The search optimization landscape has changed significantly over the past few years. Many marketers are preoccupied with optimizing their web sites for free rankings in search engines. However, one search optimization expert advises marketers to safeguard their businesses by not investing in an optimization-only strategy. Today, many search engines no longer provide free search results. Companies must pay to be listed there. If they don’t pay up, they’re missing the opportunity to reach a lot of consumers.
It’s now expert against expert for ‘top ten rankings, in a very tight playing space. Optimization is a vital part of a successful search engine optimization marketing strategy, but a lot of companies are relying on it. That’s like walking on a high wire without a net. Companies that want instantaneous traffic from search engines should go for pay-for-placement advertising. Even once solid rankings are achieved through search optimization, advertising is a complementary campaign.
Another problem with optimization is the constant battle against search engines and competitors for high rankings. Algorithm-based engines continuously change how they rank web pages. And competitors constantly modify their sites to achieve or sustain rankings. Many companies are now outsourcing optimization to search engine optimization marketing firms, or training an in-house team.
It’s a balancing game for the champions of this sport. When keywords are too expensive to bid on, marketers can lower or drop their bids while they’ve scored free rankings. And for the keyword rankings they can’t get through search optimization, or if they need a traffic jolt, they can pay for placement.
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