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![]() Both strategies can be used to build a business successfully-but which one is right for you? A great way to market your business is to use search engines to help your customers find you online. You will need a sales-focused website e.g, one aimed at creating contact rather than one aimed at assuring customers that you are who you say you are if you use this strategy; otherwise, your efforts will likely be wasted. You have two ways to use search engines to help people find your website; search engine optimization SEO and search engine marketing SEM. Jim Yu, the CEO of BrightEdge says: The key to SEO and SEM is to present the right content to the users at the time they need it in an engaging manner. Search engine optimisation SEO can be incredibly powerful, but its often too slow for a start-up who needs clients as soon as possible rather than in six months time. Its cheap, but its not free-as your time is worth money, too. SEO can be very effective in the medium to long term. Search engine marketing SEM, on the other hand, costs money but can deliver very rapid results. |
![]() Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients. 12 Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. 13 Google's' Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients. Some search engines have also reached out to the SEO industry and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization. 15 16 Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. |
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