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Paid Search spending (also known as "pay per click") has exploded over the last few years, due largely to the exceptional targeting capability of keyword search. In 2004, the Paid Search market surpassed $3.2 billion, and 75% of marketers surveyed were exploring Paid Search as a lead generation strategy (source: eMarketer 2004). Yet as more advertisers vie for top search positions, the cost of keywords climbs, while the ROI falls. This is known as the "ROI Paradox".
Search Engine Optimization (SEO) boosts your Web site's ability to get indexed organically, decreasing your reliance on Paid Search. Ranking organically with the search engines and directories that matter (Google, MSN, Yahoo and AOL) remains the most cost-effective form of search engine marketing available, and instills greater trust with potential buyers (the 2004 eMarketer study predicts that only 34% of US consumers trust search engine advertising).
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| SEO Project Phase 1 |
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SEO Project Phase 2 |
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| Research user search patterns, keywords and top-ranking competitors. |
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| Develop linking strategies, identify Web hubs and affiliate traffic sources. |
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| Complete Web audit and analyze current site structure and content. |
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| Research, create and submit listings to engines and directories. |
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| Define optimizing strategy and integrate searchable elements with current site. |
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| Monitor rankings and, if necessary, adjust pages and search strategy accordingly. |
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Despite this, most companies have no search engine optimization strategy in place, and the majority of Web sites are designed with little or no knowledge of how search engines work, making them essentially search engine invisible. Worse yet, when search engine optimization rules are violated (many times unknowingly), Web site domains can get banned altogether.
As a result, many companies are forced to continue to pay the rising cost for top ranking positions, often in excess of thousands of dollars per month.
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Enbient lays the foundation for Search Engine Optimization with every Web property we develop. Whether you engage us for on-going Search Engine Optimization work or not, we will always architect your Web site to increase your organic indexing power with search engine spiders. If you already have a Web site, and you would like to build a Search Engine Optimization strategy, we will assess your current site structure for index friendliness, then rearchitect your site to increase it's indexing power. We call this Search Engine Optimization (SEO) Project Phase 1.
In SEO Project Phase 2, we implement the measures that will accelerate your organic ranking results. Just like Paid Search, SEO Project Phase 2 requires time and investment, but as your Web site begins to rise in the organic search results, you can decrease your Paid Search spending and increase your overall Search Engine Marketing ROI. |
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The "ROI Paradox" of Paid Search