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.
Most often the purchase process begins with a search engine, specifically 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.
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.
In Part 2, we'll look at what this means to Kelowna businesses.