What search engines know and
you don't... can hurt you!
Or at least lack of search
engine performance deprive you of
business that you thought you had a chance at.
Search engines used to be fabled
as the fairest of the fair, searching web site tirelessly in order
to determine the best content and give their users the most
accurate results. Your chance to land a top position on a
search engine was supposedly just as good as the corporate giants,
thereby validating the statement that the Internet levels the
playing field for everyone.
The fact is that your site has little chance of being found unless
you have one of a kind services or something else that makes you
very unique. Even then, it's a challenge.
This doesn't mean that search
engines don't play fair. They do. They just make the
rules, change them regularly and won't tell you what they
are. Consequently, you must spend many hours per week
researching this information or hire an expert for your site once
a year just to keep you in the loop.
Phase I - Search engine
The first trick was to hire web
site optimization companies who's specialty was to redesign a site
to take advantage of search engine loopholes and further develop
characteristics that most closely matched the internal rules of
the search engines.
Phase II - Paid Inclusion
What once was free, now bears a
cost. It used to be that once you had a site developed, it
was just a matter of the time it took to submit to the search
engines. Now almost all charge to index your site and don't
even guarantee that they will accept you. Should you be
accepted, you then have to pay up every year. Google is
about the only exception to this rule.
Phase III - Paid Relevance
In the early days of search
engines and even up to a few years ago, the primary task of the search
engine development team was to glean the best results possible off
the web. That is no longer necessarily the case.
Say that you are a pharmacist and
live in Chicago. Obviously the word "pharmacy"
would be one of your biggest and most important words. Sure
there are a lot of pharmacies out there, but hopefully when
combined with the name "Chicago", you would come
somewhere near the top of the list.
Now people bid on keywords.
At the time of writing, the cost on the word "pharmacy"
was $.65 every time someone clicked on it, regardless if they were
in Chicago or Seattle. You still pay if they click.
Obviously the small business person cannot do business this
way. Therefore, once again, the small business person gets
The New Big Thing
At best, the Web is shot-gun
marketing. You put your site up and hope that a few people that
happen to stumble that way will be potential clients and have
current needs that fit your offering.
SeniorMag takes a different
approach. Seniors are already here. If you want to
reach seniors and you advertise here, that's called target
marketing. Shotgun marketing reaches more people
(theoretically), but most of them are not potential customers for
you. By targeting, you have far fewer people but those that
are all fall into the category that you want to reach.
When seniors go searching for a
business or product on SeniorMag, they are not only within the
target market, they are in need. Leads coming from SeniorMag
are highly targeted.
Want more information on
marketing to seniors on SeniorMag? Contact
us and one of our advertising representatives will be in contact with you