Source: MarketingProfs
by Mike Volpe
People have not stopped buying things, so how are they researching and purchasing products since they have made themselves immune to old marketing techniques like banner ads and direct mail?
The answer is with search engines and Google. According to comScore, Americans conducted 11.5 billion searches in June 2008, and Google was used for 61.5% of those searches.
This means it is essential that you make it easy for customers to find you, and one of the most effective ways to do so is search engine optimization (SEO), which focuses on getting your Web site listed in the unpaid, organic search engine results.
Organic listings generate visitors to your site. Moreover, with SEO, you don't pay a per-click "tax" to the search engines, so it usually has a higher ROI than paid-search listings. Finally, if you do SEO right, it can be a competitive advantage, unlike paid search, because anyone can increase their keyword bid to beat you out.
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