3 Benefits Of Search Engine Marketing

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.

SEO Tips For Beginners

One of the most effective forms of marketing for small businesses in today’s digital world is local SEO.  However, most small business owners have no idea how SEO works or how they can apply it to their business.

In this article we are going to talk about a few tips that you can apply to your website right now that will help you rank higher in the search engines when people search for your products and services locally.

SEO Tips For Beginners

There are two basic forms of SEO.  There is on-page SEO and off-page SEO.  In order to rank your website in Google for local keywords, you will need a little bit of both.  In a recent article published in the Small Business Journal, local Hawaii SEO Expert Frank Caparso went over some really cool tricks to help with both on page and off page.  Here’s an overview of what he had to say…

On Page SEO

For this example, I am going to use the keyword “michigan plumber”.  So let’s say you own a plumbing company in Michigan.  When your potential customers search Google for a Michigan plumber, you want them to find your website.  In order for Google to list your website, then need to know that your website is about Michigan plumber.

Here are the changes you need to make to your website so Google knows you are a Michigan plumber.  The first thing you need to do is make sure the keyword Michigan Plumber is in the title of your website.

Next you want to make sure that the same keyword is also in the content of the website as well.  You will have to have it one somewhere on the home page in H1 font.  To do this you can just add this code to the keyword:  <H1> keyword here </H1>.

Off Page SEO

Now that you have some on page SEO done, it’s time to get some off-page work done to help with the on-page work you just did.  When we talk about off-page SEO, we are talking about backlinks and citations.  The more quality backlinks you have, the higher your site will move up.  A backlink is simply another website with a link to your website.

The key here is to make sure the website that is linking to yours is about the same topic.  So any plumbing or construction related site will work well.  But if you have a sports site about basketball linking to your plumbing website, that won’t make any sense and therefor Google will not count it towards helping your site.  It actually might hurt  your site.

Now a citation is a little different.  A citation is your business name, phone number, and website listed on another website.  Here is an example of a citation:

Michigan Plumber Bob

123 Street Name



That is what a citation looks like.  Now, when you have that information on another site, like Yelp or Yellowpages, it counts as a citation.

Now when it comes to off-page SEO, it all comes down to quality.  The more quality the backlinks and citation you have the better your site will rank in Google.

So once you have your on page SEO done, you want to go out and find quality related sites that can link back to your website.  Then you want to find as many quality local directories (or industry related directories) to submit your business too.  These citations are great for your business and they will also count as a backlink.

That is the basics of on-page and off-page SEO, and by applying these simple tactics to your website you can gain a higher ranking in the search engines, which in turn will get your phone ringing!