Common Search Marketing Questions
- What is the Agito Internet Search Marketing Dashboard?
- How long does it take to get to the top of the search engines?
- What is the difference between search engine optimization and paid placement?
- Why should I hire you for paid placement instead of just doing it myself?
- Doesn’t Google get all the traffic? Why should I worry about any other search engines?
- Why do you say search engine submission is useless?
What is the Agito Internet Search Marketing Dashboard?
It's a product we've spent years building that we use to manage our search engine optimization programs for our clients. It measures key search engine optimization metrics and performance indicators such as PageRank, inbound links, spider traffic, search rankings, visibility trends and more. Clients get online access to the tool so that our service and results are completely transparent.
How long does it take to get to the top of the search engines?
Given the number of factors that contribute to search engine rankings, it's hard to provide a specific timetable. Typically results start improving in about a month. Depending on how competitive your phrases are, how many quality links you already have to your site, how powerful your competition is and other factors, it can take several rounds of optimization and work on your content and inbound linking to get to the top.
What is the difference between search engine optimization and paid placement?
Search engine optimization, or search engine positioning, (seo, sep, seop), is the practice of adjusting your content, your coding, your site architecture and inbound link strategy to get the search engines to show your site at the top of the results naturally. You don't have to pay the search engines to be placed or for clicks. You do have to create quality content and be prepared to do a lot of work and potentially spend some money to get quality inbound links to your site.
Paid placement, or pay per click marketing, (ppc), is the practice of paying sites and search engines to be listed, or bidding in an auction process for clicks from the search engine results pages. The most well known PPC auction is Google AdWords. You do not need to make any changes to your site (although you probably should), but you do have to pay by the month or by the click for the traffic that you recieve.
Why should I hire you for paid placement instead of just doing it myself?
Many people think because it is easy to create a Google Adwords account that they should just bid on a half dozen popular phrases to describe their industry and it's done. Typically, people that do this give up quickly because; a) it gets expensive and they can't justify the results, or b) they find it too time consuming.
A professional pay per click marketer will spend time researching search traffic and come up with hundreds of good phrases to bid on, many of them much less competitive and therefore cheaper to buy. They will have experience writing direct response ads that will far out pull an ad written by a novice and will get more clicks on the ad even though they are paying less. They will advise on landing pages and site copy so that the traffic you get will convert to leads or sales at a much higher percentage.
They will probably use software that allows them to automate bid adjustments, sometimes up to 24 times per day, optimizing for the sweet spot between number of clicks and cost per click and times per day.
They will pull the ads during low converting times and increase spending during prime research hours for your prospects. They can force your competition to pay higher prices and place you in the bid gap where you pay the least for the most traffic. They may also be responsible of tens of thousands of dollars worth of pay per click budgets for many other clients and therefore bring considerable experience to the table.
Agito does all of the above and more.
Doesn’t Google get all the traffic? Why should I worry about any other search engines?
Google gets about 45% of the search traffic. They are also the most well known place to buy advertising, and likely your competition (especially those doing it themselves) is only advertising in Google.
A phrase that costs $1 in Google may only cost 10 cents in a less popular search engine. If you could get 55% of the your search traffic for much less and the other 45% from Google at regular rates, then your overall price is much lower.
Of course it is a lot of work to manage 12 or so pay per click search engines, that is why you should hire professionals that can average the cost of the expensive software to do it across many clients. You are still likely to end up paying less overall for a professionally managed campaign that you don't have to worry about.
Why do you say search engine submission is useless?
First of all, don't confuse this with directory submission, which is required.
Submission to search engines, however, is a waste of time and resources. It comes from flawed reasoning that your pages need to be submitted to search engines in order to be found. Search engine technology works with spiders that crawl all of the links it can find on the web and index every page it finds. If the spider cannot find your page this is indicative of a larger problem that will not be solved with submission.
Pages that cannot be found are either hidden behind internal site links that cannot be crawled (for reasons like poorly designed Java script coding, complex dymamic URLs, etc) or completely hidden from the rest of the web with not a single link from another site.
If your pages are not indexed in the search engines, then your site has much bigger problems than submission can solve. Search engines derive a great deal of information about the content of pages from the sites and pages that link to them. The quantity of inbound links to your pages, the quality of sites and pages that link to them, and the words in and around the links themselves play a major role in the ranking of web sites in the search results. Even if your poorly linked page is in the search engines index because of submitting, it won't have a hope of ranking in the top results without better linking.
With a good linking strategy, your pages will be crawled and indexed by the search engines regularly. With our search marketing dashboard, we monitor the various search engines spider activity on all our clients sites.