Going Down The Optimization Path Does Not Always Make For The Most Appealing Websites
The search engine optimization section of Online Marketing can be a brilliant way to get new business from a very large catchment area. It can of course open up your item or service to the complete technological world but sometimes the methods of optimization put forward by the experts are hard to incorporate into your site while keeping it’s honesty as a respectable site for a client to read.
There is no question that reaching a decent Search Engine Placement listing, in particular a page 1 listing will really advance your company – as long as it is appropriate for online sales or can motivate online enquiries. Page 1 placement can be achieve in a couple of different ways, search engine optimization or pay per click advertising. Pay per click advertising does not alter your website in any way, it simply advertises it in the top “paid” area of the search results provided that you pay the right price for the page 1 listing. With search engine optimization however this is not the case. When this works properly your site will be positioned on page 1 (assuming the optimization has been carried out correctly) in the organic segment of the search results, making sure that you receive at least 50% more visits to your site.
The cost comparison between the two differs quite considerably, with pay per click demanding a lot of budget, whereas optimization can cost around
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Is Online Marketing Making The Buying Decision For You Or Is There Still adequate Choice?
Conventionally the buying decision is made after considerable time and effort spent in sourcing the correct product or service, physically navigating around one or more outlets and followed by a period of negotiation (the level of which is based on the product in question).
For a business who sells solely on the net though, the buying decision is less about contrasting and comparing available goods and more about a thriving Online Marketing campaign and the employment of an effective and diligent Website Optimization Company.
If we rule out the price and quality comparison sites for the sake of this debate we can see that there are a number of factors in the traditional buying process that are short circuited on the Internet.
Firstly, geography, which is a huge restriction for any non-internet purchases. Buyers are constrained to what is available within their local area, otherwise they have to put up with a long journey. Locality of course is relative as some people will be ready to travel the longer distances and search in a much wider sphere than others. An internet purchase is location neutral, with the potential exception of a raised posteage charge. FEfficient Search Engine Placement will mean that an individual can buy from anywhere in the World, perhaps without knowing where the items are coming from.
Secondly, variety. Whilst the birth of the Internet and access to global markets would seem to give the buyer extra choice, is that actually the case? A number of firms, who have the resources, will employ effective and strong online marketing strategies to make certain that their search engine placement is as robust as it can be. A company offering the same items for reduced prices may not be visible in the search engine lists. They may not have the resources to employ the same quality of Search Engine Optimization Company, and therefore given the profile of Internet buying habits and the tendancy for searchers to buy from page 1 the lower priced items may well be unnoticed by the market.
Lastly, availability. There is an increasing grumble that the “just in time” stocking strategies of high street outlets means that buying decisions are being made on what is available ( “I’ll take it in Green if that’s all you’ve got….but I really wanted Red”). The internet would seem to offer boundless stock but again how many people are prepared to spend time in looking through listings after page 1 or 2. As with high street shop it is likely that the buying decision will made to save a few more seconds of browsing.
What we seem to have is the situation where efficient Online Marketing strategies run by a small number of firms will effectively control the market. In physical retailing one can always look around the corner, in the technological world however you are effectively told which corner to turn.
Through effective Search Engine Placement successful sellers can run the virtual high street and on the internet there are no secondary and tertiary pitches. What you are shown is what you get to choose from and most people will.
