So…. Search engine optimisation, how does it work?
SEO has been defined as the process of improving visibility of a website or web page in search engines, for example, Google, Ask Jeeves, Bing and Yahoo. The search will go through an organic or algorithmic process in order to reach the desired search results. The greater the frequency or height that the site appears in the search results will have a significant impact on the number of visitors the site will receive from search engine visitors.
Other forms of search engine marketing (SEM) target paid listings. Google for example, place sponsored links at the top, using the same format as real results, therefore giving the impression that they are part of the organic search. It has been suggested by Smith (2008) that consumers are desensitised to advertising and 75% of online searchers will happily skip over these sponsored results and go straight to the organic outcome.
I would describe the Google Ad words tool as a genuine piece of technology innovation.
Google 2010 income statement shows total revenue of $29.2 billion (97%) of which came from advertising revenues (Google finance 2010) Amazing stuff really!
What do practitioners need to look out for ?
Well firstly, Ad Words can be costly, so as a PR practitioner is it important to set a budget that you can stick to.
- - Cost of Customer Acquisition
- - Use in conjunction with traditional PR / marketing channels.
- - React to trends not individual conversions.
Why is Google’s reputation so good?
Google’s online credibility is down to their excellent reputation management service, seeking to effectively address any online activity that could have a negative affect on a businesses reputation. Google achieve this by keeping all positive information at the top of search engine rankings. By providing consumers with effective SEO, the company is now regarded as the number one online search facility.
