Left hand page Google results deliver an estimated 5 times the traffic of Google Adwords listing and on a 24/7 basis compared with the limited and ever increasing cost per click of ‘Sponsored Links’ / ‘Google Adwords’.
We’re often asked “Should our business dabble in Google Adwords?”
There are several answers and theories and many businesses will do both Sponsored Links and ‘Search Engine Optimisation’ at some stage. We find many of our existing clients tried Sponsored Links first and learnt the hard way that Adwords whilst beneficial….is not a long term sustainable approach.
My 3 Step Recommendation:
STEP 1:
Invest in a successful website for your business which should include:
(a) A professional and credible looking website
(b) Simple navigation structure for your prospective customers to find relevant information or products
(c) Content on your site, especially the home page that clearly spells out in seconds the product or service your company provides
(d) A number of ways for your customers to engage including a prominently displayed phone number / hyperlinked email address and web form
STEP 2:
Plant the seed for long term sustainable results at a fixed monthly investment through ‘Search Engine Optimisation’. A significant increase in the website traffic should come through between months 6-12 depending on the competitive nature of your chosen keywords. Significant traffic increase and 24/7 exposure on Google to your target market with the successful website described above should get your phone ringing.
STEP 3:
Let the new business sales and profits from ‘Search Engine Optimisation’ boost your ability to then invest in Sponsored Links….after all there is still an estimated 15% market share to be secured.
CONCLUSION:
Both forms of Google exposure will be beneficial for your business when engaging the right professional company to manage the SEO or SEM campaign.
In our experience however, most of our business clients are unable and mostly unwilling to sustain an ever increasing, costly and very limited Sponsored Links advertising campaign.
These businesses prefer to be found at the top left of Google on a 24/7 exposure basis, not only because this is where most of their prospective customers actually click, but more importantly these businesses understand the buying psychology of their prospective customers. These prospective customers continue to use Google to produce and deliver them with results that are the most relevant and trustworthy for their search.
When you are the one appearing towards the top of the search engine, you’re one step closer to closing that next sale….even if the Googler was searching for you at 1am.
