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A Review Of The Reasons Why Search Engine Marketing Is Being Used Instead Of Conventional Advertising

Conventional advertising is made up of adverts in such areas as: newspapers and magazines, on television, leaflet drops to homes, billboards and hoardings in public areas, on the outside of busses and lorries, on parking tickets, and or course Yellow Pages.

These can be costly to produce and then update as business changes require, and so the increasing use of the internet and specific company web sites has brought about a different way that is a more sustainable option for a firm to market its products or services.

A recent study by PricewaterhouseCoopers found that Online spending grew 4.6% to ?1.752bn in the first six months of 2009, while TV spending reduced 16.1% to just over 1 ? billion. They then go on to grade the following methods as online advertising; E-mail promotions, classified adverts, display ads and search marketing.

This illustrates that some companies are identifying some of the benefits of online marketing, perhaps on a cost outlay basis or perhaps because it can be easier to keep an eye on the success of online advertising, e.g. by the number of website visits or email replies.

Most newspapers also have web sites where they can showcase news items and sites such as CNN and the BBC can show latest news from a range of sources. The use of RSS feeds for news can send this directly to a person’s mobile phone that is web enabled. The knock-on effect here is that sales of newspapers have sunk and so fewer people are seeing printed adverts therefore their value to the advertiser is much less.

Those organisations who use Online Marketing as part of their business tactics and want to have their web site optimised for search engine usage will want to be sure that the percentage of their marketing budget spent on this is bringing in business. So they will need to be confident that the search engine ranking for their web site will be on page one of the organic results of an engine like Google when a user enters pertinent keyword(s) in the search.

In order to make this a long-term part of the company’s sales volume it is essential that they use an ethical Search Engine Optimisation business for the work, otherwise they may not get the results they want. Or worse still, may get a good Search Engine Placement in the short term but then find themselves banned by the search engine company for using unethical or Black Hat methods.

There are a lot of ethical Search Engine Optimisation companies who can offer this service all are staffed by a teams of ethical associates who have improved the web sites of many clients so that their search engine listing in on page one long term. They will not promis to get a client onto the first slot as this is not always possible depending on the competition.