Getting The Balance Right In Search Engine Marketing
Despite popular opinion, search engine marketing is not purely about paid search. Rather, it is marketing through the search engines using both paid and organic search. One of the difficulties with organic search is determining your return on investment (ROI). That doesn’t mean it should be ignored.
Where businesses need to focus, especially new businesses, is on the balance between investing in paid and organic search. It is easy to determine the ROI when it comes to paid search. For this reason, you can target hundreds, sometimes thousands, of keywords. This, together with targeting features, means you can advertise your business to a much wider market.
Organic search can be slow. However, that can work in a new business’s favor. While paid search brings in the bulk of a website’s traffic, organic search can slowly build in the background, especially if you only target a precise set of keywords. As your organic traffic grows, you can start to diversify your keyword list; in the meantime, paid search is still delivering traffic. The overall effect is a slow but steady growth in the business.
A mistake that many new businesses make is to throw 70% or more of their marketing budget at organic search and leave the crumbs for paid search, social media marketing, and perhaps other forms of advertising such as banners. Often, the balance should be reversed with paid search receiving the bulk of your marketing budget while organic search is left to slowly develop.
Every niche is different, of course, and some niches respond well to social media marketing rather than search. A little research and a lot of testing is the best approach. With search engine marketing, achieving a good balance between your paid and organic efforts can result in a profitable business from day one – and a business that will continue to grow over time.
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United Kingdom (UK): London, Birmingham, Leeds, Glasgow, Sheffield, Bradford, Liverpool, Edinburgh, Manchester, Bristol, Kirklees, Fife, Wirral, North Lanarkshire, Wakefield, Cardiff, Dudley, Wigan, East Riding, South Lanarkshire, Coventry, Belfast, Leicester, Sunderland, Sandwell, Doncaster, Stockport, Sefton, Nottingham
Canada: Toronto, Montreal, Calgary, Ottawa, Edmonton, Mississauga, North York, Winnipeg, Vancouver, Scarborough, Québec, Hamilton, Brampton, Surrey, Laval, Halifax, Etobicoke, London, Okanagan, Victoria, Windsor, Markham, Oshawa, Gatineau, Vaughan, Kitchener, Longueuil, Burnaby, Ladner, Saskatoon
Australia: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Newcastle, Wollongong, Logan City, Geelong, Hobart, Townsville, Cairns, Toowoomba, Darwin, Rockingham, Launceston, Bendigo, Ballarat, Mandurah, Mackay, Bundaberg, Bunbury, Maitland, Armadale, Rockhampton, Adelaide Hills, South Brisbane, Hervey Bay
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