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Before you read this page click on the Yahoo, MSN and Google logos on the right, and type your company's name in the search box. Note the location of your own website in the search results; then continue reading the rest of this page.
Hi, welcome back.
Was your website listed on the first page of the results? Congratulations, you are in the minority. However, before singing victory keep reading and see how your clients use search engines... you might be surprised by what you find.
If you are like most small companies, chances are that your website is not at the top of the list of results. Probably the first listing is a website specializing in your industry and clicking on their link takes you to their website NOT YOURS! Don't settle for anything other than top #1 ranking for your company's name on all three search engines.
Now take a look at how your clients search for your company's goods and services...
You probably spend thousands of dollars sending fliers, hosting expo presentations, traveling to visit prospective clients and placing advertisements in trade magazines. When these potential clients want to reach your company a couple of months after your visit, this is what they do and think:
"I need to buy more Canned Tomatoes, I remember that nice person that came a couple of months ago... what's her name...? I think the company was tomato-world or something like that. Oh well, let me look for suppliers on the internet and I am sure that I will remember their logo or the name of the company."
So, your client, that you worked so hard to attract and get in the bag, goes to his favorite web search engine and types Canned Tomatoes. He doesn't type Tomato-world, he doesn't type your name, he types what is in his mind at the moment and that is Canned Tomatoes. And worst of all, he starts calling companies right down the list... WHETHER YOU ARE THERE OR NOT! It doesn't matter that you are the top #1 answer for "Tomato-world, Inc.", your client never typed that into the search engine.
What can Adapmark do for you?
Yahoo, MSN and Google process about 90% of all the internet searches. So Adapmark focuses exclusively on the big 3. The steps that we take for our clients are:
- Evaluate your website's name. Is your website www.i-cant-remember-whatchamacall-it.com? Perhaps a more effective name is www.tomatoes.com. If your company's name is easily miss-spelled Adapmark will present a list of alternatives to add to your website... That is right; you can have 2, 3 or more www names pointing to the same website at the same time. So, no matter what your client types, they will get to your website.
- Evaluate client's search terms. Adapmark will scan databases with millions of actual web searches to find the most suitable search terms for your situation. For example if Tomatoes had 1,000 hits in the last 90 days but "canned tomatoes" had 250,000 in the same period Adapmark will focus on placing your website at the top of the most popular query.
- Paid Ads. You can appear at the top of the queries tomorrow and start getting results. You set the limit on how much to spend per month, anywhere from say $100 to $1,000. However, when you stop the internet marketing campaign, your website will stop appearing in the search results.
- Free Ads. Adapmark will carefully craft code to insert into your website. Adapmark will notify the major search engines that your website needs to be included in their periodic scans; and entice them to review your website frequently (not once per year). At the turn of a few weeks or months (depending on the characteristics of your website), Yahoo, MSN and Google will start noticing Adapmark's codes and begin to place you higher in the responses to user queries. Note that these showings will continue for months after Adapmark's services are completed.
- Effective wording. To get clicks-throughs from search engine results, your website's description must have pizzazz! Adapmark's message wording can deliver astounding click-through rates over the competition. If there are two tomato suppliers in the search results, Adapmark will make your tomatoes sound MUCH BETTER..
Sounds simple, doesn't it? Well, not really! Our technicians have spent thousands of hours testing different codes to entice each of the search engines to provide the desired response. Sometimes, a search engine changes its programming logic and Adapmark has to start its investigation of the internal workings again. You will gain access to all this knowledge without lifting a finger.
What should't you pay search engines for ad placements?
All search engines have two marketing models, paid-ads and free-find-links. The latter clearly stands out as a better advertising option. Why would a small business use the more expensive of the two?
Research shows that
- Free-find-links have more credibility over Paid-ads which are simply shown when the advertiser pays regardless of relevance.
- Computer users click six times more often on free-find-links than on paid-ads.
- Computer user's eyes follow a scanning path that favors free-find-links over paid-ad results.
- Free-find-links last longer Search engines will continue to show your results for moths after reaching a top position while Paid-ads will stop appearing immediately after your payments top.
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