Search Marketing

There are three main areas of search marketing, as follows:

  1. Social Networking
  2. Push Marketing
  3. Web Site Building

We focus primarily on the third form of search marketing, web site building. Why? An analogy should help to explain why this is always our top priority.

Social Networking Is Like Capturing Buzzing Bees

We can think of search marketing as being like your back yard. If you are sitting in your back yard, and a bee flies by, you hear the "buzz" of the bee. That "buzz" corresponds to the "buzz" of social networking. Social networking is short term marketing, attempting to develop online contacts with other people as part of your business's outreach. You're trying to generate some short-term buzz, hoping it will turn into customers.

Push Marketing Is Like Your Planting Your Flower Garden

As you continue to sit in your back yard, you turn to look over at the garden where you see your perennials blooming. This is the equivalent of "push marketing", where the flowers push themselves up through the soil once a year, bloom for a month or two, then die off and hibernate for another year. Or, if you are a really aggressive gardener (push marketer), you plant annuals all over the place and hope they'll all bloom and create beautiful color (customer contacts). Push marketing primarily includes pay-per-click advertising, banner advertising, pop-up advertising, and other forms of paid online advertising.

Web Site Search Marketing Is Like Growing A Tree

Of course, when you sit in your back yard, you almost certainly sit under your favorite shade tree. Most trees live anywhere from 50 to 200 years or more, while your garden's life is measured in days, weeks, and months, and the buzzing of the bees is only intermittent and goes away within seconds. The tree in our analogy is the equivalent of your web site in search marketing. If you grow your site by adding pages to it on a regular basis, this is the equivalent of giving your tree water and sunlight month after month, year after year as you continue to watch it grow and prosper.

Why Grow Trees (Grow Your Web Site) Rather Than Plant Gardens and Attract Swarms of Bees?

You may be wondering why we suggest picking trees over gardens and bees. If you're a big company with a big marketing budget, then by all means you should focus on all three. However, most small business owners do not have budgets that big. They have to pick and choose where they will put their limited marketing money. They don't have time in their busy days to engage in much social networking. So the choice is usually between some form of push marketing (paid online advertising) and web site growth.

If asked our preference among the three, we will always choose web site growth for search marketing. The reason is simple. Social networking takes a lot of time and/or money to generate enough interest in your business to create sufficient sales and a satisfactory ROI. Paid advertising (push marketing) also costs a lot of money, and once you spend it, it's gone. So you have to always get immediate response to your ads, or the money is wasted. But web site growth, in the form of adding pages, is the best value by far in the long run. Every page you add to the site is yours to keep forever. Every page adds to the overall authority level of the site. Every page helps support one or more of your keyword pages on your site. And over time, as your site gets really big (and acquires status as an "authority site" in the eyes of the search engines), every new page you add becomes more and more powerful!

What about in the short run? Do you have to sacrifice short term sales for long term sales when you focus on growing your web site? Not necessarily. When we build and grow your site over time, we focus on developing those keywords that you have the best chance to compete for, keywords that have less competition and therefore don't require you to already have a big site in order to rank well for them. We always keep your best potential keywords in mind too, so that as we grow your site, we're building for the less popular keywords in the short run and the super keywords in the long run.

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