Investing in Search Engine Marketing

When financial times are tough often one of the first items a business attempts to skim off the top line are their marketing investments. Oftentimes this is the best opportunity to market your company, either through SEO or a more complete integrated marketing campaign. The reasoning is fairly simple. Companies are able to receive quite a bit more “bang” for each of their marketing dollars. This is largely a result of the fact that other companies are deciding to reduced their budgets, yet the advertising space available remains the same and even grows.

The international financial markets are currently experiencing a ‘run for the hills’ mentality. I certainly will not discredit those leaving. However, most of the individuals are those who placed all their eggs in one basket and did not diversify their portfolios. Those with diversified portfolios, realize that over time the stock market has provided an excellent return on investment to those who stay invested. The same is true with investing in a search engine marketing campaign. Those who keep a well balanced marketing strategy will end up on top when all the dust settles. While there certainly might be a rough storm ahead, those that did not run for the hills and maintain a well balanced marketing portfolio will be the largest beneficiaries.

The question then becomes whether or not now is the right time to invest money with an SEO company or is it better to hold off. My suggestion is the same as most financial advisors. If you already have an existing strategy you might revisit it, but it is not wise to stop marketing any more than it is to sell all your investments. Likely rebalancing of your marketing strategy is needed. Certain companies will decide to invest more during these times, while others will scale down their search engine investments and wait for brighter skies. The choice ultimately depends upon a number of factors that only each individual company can answer.

Those companies who are starting a new marketing strategy or a new business will certainly want to proceed with caution. Careful and smart planning is a necessity. However, it is essential to have a strategy in place and make certain the financial resources are there to execute upon it. There are few businesses that can generate income without any form of marketing and search engine marketing is still the fastest growing segment available to advertisers. The best advice I can provide is to diligently research all advertising venues and select the ones that deliver the highest ROI. Please feel free to share your thoughts in the comment fields below.


  1. agilis said,

    October 26, 2008 @ 3:41 pm

    I received quite a few responses to this post. Please feel free to post comments publicly if desired.

  2. Busby SEO Test said,

    November 19, 2008 @ 11:22 pm

    good SEO info thx

  3. Jonathan Bernd said,

    February 4, 2009 @ 9:04 pm

    I agree that SEO and marketing in general needs to be a focus for companies in a tough economy. I also agree that current marketing expenditure and strategies need to be re-examined to maximize income. As someone who’s particularly interested in new market entry, national and international, as well as branding, I recognize the importance of SEO in transitioning from one market to another. Expertise in the areas of language as well as generic SEO (English based) will give the edge to companies desperate to find new clients and willing to look to new frontiers. Furthermore, as the world flattens and as the economic crisis has leveled a lot of the competition, the companies who take advantage of this will come out well ahead. Great article.

    Jonathan Bernd “Identifying and Developing New Markets Worldwide”

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