- Canadian promotion of web sites
- Search engine optimization in Canada
- How to select a Canadian search engine marketing company
- Tips on how to place your web site organically on Google
- Keyword bidding PPC for placement and how that works
- Social marketing for Canadian web sites
- SEO marketing strategies
- Building trust and backlink votes for your web site
If you are planning a new web site or have an existing site that you want to promote, the process of getting it in front of people at the top of the search listings can be a daunting task for those that are not familiar with search engine marketing. Statistically 80% of traffic comes from keyword search on the web so unless you have national brand awareness like Nike it is critical that you help your sites online presence as it will be difficult to achieve success through more conventional marketing methods of print collateral, trade shows TV and radio. All these can help but they are high cost lead generators and they won’t get at most of the bigger search market that has the potential to visit your site. Remember web site marketing is less about branding than it is about conveying information and closing sales.
There are two main ways to market your site to achieve excellent search engine placement. The first is organic search engine optimization which is a complex subject dealing with algorithms ... but over the long haul this is the cheapest and most effective way to market your site and the cost per targeted lead is very low once the site has placement. The second is pay per click (PPC) like Google Ad Words where you can essentially buy your way to the top with sponsored ads. PPC is immediate but it can be costly over the long haul. Both will be discussed in detail on other pages of this site.
In general the most effective web site promotion strategy is to use a combination of both organic seo and pay per click keyword bidding to market the site. Read on to find the balance between the two. Organic search engine optimization should be done by a professional (see Finding A SEO Company page to learn how to pick one). Doing the wrong things from a seo perspective can be more harmful than good if you don’t know what you are doing and the search engine algorithms change and morph frequently and you have to be on top of the requirements to avoid pitfalls. Canned search engine optimization programs are not very effective and fall out of date quickly. Better to focus on your customers, products and services and leave the seo work to experts that have proven track record results.
So assuming you find a good seo company and through onsite changes on your web site and offsite seo strategies like trust, backlinks and social marketing you get your site placing decently over a few months what next? Well first of all, organically your site should be optimized for your main theme and geographic catchment area. The catchment area may be as narrow as an individual city or as wide as a state, country or international presence. Your search engine optimization provider will have to learn your business and that of your competitors to help you decide on market reach. Your secondary themes or sub themes are a different matter and it is difficult in most markets to place a site for every possible theme. This is where PPC keyword bidding can be effective and cost manageable. If your organic placement takes care of your main site themes then your keyword bidding using Google Ad Words or Bing/Yahoo PPC can be very effective and reasonable cost for sub themes ... provided the campaigns are set up with long tail keywords, good targeted ad impressions to match the keywords and the correct attributes to make sure your ads are only showing in the markets and demographics you want to reach. Set aside a daily keyword bidding budget that you can afford and expect about a 10% pay per click marketing cost. Again, PPC is a little bit like the stock market and you are best to use experienced PPC marketer who will charge a small fee for their service – usually 10 – 20%. Stay away from flat rate programs where you don’t get to see the actual stats print outs from Google. Remarketers and unspecialized companies like Bell and Yellow Pages ... beware. Bigger is not always better. Choose based on the companies testimonials and proven ability to place sites organically for short tail keyword phrases and in the case of pay per click, get the rundown on some of the campaigns they have running with references from the customer using the keyword bidding campaign. Buyer beware ... this is not something you want to choose the neighbor or a cousin to do – get a proven professional and it will pay off.
If you do this right, and provided your product or service is viable and cost competitive, then you should be able to ramp up your efforts both organically and PPC and achieve excellent revenues while keeping your overall marketing cost in the 7% – 10% range. In other words your web marketing boils down to a well controlled numbers game that is scalable for your business.