Notes

Search Engine Marketing - Getting The Balance Right
Getting the Balance Right
Ever since the infamous Florida update in Google the business world has concentrated on pushing its marketing budget into paid search largely ignoring natural search like a driver for visitors. This situation was forced on them within the outset as Florida kicked a lot of the bad practice utilised by the organization world inside their lazy SEO campaigns and thus their sites lost all profile in Google searches.

Prior to Florida, the lions share of visitors were shuttled into web sites via Google where there was a practically lemming like philosophy that things would not change. The problem was rooted in the complete lack of understanding by marketing directors who were quite thrilled to throw money at easy to buy link campaigns and incestuous micro site relationships.
When Web Site hit, it absolutely was just like a ?Virtual Hurricane? lashing the business Internet world, when it subsided Florida had swept much of this world clean away leaving the important company stat programmes and log files ?flat-lining?.



Huge retail operations lost their complete natural search profile and yes it sparked a ?gold rush? to acquire supplemental traffic whilst somebody identified what the hell had happened. As the weeks passed the marketing directors realised they'd been complacent and offered themselves like sacrificial lambs for the Search Engine Optimisation industry in the bid to rekindle their organic search traffic.

Mis-Selling
What happened next was comparable for the miss-selling of pensions inside the late 80?s, everyone who had heard the saying optimisation was suddenly an authority and hundreds of unscrupulous agencies milked the corporate world for all its worth without delivering any potential for regaining their natural listings.

After a few months many agencies who had concentrated in ?paid search? cornered the market industry and could give marketing directors some ease and comfort on their ROI. As time went by natural search became a subject to overlook through the respective marketing departments and since the paranoia grew so did the myth that it was impossible to create quality natural search profile.

As a changed a lot of the ?bandwagoners? populating the SEO industry died as they could not fulfil their promises, this is because Google evolved further and became best of all at nailing bad practice. Some scratched out an income in paid search and gradually pushed in the bid prices. In the end medium sized businesses started on the paid search route and prices for generic terms continued to rise and perhaps doubled and trebled. Click fraud became rife as medium size businesses fought for the middle ground and paid search become abused being a process.


Landing Page Algorithm
To counter this Google released a brand new type of algorithm, that one targeted the paid search sell to make sure that the consumer experience was improved and stringent penalties were placed on Adwords campaigns that delivered poor landing pages for visitors arriving over the adverts.

Whilst pretty much everything mayhem occuring, a small amount of optimisation agencies grasped the fact that was needed to set up a website in Google and get it featured ethically in natural search. These agencies learnt to unravel complex dynamic e-commerce websites and make them search engine friendly. Gradually their work started to pay dividends since these new Google compliant websites gained both profile and publicity.

Before long corporate directors began to seek advice about why their company sites are failing in natural search as they could see a few of their competitors were now being successful. Add this to the ongoing paid search issues as well as a gradual understanding that their paid search campaigns were only targeting a tiny market sector and the had turned a full circle. It is increasingly understood now that the best blend is a superb natural profile as well as the usage of paid search being a tactical advertising tool rather complete dependency solely on paid search since the driver of internet search engine traffic.

Search Marketing
As the wheel of optimisation starts its next revolution these day there are real opportunities for marketing directors to ensure they hand pick their Search Marketing agency from the small crop of established ethical companies. These companies provides a service which will ensure that the balance is appropriate which time round there will be no excuses. Any corporate company selling on the Internet must address the natural search verses paid search balance and select a company that can deliver on both fronts.

My Website: https://www.leapfrogmedia.com.au/