A Review Of The Reasons Why Search Engine Promotion Is Replacing Traditional Advertising



Old Fashioned advertising is made up of adverts in such areas as: newspapers and magazines, on television, letter drops to homes, billboards and hoardings in public areas, on the outside of busses and taxis, on parking tickets, and or course Yellow Pages.

These can be costly to produce and then update as business changes require, and so the increasing use of the internet and specific company web sites has brought about an alternative method that is a more maintainable option for a company to promote its products or services.

A recent report by PricewaterhouseCoopers found that Online spending grew 4.6% to £1.752bn in the first half of 2009, while TV spending dropped by 16.1% to just over 1 ½ billion. They then go on to grade the following methods as online advertising; E-mail promotions, classified adverts, display ads and search marketing.

This illustrates that some businesses are identifying some of the benefits of online promotion, perhaps on a cost outlay basis or perhaps because it can be easier to monitor the success of online advertising, e.g. by the number of website visits or email replies.

Most newspapers also have web sites where they can stream news items and sites such as CNN and the BBC can show latest news from a selection of sources. The use of RSS feeds for news can send this directly to a person’s mobile phone that is web enabled. The knock-on effect here is that sales of newspapers have dropped and so fewer people are seeing printed adverts therefore their value to the advertiser is much less.

Those organisations who use Online Marketing as part of their business policy and want to have their web site optimised for search engine usage will want to be sure that the percentage of their marketing budget spent on this is bringing in business. So they will need to be certain that the search engine placement for their web site will be on page one of the organic results of an engine like Google when a user enters relevant keyword(s) in the search.

In order to make this a long-term part of the organisation’s sales volume it is essential that they use an ethical Search Engine Optimisation firm for the work, otherwise they may not get the results they want. Or worse still, may get a decent Search Engine Placement in the short term but then find themselves banned by the search engine company for using unethical or Black Hat methods.

There are many ethical Search Engine Optimisation businesses who can give this service all are staffed by a teams of ethical associates who have improved the web sites of many clients so that their search engine ranking in on page one long term. They will not pledge to get a client onto the first slot as this is not always possible depending on the competition.