Financing and maintaining a sufficient revenue stream to ensure success and attain desired goals is in the forefront of every business owner’s mind, especially in these uncertain economic times. From small lawyer firms competing with the “giants” in the middle of New York City or Boston to flower shops strewn throughout New Jersey, nothing is more important than projecting the right image and providing the necessary products and services that customers demand. The major obstacle and expense is marketing and effective advertising.The household items consumers purchase have not really changed for the past 30 years. Every individual will purchase flowers, real estate, automobiles and even have the need for an attorney at some point in their lifetime. Shopping methods, however, have changed. No longer do the majority of people turn to the phone book when searching for businesses or services. The shift has been to searching online. What has accelerated this situation further is the explosive proliferation of web enabled phones.
Now individuals can find any business providing a needed product and service and have it mapped out with turn by turn directions for the ultimate convenience. The internet and all the millions and millions of websites are available to look at on a moments notice via smart phones. Which sites will be displayed in the first few search result pages will be determined by a number of factors. How many working quality hyperlinks does a website have and does the site have the most relevant text to the search being done? Does the website rely strictly on flash or is there the correct balance of static images with a well laid out and user friendly form? Does the website get updated with relevant content regularly or has a “set it and forget it” type of approach been used?These are just a few of what may seem to be an endless amount of questions and quantifiers which search engines and directories will examine. While a poor quality effort in one area will not necessarily prevent the chance of a customer finding a business’ website, it does provide an increased opportunity for the competition to be discovered first. Unfortunately there is not any definite guarantee that a particular website will always be listed in the number one top search result, but there are ways to improve one’s standing in relation to other businesses competing for the same clientele.Relying on pre-fab software packages to create a workable website is not the right solution for any business. Simply throwing up a website will not yield very positive results. Effective search engine marketing (SEM) and search engine optimization (SEO) need to be utilized, whether it is a business targeting a local audience or a worldwide audience. In essence SEO and SEM are “playing to” or “selling” the website and contents to the search engines and directories with the intent of getting listed and noticed more prominently in the search results.
How to achieve this goal is where experience and knowledge of the specific target clientele comes into play. Website specialists experienced in SEO and SEM can lead to improved income revenue while requiring very little expense compared with traditional print ads and commercials. As with any type of advertising it is always a work in progress as the optimizing and marketing will require ongoing fine tuning to stay competitive with other rival businesses. SEO and SEM are not an exact science, but more of a fluid canvas which can be worked to create a thriving business.