There Are Two Types of Marketing on the Search Engines
(Continued from Part 1) When it comes to the search engines, there are two types of listings: Organic rankings and Paid rankings. The results that you get for free are the organic listings. Let's take this page and use it as an example. We wrote this page about marketing on the search engines and posted it on our site. We then pinged the search engines to let them know about our new page. With some time, the search engine spiders visited our page, read the content to determine what it's about and then placed it in their SERPs. Finally, people like yourself go to the search engines and search for something like "what is search engine marketing", find this page listed, visit it and read it. When your website is found this way through the search engines, where your site is listed in the SERPs, it's called "organic search engine rankings". Of course, getting listed high in the SERPs can take a while to achieve.
On the other hand, paid listings are different. First of all, there are some search engines and directories which you can pay to be included in their listings. Yahoo's directory is the best example of these paid directories. Additionally, most search engines offer "Sponsored Results" advertising. Google has Adwords. Yahoo has Publisher. And Bing has Adcenter. All three of these search engines offer Pay Per Click (PPC) advertising that'll place your advertising directly above or to the right of the natural search results. Then you simply pay for each visitor that arrives at your site via the advertising.
The Power of Combination
A lot of people think that they should focus on one method or the other. In actuality, though, it's best to employ both methods at the same time for maximum search engine visibility. In fact, here's a little known fact: a website that has a paid advertisement on the same page as a natural search engine listing is 400% more likely to make a sale than if they just employed one method or the other.
Therefore, your first step with search engine marketing should not be determining which method to choose. Instead, you should work with an expert that understands both organic and paid listings and knows how to find the proper balance for you and your business. This expert should also know how to achieve the maximum conversion of visitors into faithful customers. It's also important to understand that with search engine marketing, the amount of traffic that your site receives isn't really that important but rather the number of sales that it generates.
Site Rank Is Not Everything When It Comes to Search Engine Marketing
In fact, the common belief that your site's ranking on a search engine is the most important aspect of search engine marketing is just false. Your site can rank lower than a competitor and yet you can still make more money than them if you convert a higher percentage of your visitors into buyers. Let's look at an example.
Let's say that the site listed directly above you gets 100 visitors per day and converts 1% into a $100 sale. That means that they'll make $3000 per month. Your site, only receives 60 visitors per day but because you build more trust with your visitors, you convert 2% into a sale. Well, in this case, your site, receiving 40% less traffic per day would make $3800 or 21% more profit.