International Search Engine Marketing Blog

Lately, the hotel industry is starting to focus heavily on the search results displayed in Google and the other major engines. Top rankings for a highly trafficked phrase can result in a tremendous boon to business’ bottom line. Lately, even some of the larger players seem to be realizing this and are employing the services of search engine marketing companies.

As a case study let’s take a look at the largest vacation destination in the world, Orlando and a company that caters to its visitors. It might surprise a few people to hear that this Florida spot is the number one travel destination in the Globe, but it is true. Throughout the year, people from all across the Globe stay in Orlando hotels to visit Walt Disney World and the other major theme parks. The climate is ideal most of the season and the city is also a major convention area.

Previously the top search results were dominated by booking engines that search a wide array of properties. Only a few days ago www.orlandovacationhotels.com ranked near the top of the search results for the highly competitive and coveted phrase “Orlando Hotels”. As of this morning, the site is now located at the bottom of Page 1 in Google. Instead there are multiple other sites owned by the Wyndham and the Marriot that are appearing above this company’s site. While these results are likely nothing more than a temporary fluke, during the time Google is making internal changes to the way it displays search results, it is still a temporary disservice to searchers who rely on Google for results and guidance.

Usually, people searching for a general phrase, such as Orlando hotels, are looking for a plethora of options rather than viewing a specific hotel’s website. Users are looking for choices and suggestions not specific properties. I am certain Google realizes this and in a short time everything will return to “normal”, but it does not take away the fact the users are deprived of finding vacation booking engines such as the Orlando Hotels site mentioned earlier.

Putting aside my views of injustice for a moment, the bottom line is that Google wants to help its users and soon enough www.orlandovacationhotels.com will return back to the top of the search results for one its key phrases. Search engine marketing is tough, no doubt about that. That is why most companies in competitive industries hire professional SEO companies. I suspect you will see an ever growing number of marketing firms popping up wanting to help both booking engines and the larger hotel chains appear at the top of the rankings.

There is an enormous difference between improving a SEO campaign for a company that opened its online doors in the 1990’s than one that only recently decided to start an online business. The majority of the time an established company can achieve top search engine results in a relatively short period of time; whereas a brand new one might have to wait many months before their site will even appear in the search engines.

While there are many reasons why this is the case, I wanted to provide a little insight into a few factors a smart SEO company will look at before doing business with an established organization. The Google Sandbox, the number and type of inbound links, and the size of the website are a few of the considerations to factor.

Luckily, few established companies have much to worry about when it comes to the Google Sandbox. This term is used to describe a penalty placed on a brand new website that prevents it from appearing in the search results until at least a few months after a link first points to the domain. The rationale is that there are thousands of domains that are purchased each year and only a fraction of them are still around the following one. Therefore until a site can establish that it is a meaningful resource, which is also likely to stay around in the future, Google, Yahoo, and a few of the other major search engines will not even list it in their search results. The reason is quite simple. Why list information from a site that is not yet established when similar information from a business that has already existed is readily available?

Inbound links from external sites pointing to a domain is another factor in an SEM campaign. Google uses links as a form of voting and typically the larger number of relevant links a website has pointing to it then the higher it will appear in the search results. An established company tends to have a larger quantity of inbound links simply because the business started awhile ago. However, oftentimes the links are not ones that are going to help the website appear at the top of the search results. For instance, a link that contains only a company’s name is unlikely to help it appear at the top of the search results for a keyword phrase that relates to the products or services it sells. When starting a search engine optimization campaign with an established business a key component is acquiring relevant links that point to a company’s website.

The size of a website is also a key consideration. Picture a website as a large building. If it has an excellent foundation then it will typically stand for many years to come. Unfortunately, websites built a decade ago, usually have an outdated foundation than those built yesterday and this is one area that puts an established business at a disadvantage to a brand new website. It is much easier to build a foundation from scratch than to rebuild one after there are thousands of web pages built on a site from that uses technology from a decade ago. Therefore one of the most time consuming and difficult components with an existing website is rebuilding a foundation that takes into account the changes in the search landscape that took place over the past decade. This is especially true of websites that have thousands of products or pages.

SEO or SEM is never an easy process and there are different issues to address with each website. One such issue is the length of time the company first went online. Depending upon the website, this can make starting or properly continuing an internet marketing effort much easier or exponentially more difficult.

One of the most difficult aspects with any buzz campaign is tracking its return on investment. Other forms of internet marketing tend to be easier to measure as companies can create goals associated with an online advertisement and tie them into an analytics system. Measuring success is not a simple with social marketing campaigns with an emphasis on creating a buzz. Fortunately, there are still ways to come up with an estimated ROI received from an online buzz campaign.

The most common way to track such a campaign is to establish a baseline. A standstill is placed on other forms of marketing, such as SEO efforts and Pay Per Click advertisements. Please note that a standstill does not mean a company should stop their efforts, but simply stop increasing the investments on any of their other current strategies. A baseline growth rate based upon historical performance is then established. Developing a baseline, as outlined above, is one of the most effective and common methods to track an internet buzz campaign. Unfortunately it is not the most practical method since it is not feasible for most companies to place all their other marketing investments and initiatives at a standstill.

Therefore the most practical and more complex method involves creating projected traffic and sales estimates. For example, if a company reasonably ascertains that sales from their other marketing efforts will increase by 17 percent in the next two months then a firm can establish a new baseline based upon this projection. Social marketing initiatives are then compared to this estimated baseline. For instance a company who sees a 45 percent jump in sales over the two month period could then attribute 28 percent of that growth to the buzz campaign.

Social marketing campaigns that create a buzz in both the online and offline communities can be one of the most cost efficient and cost effective forms of advertising if done properly with the assistance of a company that has a track record of success. However they can also be one of the most difficult forms of advertising to measure. The strategies described above are the ones typically used by both small and large companies alike that make tracking the success of such a campaign easier.

Will a website have a top 10 search rankings next week? While there is always a degree of educating guessing involved in the answer to this question, Google has a simple search query that can provide insight into this simple yet involved questions.

Rather than typing in a search string such as, Baja real estate, adding “allinanchor: [keyword phrases]” before the search string will provide a glimpse into the future search results for a particular keyword phrase. For example the search query allinanchor: Baja real estate will show the search results in order of webpages that Google considers to have the most valuable links pointing to it. But why does this predict the future?

Typically, this is an indicator of future results since Google places a large emphasis on the quality of links pointing to a webpage and there can be a time delay before the value of newly acquired links are recognized in the SERP’s (search engine results pages). Using the same example a regular search for Baja real estate will show the webpage http://www.bajaonlinerealty.com in the 45^th position. However, the search allinanchor: Baja real estate will show the site appears in the 36^th position. Often it is only a matter of time before the regular search results show a larger similarity to that of the allinanchor search listings. 

This query makes it possible to predict which pages will start to move up and appear in the top 10 search engine rankings. By the time many people read this, the aforementioned website may already appear in position 36 on Google or even higher up in the search results. In fact this article will helps the website achieve a top 10 ranking for the phrase “Baja Real Estate” since there is a link pointing to the site. Since this site has served as an example, I will further help its quest for top rankings.

I encourage all those looking for Baja real estate to take a look at their homepage before purchasing property. That simple sentence a along with the fact that it includes a links pointing to the sites homepage will further improve the sites allinanchor and regular search rankings. In fact, it would not come as a huge shock if the website already has a top 10 search engine ranking in Google by the time most people read this post. 

Even though the holiday season is starting to wrap up for most online retailers, it is also the same time many companies start looking for an international SEM or SEO company. While this is certainly commendable, many times it is a case of too little, too late if a business is looking to achieve noticeable results in the next couple of weeks. On the other hand, smart online retailers are already planning an internet marketing and SEO strategy for the next high volume sales period.

Luckily, even though this holiday period is nearing its conclusion, there is a never ending stream of holidays and months when retailers can generate markedly higher sales. As smart business owners already know, one key to successfully sell products online is to plan for the busy seasons far in advance of when it occurs. Typically the online retailers that sell the most also prepare the most. While, companies can obtain information on the effectiveness of an SEO campaign faster than most any other marketing mediums, it still takes time to plan and then for an SEO company to perform the work required for an online retailer to obtain top search rankings.

A common problem business owners face is finding the time to plan. As a business owner, I can certainly understand this. Fortunately, as with any new or improved marketing initiatives, it takes effort to set aside time required to determine a proper course of action. While some readers may do a double take and question the usage of the word “fortunately.” Its usage in the above sentence is no mistake. Most presidents and owners do not spend the time needed to effectively initiate and follow through on their internet marketing efforts. Any owner fortunate enough to take the time to fully plan and commence an SEO campaign therefore ends up with an enormous competitive advantage over those who continually wait, ponder, or never start one.

This certainly does not mean that any marketing coordinator of an online retailer should rush out tomorrow and hire an SEO company, but it does mean that the most profitable online retailers likely already followed similar steps some time ago. Any online business looking to join their ranks, should at a minimum, outline a definitive strategy on how to increase their website’s sales. I highly suggest that retailers \set and adhere to a time frame for actually acting upon such an outline. While this holiday season is starting to wrap up, the next one is only starting out. Companies that decisively choose and initiate a plan in advance of the next sales boom are likely the same ones that will experience the largest financial rewards.

With the New Year just around the corner, many companies are planning their marketing budget for the next calendar period. An issue that always seems to come into play is “What should we do with our website?”  Sometimes the question comes from a firm that has already worked with a local or international SEO company, other times it is asked at a company that is looking to build a presence on the internet.

The initial questions a company should decide upon are the objectives for their website. Does your firm want businesses or consumers finding the site? Does your company want to market to a local, national, or international audience? Is the site primarily for branding purposes? All of these questions are important when deciding how much to budget for the website and to spend with an SEO company.

Also, important to keep in mind is that SEO is not a commodity. If your company is price shopping, as most smart companies do, remember that oftentimes you are comparing apples to oranges. On many occasions, there is a simple and specific reason why certain SEM companies charge higher rates than others - they deliver on their promises. Spending $1,000 per month with an SEO company that can deliver on its promises is often much less expensive than spending a few hundred dollars with a company that does not have the expertise or capabilities to deliver as stated.

Still as with any industry, companies in the SEO and SEM fields differ greatly in the pricing they offer. Many times, companies will not mention a final price until after having a conversation with you or someone at your firm. I suggest viewing this as a positive. Most companies that have set rates, regardless of the client’s objectives, are unable to deliver on their promises. An SEO company that asks questions usually wants to know more about your objectives.

Many of the more reputable companies have base pricing that is modified depending upon the client’s goals and budget. Below are examples of our company’s pricing structure. Please use it as an example of what to expect when dealing with a white hat SEO firm. The pricing you receive from others should be within this ballpark. You may wish to pause if the pricing an SEO company quotes is much higher or lower than that below. 

Low Budget or Burned Before

Agilis Marketing offers a price plan at $99 per month for new customers who want to test the SEO waters. I have also found this ideal for companies or individuals who hired an SEO company in the past that had failed to deliver on their promises.

After realizing that multiple companies simply want to try an SEM service before committing, we created a plan that allows just that. No contracts, nor long term commitments. The caveat is that companies may only select one phrase to target. Essentially this is our company’s way of showing your company that which we are capable of achieving. Those interested in trying the offer can simply place their order online without ever needing to speak to someone. Of course I always encourage companies to call us first, if for no other reason then simply to have a short conversation to ensure we fully understand your goals. Many times clients who select this plan see an increase in sales and subsequently their budgets. Details on this price plan or located at: http://www.agilismarketing.com/seo-special/

Medium Budget - Most companies fall into this range

These are customized plans for companies that are looking to target approximately ten keyword phrases that are locally or regionally based. Pricing starts at $500 per month and increases based upon the client’s goals. Sometimes less competitive nationally focused keywords are targeted under this type of plan. A few of the factors that determine exact pricing include the current rankings for the website, when the company built the website, and their industry. These plans are quoted only after a better understanding of the client’s objective is gained. Companies can request an SEO quote online or call 1-800-SEO-1169.

Larger Budget – A company that wishes to dominate a market segment

Fortune 500 companies or those looking for stellar growth are going to want an internet marketing campaign that takes into account much more than simply top search rankings (SEO). Proper usage of pay per click, banner advertisements, and interspatial adverts are typically components of such a proposal. Pricing starts at $10,000 per month and goes up depending upon the company’s exact needs and objectives. Increasing conversions, detailed metrics, and ensuring a high ROI are a few of the features involved at this price level. Proposals typically focus on 100 or more keyword phrases, many of which might be more two word search terms that are searched for both nationally or internationally. Companies can request an SEM quote online or call 1-800-SEO-1169.

Selecting an SEO company is certainly a daunting task. However, armed with this information, budgeting for a search engine marketing campaign does not have to be the equivalent of walking through the forest in the dark. Hopefully this articles will shed a little light on the mysterious pricing SEO companies provide to prospects and make it easier for those marketers developing a budget for the New Year.

Recently, I have noticed an onslaught of SEO companies advertising to help prospects in specific industries such as the chiropractic field, automobile field, and many other trade groups that are looking to increase their marketing efforts using the internet. I applaud any SEO company that truly attempts to assist business owners in these industries. There is a definite need for doctors and automobile owners to have their websites marketed by a professional search engine marketing company.

Unfortunately, far too often I see these niche marketers charging exorbitant prices. I have heard stories of small dental practices shelling out $30,000 plus to have a website built and marketed online. The saddest part of the story is that even after spending all of that money, oftentimes their websites still do not appear anywhere within the top search engine results and little or no return on investment is ever realized.

That same small dental practice or chiropractic office has likely missed out on many new patients that the doctors could of helped. Essentially, the doctors’ offices are losing twice. Their first loss occurs when the office overpays for a web design or SEO service and the second loss realates to the opportunity cost involved with missing out on all the potential new patients that might have located their practice had they hired a different marketing company.

My best advice in this scenario is to start from scratch. Those who have yet to invest in a website should learn from the mistakes of others. When starting a new chiropractic or dental practice, owners should keep these ideas in mind when the inevitable bombarding of sales calls takes place. A marketing company does not have to focus solely on a specific industry in order to provide a better service than one that does. A common misconception is that a company which can list multiple dentists and chiropractors as clients has provided those clients a valuable service.

Many times the owners of a niche businesses, such as an automobile dealership or doctor’s office, are better off talking to a general web design firm or SEO company. Often these types of companies are staffed to handle such projects, can provide a superior level of service and expertise, and can do so for a price much lower than a company that markets solely to doctors or automobile dealers. A company that declares themselves as an expert in an industry is not necessarily one. Business owners in any industry should keep this in mind whether hiring a local web design firm or an international SEO company.