SEM Advice from InfoSearch CEO
iMedia Connection: SEM Advice from InfoSearch CEO: "iMedia: What are some of the biggest challenges for SEM firms and online advertisers?Steve Lazuka: One of the most significant challenges for legitimate search engine firms is overcoming the fact that a lot of online businesses have been burned by small SEO firms that over promise and under deliver. There are many smaller operations out there that use deceptive practices that give the whole industry a bad name
iMedia: What are marketers doing wrong with SEM?
Lazuka: The biggest mistake marketers are making is not doing their homework before choosing a firm. Check their Better Business Bureau record. Call their clients. Find out what techniques they use to drive search engine traffic to your site.
If they do anything besides basic page optimization and writing great content, they are probably crossing the line when it comes to what the search engines allow you to do, and it could cause your site to be penalized.
A top-notch SEM firm can make or break your business, so spend some time doing a little research before making a decision.
iMedia: What are some of the biggest misconceptions about SEM?
Lazuka: One of the biggest misconceptions in our space is that there is a magic formula that will help your site rank to the top of the search results. Many low-budget search firms encourage this belief since they want people to believe there is a lot of magic going on behind the scenes to justify their high pricing and hide their poor results from their clients.
The truth is that it's not rocket science. The search engines want relevant, comprehensive and useful information ranking in their search results. All you need to do is give it to them and you will be rewarded with traffic.
Great content is incredibly important for online businesses. Quality content builds trust with visitors, keeps them coming back to your site, and also generates free search engine traffic. The result is more traffic that converts at a much higher rate."
posted by Jen @ 2:32 PM
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