When it comes to building your business online, search engine marketing is probably the most effective way to get y our business and website in front of potential customers. It’s also cheaper than most forms of online marketing, such as PPC (Pay Per Click).
But in addition to search engine marketing being much more cost effective, there are many other benefits to ranking at the top of the search engines.
In this short article, I’m going to cover the 3 biggest benefits of why showing up at the top of Google and the other search engines is so important for your business.
The Benefits of SEM (Search Engine Marketing)
1. The first benefit, and the most important one, of ranking at the to of Google is because that’s where your customers are. Think of it like this… Back in the day, when someone needed a local service, such as a plumber, roofer, dentist, or attorney, they would pull out the phone book and browse through their options.
That’s why Yellow Pages was so successful. Businesses were lining up to get their business featured in the Yellow Pages. Why? Because that’s where their customers were looking for local businesses. Fast forward to 2016, and the Internet, notably Google, has replaced the Yellow Pages. Now a days when someone needs a local service such as a plumber, dentist, roofer, or attorney, they pull out their phones, tablets, or laptops and search for one on Google.
So if your potential customers are searching for local products and services on Google, that’s where you need to be. If not, you are going to lose a lot of customers to your competitors that do show up in Google.
2. The second biggest benefit of search engine marketing is that it makes you look like the expert in your field. Think about it… when you do a search on Google, you automatically assume that whoever is ranked at the top are there because Google views them as the experts in that field. That’s why local search engine marketing is more effective than PPC.
People’s general assumption is that the businesses that are ranked in the paid ads section are there because they are paying to be there (which they are), and the businesses that are ranked in the organic results are there because they deserve to be there. This is what people think, and it shows directly in the results. Over 90% of people who search Google will click on one of the top 3 organic results, whereas only 10% will click on one of the paid ads.
3. The third benefit is the cost savings. When you compare search engine marketing to other advertising costs such as PPC, radio, TV, or direct mail, the ROI is much, much higher. Here is an example of what I mean…
Now, SEM isn’t that much cheaper than some of the other types of advertising, but the return is so much higher that it becomes extremely cost effective. With search engine marketing, you are putting your business in front of people who are already searching for it. Let me repeat that, you are putting your business directly in front of local people that are actively searching for your products and services.
You can’t get any more targeted than that. And everyone knows that the key to successful marketing is to get your business in front of your target audience for the lowest cost, and that is exactly what SEM does.