Facebook,Twitter,Marketing

When a recession hits just about every company is going to feel the effect of it to an extent, although it can vary wildly depending on the industry. One thing that tends to remain constant in a credit crunch is that larger companies find it easier to weather the storm, while smaller businesses are put at a much greater risk.

One of the first things many businesses will do during a recession is to cut their advertising spend. It’s often a knee jerk reaction aimed at saving costs in the short term. During a standard recession, the first thing that’s usually affected is the offline advertising spend, and that has held true during the current credit crunch.

However, recent studies have shown that spending for online advertising increases. Why do people so quickly abandon print media and put their faith in online methods during a recession?

The Importance of ROI

Methods that can achieve a measurable Return on Investment is something that many companies will turn to when money is tight, which can explain why easily scalable and measurable online campaigns where every click and sale can be tracked in real time are so appealing.

Print advertising can be powerful and is arguably better at achieving long term goals such as brand awareness, but the actual financial returns can be difficult to measure and take much longer to appear on a balance sheet. In contrast, an online campaign can see results in a matter of days, making for a short term but much more controlled advertising investment.

Advertising Budget or Cost of Sale

There’s some debate about whether some forms of online advertising should be included in a marketing budget at all and that the methods used should instead be labelled as ‘Cost of Sale’.

The reasoning behind this logic comes from recent surveys that suggest a huge number of people don’t look beyond the first page of results when searching for products and services through Google. A survey from iProspect in 2009 suggested that as many as 68% of all internet users won’t move beyond the top ten results in a search engine.

Of course, this means that unless you happen to be appearing on the first page for your keyterms, you are missing out on over two thirds of your potential traffic. In turn, this means that getting your page on that top level of results will mean you are nearly guaranteed to increase sales by a large amount.

Moving towards quicker returns rather than long term brand awareness campaigns makes sense during a recession. Online advertising and increased interest in getting good rankings in Google can be a more powerful tool than print media simply because those finding your website in Google have already been searching for something related to your business – not just casual readers of a newspaper or magazine.

There are plenty of different forms of online marketing, however. Let’s take a look at three of the most popular sub divisions.

Pay Per Click

Pay Per Click (PPC) advertising can be effective when targeted correctly, but it’s also expensive and has the potential to fail miserably if careful research is not done beforehand. The most popular form of PPC uses the absolutely massive network of Google AdWords.

The bonus of PPC is that you only pay when a user clicks on an advert rather than paying simply to display that advert to thousands of uninterested users. It’s also less likely to get blocked out by a users filtering software.

PPC works best on sites that sell products that are considered low risk or impulse buys. The method may give quick returns but is a risky proposal for many small businesses and can be incredibly costly in the long term.

Banner Adverts

During the early days of the internet boom when users were first coming online, banner adverts were one of the most popular ways to send advertising to consumers.

However, in the last few years the effectiveness of the banner advert has been greatly reduced. People have learned to subliminally filter out the banner adverts as spam, while several different programs available can even physically block out adverts completely from a site.

There is simply not enough interest and click through for banner adverts to make a sustained campaign worth the investment.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is a huge area, and despite its importance it’s one that many companies are often wary of. This is normally due to lack of knowledge about the benefits or potential ROI from a good, ethical SEO campaign.

However, if the right company is chosen and the business ensures that the company produces their results using ethical SEO methods, then an SEO campaign can be hugely successful. Finding an ethical company is by far the most important element however. Unfortunately some SEO companies will simply try to employ a one size fits all tactic to your company that will give you poor results or worse use methods that could see you being penalised heavily by Google.

SEO can take longer than a PPC campaign to see a result, but over the space of just a few months many companies experience a large influx of traffic. Even better, this traffic is often targeted as it’s coming directly from search results on your chosen topics. Ten hits on your site from people looking for your product are better than one hundred random hits that have no interest in your services at all.

Used well, SEO can give you a much better and long term ROI solution than PPC advertising, as you’ll website will be placed directly in front of people searching for your keyterms. This is ultimately a lot more effective than traditional methods of advertising online and can be a lot cheaper in the long term, too.

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Nowadays, everyone is dependent on the internet. That is why more and more people are designing new and newer websites. There are thousands of websites that hit the internet market every day. Due to increasing the search engine ranking of the website is becoming difficult.

In this article I will provide you some tips to increase the search engine ranking. Using the following you will definitely be able to popularize your site.

The first thing that you should keep in mind while designing a website is to follow the guidelines provided by search websites. If you will just follow 80% of the guidelines it is sure that your search engine ranking will increase a lot. This is because search websites give priority t the websites which are designed according to the guidelines.

Use different keywords in your site. But use the keywords that are related to the content of the website. Sprinkle your keywords all over the web page. This is because when somebody searches about a particular keyword in a search tool then the search websites search for the websites in which the keyword is present and according to that make the list of the websites. Use high quality keywords but avoid stuffing it at each place in the site. Use the keywords where it is actually required.

Build a website link and place it in different places. Due to this the popularity of the link increases and hence ranking will also increase. You can also place your site link in other websites. Take the help of blogs and forums to increase the popularity of your website. This will make your site so popular that it will definitely reach the top ten of the search engine ranking.

In free web directories place the link. Write different articles for the products in articles directories and place the link of the website in the article. This will boost up ranking of the website.

Paid websites are also helpful in increasing the popularity of your website. This is because search websites give priority to the paid websites and keep it on the top of all the free websites. So it is important that you put your articles and links in the paid websites. Search for the best popular paid websites and use it to popularize your website. Mostly paid websites are for articles and for building back links.

Use simple code to increase search engine ranking. The best code in which you can design your website is HTML and DHTML. Do not include flash in your website. Animations and videos are the things that search engines do not count. So including flash is of no use. Also always use high quality and clear content in your website.

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You are here probably because even after spending fruitless hours doing what you thought was Search Engine Optimization, you just realized that no matter how hard you try, your website doesn’t seem to rank as well as you would like it to. And that even if it did rank well all the peripheral work you would have to do on your website to maintain the good page rank on a regular basis is no easy task. If this is the case then you need an expert to optimize your site for you.

Without search engine optimization a website would not be able to publicize and distinguish itself properly from the thousands of similarly themed sites. So what sets your website apart that it will be ranked higher than countless others? The answer lies in a good page setup, strategically placed content with the right keyword density to enable easy detection by search engines and popularity among people.

The best tip to find if a SEO company is good if they are highly ranked themselves with a PR better than 5. Strategy also counts for a lot especially since your competitors will try every trick in the book to get higher traffic flowing to their websites.

But do you really need SEO?

Before paying a professional SEO company bundles for their services you need to know if its really needed in the first place. If your product or service is already well known then it most probably doesn’t need SEO since it isn’t competing with a whole lot of competition. However if your site is in a popular niche and is one among hundreds of similar sites then you may need the services of a good SEO expert to get you to rank higher.

How do you select the right SEO company?

Do as much as of a background check on your SEO specialist as possible. If possible, check if their current clients would recommend them. Here are some factors you must consider before you choose your SEO specialist.

If you decide to check an SEO company before you take the plunge enquire as to the methods they employ to optimize your site. If it seems credible then well and good.

Also ask your peers for suggestions on which SEO companies are reliable and ask the company for information on their past clients. If they refuse this then you have reasons to be suspicious.

You will need to make your choice from the hundreds of SEO companies available but a respectable SEO company will make sure that your website gets the right exposure from back links and strictly white hat methods to ensure that your site is Google friendly.

These are only a few of the many ways you can check up on the SEO site you have set your eyes on.

Things you need to watch out for:

The bitter truth of SEO is that not all companies who profess it are reliable. However, doing your homework well can reduce the risk of hiring fraudulent companies. A good SEO company with start off by providing you with a website analysis report that will analyze page design, functionality and content and report back to you with an initial estimate of what realistically needs to be done to improve search rankings. After an analysis is done, they would figure out the appropriate keywords and key phrases that will optimize your website in the particular search for the keyword you mention in major search engines. A respectable SEO company will also make sure that optimization is an ongoing process, and not just a one time deal which would end once the high PR is achieved. You should ensure that you get continued support from the company even after the deal has expired or else all the positive changes that has occurred would disappear instantly once the deal is done.

Thus by being careful before you decide you can ensure that you find the right SEO consultant for your budget who offers you something of value without you getting scammed.

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