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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 optimization

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 left behind.

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 shortly.

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