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RedSwimmer.com specializes in Fresno Search Engine Marketing and Fresno Search Engine
Optimization (SEO) and we can get you the additional web site traffic you need to boost
your sales. Our services including both Organic Search Engine Optimization and Pay-Per-Click
(PPC) Marketing in all of the major search engines (Google, Yahoo and MSN).
Search Engine Marketing is an effective tool for local Fresno based businesses to
drive more traffic to their web sites and ultimately boost their sales. People
in Fresno use search engines all the time to find local businesses including: Restaurants,
Auto Dealerships, Insurance Agents, Pest Control, Web Design Companies and about
anything else you can think of. The addition of Google Maps has made it even easier
to find local business by incorporating a graphical user interface with an easy
to read map. This map places pinpoints over local businesses which match the user’s
search criteria. We can add your Fresno business to Google Maps and making it easier
for your customers to find you.
Even though we specialize in promoting Fresno business these same search engine
marketing services can be applied to any area of the world where locals use the
internet to find local businesses. The secret to being found in the search engines
is to use search engine optimization to target a specific area (your home town)
through the use of localized keywords so that you are competing against only a small
pool of local businesses (i.e. “Fresno Auto Dealerships, Fresno Insurance Agents,
Fresno Web Design, Fresno Pest Control”). The ineffective alternative is to have
a broad search campaign in which you are competing against the entire world by using
general search phrases like “Auto Dealerships, Insurance Agents, Web Design, and
Pest Control”.
In this next section I will give an overview of the two major facets of search engine
marketing “Organic Search Engine Optimization” and “Pay-Per-Click” (PPC) and list
the pros and cons of each:
Organic Search Engine Optimization: This is where the content of
the web site is tuned (optimized) to target specific keywords which are frequently
used by your customers. These keywords are currently driving your potential customers
to your competitor’s web site, so why not do something about that? Example keywords
for my industry would be “Fresno Web Design” or “Fresno Search Engine Marketing”
or “Fresno Search Engine Optimization”. The organic search results appear in the
left larger column of the search engine results page that usually takes up about
3 quarters of the screen in most major search engines.
The Pros of Organic Search Engine Optimization:
- Drives more business to your web site thereby boosting your sales
- Larger visibility on the search results page (3 quarters of the screen width)
- The increase in traffic is typically long lasting
- There is no cost per click
- Requires only minimal maintenance once the content is optimized
The Cons of Organic Search Engine Optimization:
- Takes time to optimize the existing web pages and often writing additional content is required, which translates to a greater upfront cost
- Delay of 2-4 weeks between the time when the content is optimized and the changes are absorbed (aka "indexed" or "crawled") by the search engines
- Several iterations are required to effectivly “tune” the content to optimally reach your target market. The delays mentioned above contribute to the elongation of this process
Pay-Per-Click (PPC): This approach requires little to no modification
to your web site but instead requires paying the search engines to be placed in the
“sponsored links” column of the search results page. The search engines allow you
to bid on specific keywords and pricing is determined by supply and demand. It is
not uncommon to pay between $1-2 dollars per click so you have to factor this into
your budget. PPC is typically appropriate for businesses that have higher profit
margins or where the value of gaining a new Client is high (insurance brokers, doctors,
web designers and pretty much any type of service provider where Clients come back
again and again or you make residual income).
The Pros of PPC Search Marketing:
- Drives more business to your web site thereby boosting your sales
- Full control over placement on the search results page because you get what you pay for
- Immediate increase in traffic
- Minimal startup cost
- You can pause or cancel your campaign at any time
The Cons of PPC Search Marketing:
- You pay for each click
- Takes multiple iterations and bid adjustments to optimize, but the feedback is quick
- The increase in traffic only lasts as long as you are paying for the clicks
- Requires ongoing maintenance and bid adjustments to maintain competitive placement in the search results
- Smaller visibility on the search results page (1 quarter of the screen width)
Both forms of search engine marketing have their place in most search marketing
campaigns. I usually recommend to my Client’s that they start with PPC search marketing
to start getting an immediate increase in traffic while we build up their organic search marketing
over a longer period of time. Creating an effective search marketing campaign is
an iterative process but with enough time and follow-through we can make your’s
a success. Conact us if you are interested in driving more traffic to your web site
and boosting your sales.
The
Fresno Search Engine Marketing Advantage
- One-on-one service with our Fresno search engine marketing consultant.
- We'll design your search engine marketing campaign and manage it for you. In other words
- full service.
- We take time to understand you and the "personality" of your business,
and direct qualified traffic to your web site.
- We'll maintain your site or let you do so with your own content management software.
- We are a Fresno based business and are easily contacted. Your business matters to us
and you will know that by the personal service you receive.
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