|
Depending on the type of company, a website may serve any number of different functions. While in very few cases it may suffice as simply a business card, there is often little reason it cannot also act as a tool to outreach to new audiences whether they are potential customers, journalists, partners or investors.
One of the main differences between advertising and public relations is that advertising is reactive while PR is proactive. This dichotomy also applies to web advertising and search engine optimization. Google AdWords and Yahoo Overture may make sense for a short-term campaign, but their effect does not build up over the long term. Once advertising budgets run out, nothing will maintain that top sponsored position. Cost is also a factor. Even though each pay-per-click (PPC) entry may only cost pennies, they add up when advertising on hundreds or thousands of keyword phrases.
By contrast, search engine optimization (SEO) works continually and its benefits compound over time. It is also immune to the credibility question where many web surfers simply ignore sponsored results. Plus, SEO will naturally deliver a broader range of keyword combinations than ever possible with advertising. The number of phrases that could lead to one's site is literally infinite, and no PPC campaign could ever come close to predicting them all.
These two major differences are important not just when building awareness in an industry, but also when it comes to crisis management. If a site has already been optimized, it has far less chance of being dislodged in the future by a competitor or someone with a bone to pick. In a search engine landscape increasingly being manipulated by bloggers, it is critical to cement one's position early on in Google and Yahoo.
Nowhere was this more apparent in the last American presidential election. The impact is still seen today on searches for worst president and waffles. All joking aside, this demonstration shows the power of search engine optimization. Is Kellogg's losing money to John Kerry because Eggo is not first? Probably not, but it is easy to see that they could if Thomas or Aunt Jemima was #1 instead.
Businesses can no longer afford to ignore this outlet. Brands can be eaten by competitors, upstarts or even irate customers nearly overnight if they are not found on relevant keywords. How credible can a company appear if it does not come up in five minutes of research? Would you invest in, buy from or write about a business that is nearly invisible online?
<< PR Firm Revolutionizes SEO |
SEO |
Establish Credibility >>  |
