Dollars are scarce in today’s economy. Phone book advertisements, radio spots, billboards, and other forms of advertisements have not become any cheaper in recent times, and in fact, costs are on the rise. In uncertain financial times, it can be very uncomfortable to sign a contract binding your business into a predefined term that commits you to spend hundreds or thousands of dollars over the next several months to a year. With no guaranteed results and no way to effectively measure return on investment (ROI), most business owners would prefer not to be bound to such contracts, especially since such contracts usually include stiff exit penalties for early termination. But what are the alternatives?
We live in an Internet world today, and most people are familiar with finding what they want through search services like Yahoo!, Google, and MSN. As consumers, we’re all familiar with the concept of typing a few words in the search bar and clicking the search button to explore our options. As business owners, however, the process on how to achieve a prominent placement in the search engine listings is often a murky, undefined, seemingly “random” process. Additionally, it can be very confusing when telemarketers and solicitors call on your business with various conflicting packages, promising to deliver “guaranteed” results but at a steep price tag. Many times, the lip service is gone once you sign the contract.
Using the Internet to advertise your business is a viable way to cut costs, focus marketing efforts, and deliver incredible results, but there are a few key points that you must know in order to protect your interests. Here are a few deceptive practices and myths to be careful about if you consider marketing your business online:
Deceptive Practice #1: Guaranteed Placement
There is no such thing as “guaranteed” placement on any of the major search engines. I wish there were, but if you think about it, such guarantees don’t make sense. It’s always possible that someone else might be willing to pay more for higher placement in the sponsored links area of search engine results. In the organic (or natural rankings) area of the search results, there is only one “number one” spot, so if someone offers you a “guarantee” that they can get your website to the number one spot, you’d have to question how they can possibly do that for your business when other unscrupulous sales people are making the same guarantees elsewhere. And what if they approach another business in the same industry as yours? Are they guaranteeing your competitor the #2 spot? I doubt it. What about the sales person four states away that is pitching their prospective client that they “guarantee” the number one spot? How can that be? In short, it can’t. Individual telephone or marketing companies may own their own, propriety search services in which they may guarantee placement within their own listings, but you must consider how narrow or wide-reaching their services encompass, and whether the price is worth the exposure for the number of people who search through them versus the major search engines. Regardless of how many angles someone tries to play it, there is no way to ethically guarantee a particular placement on the major search engines. If someone makes such a claim, show them the door.
Deceptive Practice #2: “We work closely with the search engines”
It sounds great, and it would be quite the cozy situation if it were true, but again, no one has the “inside scoop” on how to tip the scales in your favor by “being in bed with” the search engines. Every professional, competent Internet marketing provider keeps up-to-date on current changes, but to say “working closely with” is, at best, misleading. If someone gives you a sales pitch that they have an inside track with Google, Yahoo!, MSN or any other search service, they’re blowing smoke and trying to “sell” you on a relationship that simply can’t exist. Why can’t it exist? Because search engines would go out of business if they compromised the integrity of their ever-changing algorithms. (Their “algorithm” is the formula they use to rank and score websites based on weighted criteria, and it is “super-double-top-secret”). True, experienced search engine companies stay very familiar with updated materials and guidelines that search engine companies make public, but nobody has the executive privilege of calling up a particular search engine and saying “Hey, I’ve got a client that needs to be ranked number one for a particular keyword. Can you ‘hook me up?'” Anyone who says that “they’re in bed with the search engines” is making promises in the dark.
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