Alright, big business is another thing, but for small business owners they will most often want to build their market close to home. When you focus close to home your Search Engine Optimization will produce much better results. Even if you plan to reach further afield it would be wise to build up the home base first. Of course you can do both because you have more than one page to send out signals with targeted keyword.

Before SEO became the big way to market your web site, and ultimately your solutions, there were many attempts made to make advertising work for business. Banner ads, pop up ads, pop under ads and obnoxious flashing ads were all tried and they all failed. Only in the last few years since Google has linked advertising with searching in their Pay Per Click (PPC) ads has their been any success. Linking ads to searches is the key, and who better to do this than a search engine.

But, what does that tell you? When you consider that Google only uses text ads it suggests that the text is the most important part of any ad, and it is, and it gets a boost by being targeted to match search terms. A person searches for soap and a Google ad for soap comes up. That is targeted advertising for sure.

What is important, though, is knowing what works.
Small business owners do not want to study SEO techniques. They just want their business website to place high with Google. As much as an SEO expert may need your thoughts to plan and target search terms, you simply don't care as long as your site is in the top 10.

Push marketing (PPC and all advertising campaigns) works for short terms goals such as ecommerce vendors with brief sales cycles; large inventory clearance, stock turnover and limited time sales. Push marketing is useful when trust is not an issue, such as selling name brand products and lower cost everyday products. Push marketing is expensive because it consumes energy to get your ads visible to a large market.

Pull marketing has a longer time frame for it to get established where quality website content is critical. It is a natural process that works with web marketing principles that share value with a growing market. There are natural ways you can contribute to your websites growth and they are almost always free. Pull marketing gives you a longer reach because you attract your marketing instead of chasing them. Your energy consumption is way lower, but you will have to be patient and consistent.

But SEO marketing campaigns are different

It is easy to be talked into spending money on pay per click ads but is this marketing method a fit for your pull strategy? In a word, "NO!" At some point once your website is established and all the cylinders are firing then a quick burst of PPC ads can make a big difference to kick start your traffic. But to rush into PPC ads early on is poor advise and a waste of money.

It's poor advise because you are mixing push and pull. And it's poor advise because you need to get the kinks out of your page content. It makes more sense to take your time and get your new web site sparkling before bringing in a rush of people.

When you want to market your unique products or services by doing what everyone else is doing then you have chosen a method that doesn't support being unique or original. Maybe it's time to think this through.

Your unique keywords put you in a class all your own. Furthermore, those members of your market segment that are more mature have already tried the common terms to find you, and just as they are further along in their search process they are also further down the buying cycle. You are attracting a mature market through mature search terms.

The month and year right now is December 2011, and what I'm about to tell you is on the horizon as I write this. At a webinar for building strong web content it was said that SEO experts are already seeing that Google's Panda update in January of this year has already put SEO very close to being obsolete. This has come about as Google puts a greater focus on content and less focus on keyword marketing. In other words, there is only so much an SEO expert can do with keywords as the weight is on more content that has relevance with more than a single search terms. If your site has good content it becomes valuable to Google and made more visible.

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