Conclusion: Search engine marketing is increasingly the critical edge of online marketing. With the predominance of Google as the preferred search engine around the world - some estimates assert that up to 80% of all searches are via Google - the power of that single engine to determine the marketing position of a company is influenced by this conduit. Obtaining the top results in a search has inspired strong competition from Web marketers. As Google is a fixture for online marketing, avoiding or ignoring it altogether, is unrealistic

What makes the problem of Google's ‘gateway' for Web searches perplexing for managers responsible for the content on the company's website, is how Google affects the potential value of other marketing and promotional activities.

Managers can instigate minor but effective modifications to their websites and tactical promotions in the following two ways:

1. Change the site so that it is receptive to Google's criteria
2. Re-examine, and if necessary change the links and connections with other sites so that it boosts the popularity of your own site.

These small changes may help improve website rankings and produce a marginal improvement in overall return from online marketing activity by attracting greater numbers to your site.

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Guy Cranswick

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Guy Cranswick