Search Engine Optimization (Part 1)

Many purchasers begin the purchase process online. Whether they end up making the final purchase online or in a store, the fact-finding and decision-making is often done on the Internet.

More and more of our pre-shopping research starts on search engines

Most often the purchase process begins with a search engine, specifically Google.

Worldwide we conduct 88000000000 searches per month on Google

For your Kelowna business, the importance of your business and products appearing in search engine listings cannot be overstated.  It is critical that your site is optimized for search engines so that relevant pages are listed in the search results.  This is known as organic search engine optimization.

70% of the links search users click on are organic not paid

It is important to realize that you can't buy your way to the top of these organic listings.  Instead, relevant results naturally "float" to the top based on the content on the web page. Many businesses around the world and here in Kelowna aren't prepared to put in the time and effort to optimize their web sites and instead choose to spend more money on a quick fix, purchasing paid listings on the search engine results page. These listings always end up costing more in the medium-long term and simply aren't as effective as organic listings drawing only 30% of clicks between them and an average of only 2% per ad!  However, when our advertising agency works with our Kelowna clients, we recommend this as a short term strategy if the site doesn't rank organically for important keywords.

The average click through rate for paid search in 2010 was 2%

In Part 2, we'll look at what this means to Kelowna businesses.