are free websites where you can submit your work and have it published online. Google search “free press release sites,” “free article submitters”, or “free classifieds.” Sign up or register your account and follow their instructions for use. Some are easier to use than others; some appear on page one of Google more often than others. Many of them contain helpful tips on writing a good article, press release or classified. Some have strict rules that you must follow or your work will be rejected. Have fun and learn as you go. Submit your work to several sites then Google search yourself to see which ones work the best for you.
Join as many of these sites as you wish and write plenty of unique material, using strong keywords that describe the product or service that you offer. Social networking sites like, FaceBook and MySpace, can be fun, interesting and good for your business.
Online marketing is an ongoing project; you must keep at it. Update your blogs, renew your classifieds, and write new articles and press releases. Remember, your competition will be working to stay ahead of you, so every time you reach the top, someone is likely to compete for that space.
Learning and Growing
The internet contains a wealth of information to help you with your marketing. I also suggest attending seminars and workshops where you can network with other business owners and exchange tips and information. Though many free seminars are designed to sell products or services, many of them still provide valuable tips.
Attend internet marketing seminars and small business workshops to meet other like-minded people who have goals similar to your own. Surround yourself by others who are more experienced and who know more than you do; learn from them and avoid some of the common mistakes and pitfalls they might have experienced along the way.
Getting a Website
Remember what I said about a website? As your business grows and your client base increases you will find yourself wanting a great website. Like any other type of business or service, there are many website designers who advertise on the internet. For a website to be effective, it is very important that it be created by a professional who is familiar with techniques for optimizing the site and getting a good ranking. Anyone can create a great looking webpage; but only a real professional can build a website for your business.
The best place to find a great web designer is at seminars and workshops. Talk to long-time business owners who already have websites. Get referrals and interview several website designers before choosing one to work with. A website can be somewhat expensive, but well worth your investment. You can either pay for an inexpensive site that looks great, but doesn’t provide results; or you can hire a professional, pay a little more, and see how quickly it pays for itself when the clients come rushing in and your phone is ringing off the hook!
Get off the Yellow Pages! Get on the Internet! Start Slow, but Think BIG!