Q: What is Search Engine Marketing?

A: There are 2 options when marketing your site on a Search Engine.

Option 1: Search Engine Optimisation (SEO)
Every major Search Engine serves results of web sites that are not paying them any money for the exposure. In effect, this is 'free' advertising. Search engines determine these results based on their own unique algorithms. These algorithms are vastly complex, analysing your site as well as the sites that are linked to your site. By understanding how this algorithm works, it is possible to then massage your site to appear in the top results for searches that are relative to your business. Gaining a good understanding is very difficult to do yourself. It is essential to be able to analyse a large group of web sites, which can then be used to test various theories about the search algorithms being used. With this requirement, you do need to seek out a professional consultant. This is where the advertising loses it's 'free' status. Due to the nature of this work, it is very easy for services to deceive clients at the point of sale. This is why it is essential to only use services that have a good track record and solid testimonials to back up their work.

Option 2: Pay Per Click (PPC) Advertising
Every major Search Engine also allow you to pay for immediate exposure. This involves setting up an account directly with a Search Engine. Ads are created that will display in their sponsored link section. With each Ad, you will specify a maximum bid you are willing to pay for the list of keyword targets that is attached to the Ad. Needless to say, not managed properly, this advertising can blow out to be an incredibly expensive exercise. Too many people use the how-to guides provided by the Search Engine they are advertising with. It rarely occurs to people that these guides are created from a bias which supports a profitable outcome for the Search Engine. Again, hiring a professional consultant in this field will be well worth while. In a very short period of time you will be able to measure the effectiveness of the advertising for your business.

Q: Why should I invest in Search Engine Marketing?

A:

• More people find web sites via Search Engines than any other method.
• Search engines produce highly targeted traffic, leading to higher conversion ratios.
• Search engines promote your site 24 hours a day, 365 days a year.
• Search Engine Marketing is a rapidly growing industry. If your not focused in this area - your competitors probably are. Not investing in this form of marking will give your competitors the edge over your company in competing for new business.

Q: How long does Search Engine Optimisation take?

A: The time depends on how well established your site already is and how competitive your market is. If you have a well established network of links, results can be achieved within 1-2 months. If you are a new site, it is good to allow 12 months for productive results to come through.

Q: Is PPC Advertising effective for all businesses?

A: No. However it is very easy to monitor the effectiveness of this advertising. With this in mind, almost every business should give this advertising a trial to see what can be achieved. At 1st Place Design, we allow our clients to assess results after the 1st month so that they can decide whether to continue or try something else.

Q: What is the most important Search Engine?

A: Google. This search engine is very clearly the global leader. In Australia, Google dominates the search market by supplying around 85% of all searches performed.

Q: What happens when a Search Engine changes their algorithm?

A: SEO companies who are using safe SEO techniques should not be affected by changes made on search engines. The changes only affect those individuals who are employing suspect techniques in order to achieve faster results. It is imperative to take the 'slow and steady' road when dealing with search engines. If your business becomes dependent on search engine referrals, the last thing you need is to suddenly lose all of your results. Due to the vast volumes of business a search engine can generate, lose of results can lead to a complete collapse of your business.

Q: How do I choose a Search Engine Marketing company for my business?

A: With so many unethical companies populating this industry, it is vital to invest time in choosing a company to suit your business. It is very important to select a company with a proven track record that is backed up with solid testimonials from their clients.