There are a handful of advertising options when you’ve gotten your business up and rolling, and each one has their own pros and cons. Television, radio and print advertising is generally seen as being an older, dated method of advertising that still sees a fair amount of use, especially among some of the larger companies out there. Because at a certain point, you need to use it, because your competitors are.
And then 20 years or so ago, all of that got flipped onto it’s head with the rapid growth and use of the internet. It took a few years for an indexing service to come along, but Google worked out a way to wrangle the mess of the web, and give it some order, and allowed users to search the web for what they want. Fast forward to today, and it is again starting to become a tangled mess of advertising avenues. Having a website has become, for the most part, a no brainer, if you have a business, you need a website. Because just how old media advertising was perceived 60 years ago, if you’re not doing it and capitalizing on the advertising, your competitor will be. One of the biggest differences between the old advertising methods and their counterparts of today however, is that the online variants can be tracked and deliver you a definitive return on your investment. Search engine marketing, also known as pay per click advertising is great for immediate branding efforts and recognition, and helps you build your brand quicker than by just word of mouth. Think of PPC/SEM advertising as impulse adverts, like the gum and magazines you see in the check out isle at the grocery store.
The true benefits of online marketing really only become clear when you have the time and the budget to incorporate search engine optimization into your advertising portfolio. It is not to be taken lightly or done in a haphazard way. SEO is the chocolate chips in a chocolate chip cookie, you need to do it right, and it needs to be done in a proper balance otherwise you’ll end up with a poor product, and be met with the wrong side of the ranking algorithm on the search engines. There isn’t much to expand upon regarding search engine optimization, and in the spirit of following our own rule set of keeping it simple, if you don’t know how to properly perform SEO, don’t.