The good, the bad and the ugly of search engine marketing

The good, the bad and the ugly of search engine marketing

Everyone knows that search engine optimisation is the only way of climbing to the top of Google's search engine results page for a given selection of keywords. More and more businesses are starting to use website optimisation techniques to boost their rankings and increase the amount of web traffic directed to their sites. And whether it's a short-term PPC management campaign you are running yourself, or a long-term natural search engine marketing campaign run by a professional SEO agency, the benefits - specifically the high return-on-investment and increase in conversions - are likely to be tangible.

Unfortunately, many businesses neglect the integration of search engine marketing into their daily PR routine - partly because it can be extremely resource-intensive. But failure to maintain a consistent SEO campaign - either in house of via a third-party SEO Company - can result in a number of problems. One of the biggest problems resulting from sporadic search engine marketing is the damage it can potentially do to your brand reputation.

If you run a restaurant and your last PPC management and SEM campaign were run three months ago, then your content is unlikely to turn up in a Google search for restaurants in your area. But that could be the least of your worries. If a few bad reviews have gone up on popular blogs or local listings websites in the meantime, these are the first things searchers are likely to stumble across. And if they're making a snap decision about where to eat that evening, they're not going to go to the place that only gets two stars, are they? And this applies to businesses operating in every industry sector. Without an effective search engine marketing strategy, you are at the mercy of other people - potentially rival companies - when it comes to the content relating to your company that people stumble across on Google. Needless to say, this could have a dramatic impact on your bottom line and your reputation.

In short, if you don't think you will be able to keep on top of the latest developments in website optimisation or protect your brand with a consistent, long-term search engine marketing strategy, it may be time to outsource the task to a dedicated SEO agency.

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