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Search Engine Ranking: Long Term Or Short Term?

Search is an option which has changed our lives in many ways. The approach towards many things has changed and we can’t think of living without a Search option on the internet. Now business have taken totally different advantage altogether, finding new ways to promote their business. If you do a search in Google for your keyword, you will notice the results are split into two sections: Sponsored Listings (along the top and down the right hand side), and the Free Results (also called the Organic Results) down the main centre of the page. The Sponsored Listings are paid advertisements, and the Free Results are the results from the search engine database.

Search engine marketing involves a combination of free website submissions and paid search engine listings, to ensure your website reaches customers using search engines to research purchase decisions.

In Long term it is difficult to guarantee a top position. A lot of work time and effort is required in this process. Website coding is one in which your site is optimised and also increasing the number of inbound links to your website (link popularity), which is also crucial for high search engine ranking.

Because it can take quite some time for changes to take effect, it can often take 3-6 months of work (or even more for new sites) before you begin to see noticeable changes. The long term benefits, however, are very good, because your site is then much better positioned in the free search results, which then provides ongoing free traffic well into the future.

For short term if businesses need to be on the first page of results immediately, then you can take out sponsored listings (called Google Adwords). There are several ways of doing it. One way is pay per click. It is literally free to list your ad in first page of the results but the business needs to pay for per click ad visited. The amount usually depends upon what is specified. Ads are usually ranked according to bid price (although other factors are involved).

The advantage of Google Adwords is that you can be on the first page of results very quickly. The disadvantage is that the benefits are short term. As soon as you stop spending, your ads come offline.

So depending upon your business you need choose which approach would you choose for your business. Option one which is long term provides better results on the long run. Where as option 2 which is short term provides instant results and also a good option for a particular segment.

What method would choose for your business…???


Paid vs. Earned Media

One of the benefits of digital media that it can be tracked, which means measurability. So, how does earned media measure up against paid media, and vice versa?

The terms earned, owned and paid media” have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today.

In Paid media a brand pays to leverage a channel. An example of paid media is display ads, paid search and sponsorship. Analytics packages tell you about what a visitor does once she comes through to your website. Your ad server tells you a bit more about what happened before that visit.

Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key periods to drive more engagement.

Post click and view tracking allows for true measurement of a campaign – it’s all about knowing what happens after the click. By placing tracking code on the conversion pages of the destination website, conversions can be tracked by placement. Sophisticated ad servers also allow for cross channel tracking. Using this technology, we can gauge how display campaigns support search, for example, and the true value of the various elements of campaigns can be evaluated.

Earned media is when customer becomes the channel itself. “Earned media” is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good and bad as well as consider when to try and stimulate earned media through word-of-mouth marketing.

Earned media has the merit of third-party credibility, and it reaches people when they are opted in and value the information. Media coverage in the right publications is still the single most effective tool to raise brand awareness.

With paid media being largely ineffective and earned media facing the growing irrelevance of traditional media in face of burgeoning social media, brands pursue the avenue of becoming media companies in their own right. Bypassing traditional media channels, they either set up their own TV channels, print publications (corporate publishing), or blog networks

Ultimately, your tracking solution should allow you to not only compare your earned media vs. your paid media, but to see the effect that they have on each other (and of course on your search traffic). Instead of merely looking at the most recent source of a visit to your site, a multi-touch attribution model allows you to see what effect different media have on a series of visits to your website.

How to get free website traffic

One question asked by new business owners is “how to increase traffic to my website” this million dollar question which needs to be answered so that business gets successful.  One may say an advertising campaign may help, well it will but there are certain methods which will help website owners.

  • Constantly create and  update the website

Visitors need information and they need it fresh and new content to visit the website and learn interesting facts or purchase items of the website.

  • Offer free newsletters

Again a free newsletter which a visitor to the website has subscribed can contain a lot of information which is beneficial to the visitor. Information about latest product additions and valuable tips and solutions can get customers to visit the website for an actual experience from reading from the newsletter to the website. Newsletters can also help in capturing leads through names and email addresses which is valuable to the business owners.

  • Optimize the website for search engines

Search engines are a great source to get free website traffic. Optimizing the website with the right keywords is highly recommended specially with the ones through the potential customers are likely to use to find the business.

  • Making use of Social networking sites

Millions of people are turning towards Facebook and Twitter to exchange ideas and information. Setting up accounts with these networking sites helps getting free traffic by sending out messages to all the followers.

  • Writing articles and sending them to article directories

Article marketing is popular and effective means of promoting you website. There are many article directories on the internet which accept articles which can be distributed to other website seeking content. This method also shows the expertise and knowledge about the business and this helps gain trust among potential customers.

A lot of effort goes into developing a website and more effort goes in promoting a website. The ability of a business to get free traffic into their website does determine long term plans of the business.