When we think of companies investing in complex and sometimes costly online marketing programs, we generally think of large companies with lots of promotion money to spare. However, it might be even less necessary for a large company to use, for example, a Seattle SEO firm to improve their search engine rankings, than it is for an independent coffee shop on Phinney Ridge.
For a long time, a company's website was its online advertising, and companies spent a bundle on building good websites. Those websites used tags to identify them, and for the independent coffee shop on Phinney Ridge those tags would include keywords like "coffee," "shop," and "Phinney Ridge." When someone wanted to find a coffee place in that neighborhood, they'd look it up, see the website, and head down for a nice hot cup of coffee.
Until recently banner ads, of versions thereof, were the main method of online advertising, and to place a banner or some other clickable item in front of a potential customer cost money. Larger companies were the first to explore online marketing with any vigor. They had the luxury to do so, since they have large budgets for promotion, and comparatively small investment could tell them how effective a new concept of marketing would be.
Money spent on banner ads drove innovation, and the promotional potential of the Internet expanded. Search engines stopped looking for keyword tags and began to look for keyword links, giving birth to modern day search engine optimization. That opened up a whole new door in online marketing, creating a new industry and dramatically increasing the effectiveness of strategic effort, such as manufacturing links to generate traffic.
Again, large companies were the first to experiment with this concept, and the marketing departments of most large companies contain a team that knows how to do this. They have deep pockets, and they are investing more and more in strategic online marketing. That means that those companies are building robust and diverse keyword links to their own website, making it more and more visible. Smaller companies that are not playing the game run the risk of being left behind.
The thing with greed is that it always eats more than it can handle. After a dedicated SEO department has achieved dominance in all the keywords most relevant to its company's business, it will expand to other related keywords, even if they aren't as relevant to their business, just to drive traffic.
So while there might only be a couple of independent coffee shops in the Phinney Ridge neighborhood, they aren't only competing with each other for search engine rankings. They're also competing with larger companies, such as online retailers and major coffee brands, that will gradually push their site down the rankings while vying for the top spot.
Therefore, while the first clients of a Seattle SEO company were probably larger corporations investing a fraction of their marketing budget in online experiments, today smaller companies need to get on the bandwagon. If they don't, they will lose their visibility online. The money they spent on that snazzy site will be wasted. As web traffic dwindles, customer traffic will dwindle as well.
For a long time, a company's website was its online advertising, and companies spent a bundle on building good websites. Those websites used tags to identify them, and for the independent coffee shop on Phinney Ridge those tags would include keywords like "coffee," "shop," and "Phinney Ridge." When someone wanted to find a coffee place in that neighborhood, they'd look it up, see the website, and head down for a nice hot cup of coffee.
Until recently banner ads, of versions thereof, were the main method of online advertising, and to place a banner or some other clickable item in front of a potential customer cost money. Larger companies were the first to explore online marketing with any vigor. They had the luxury to do so, since they have large budgets for promotion, and comparatively small investment could tell them how effective a new concept of marketing would be.
Money spent on banner ads drove innovation, and the promotional potential of the Internet expanded. Search engines stopped looking for keyword tags and began to look for keyword links, giving birth to modern day search engine optimization. That opened up a whole new door in online marketing, creating a new industry and dramatically increasing the effectiveness of strategic effort, such as manufacturing links to generate traffic.
Again, large companies were the first to experiment with this concept, and the marketing departments of most large companies contain a team that knows how to do this. They have deep pockets, and they are investing more and more in strategic online marketing. That means that those companies are building robust and diverse keyword links to their own website, making it more and more visible. Smaller companies that are not playing the game run the risk of being left behind.
The thing with greed is that it always eats more than it can handle. After a dedicated SEO department has achieved dominance in all the keywords most relevant to its company's business, it will expand to other related keywords, even if they aren't as relevant to their business, just to drive traffic.
So while there might only be a couple of independent coffee shops in the Phinney Ridge neighborhood, they aren't only competing with each other for search engine rankings. They're also competing with larger companies, such as online retailers and major coffee brands, that will gradually push their site down the rankings while vying for the top spot.
Therefore, while the first clients of a Seattle SEO company were probably larger corporations investing a fraction of their marketing budget in online experiments, today smaller companies need to get on the bandwagon. If they don't, they will lose their visibility online. The money they spent on that snazzy site will be wasted. As web traffic dwindles, customer traffic will dwindle as well.
About the Author:
I'm a social media marketing professional specializing in affordable SEO services. For more resources and information, check out AudienceBloom affordable SEO services.
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