It's been well documented that consumers are "doing their research" before purchasing a product or hiring a service provider. The easiest way to do that research is...yep -- you guessed it: The Internet!
That being said consumers have a specific way of searching for particular products and services -- These are called"Key Words" or "Key Phrases". The Search Engines have tracking tools so that advertisers can gather this information and position their website strategically so that when a specific keyword is searched -- Their website is found!
The 3 Ways To Be Found In Google, Yahoo, Bing...and the other search engines:
1. Pay-Per Click -- These AD's are what keep Google making record profits in the BILLIONS! Year-After-Year! These are paid ad's, that are located normally in the top 3 positions of the page in a shaded area called the "Sponsored Links". These AD's will also show on the right hand corner of the "results" page.
Pro's and Con's -- You can get exposure to your website almost instantly! But the downside is that "anybody can click on your AD and cost you a "click" -- Click prices can be VERY expensive for competitive keywords...(Your competitors can cost you $10++ each time they click your AD.)
2. Local Search - The local search ad's usually showcase a local business and have a map next to them to show the exact location of the business address. These AD's typically show just below the paid AD's.
Pro's and Con's -- It's very difficult to rank for more than one search term. If your business is being found under multiple keywords -- choose the busiest one and base your listing around it. The Local Search can produce some good website traffic and good visitors -- every business should be in there!
3. Organic Listing - Organic listings are the listings toward the bottom of the page.- They are located below the "local listings". I like to call these positions "Prime Real Estate"...Because studies have found that searchers are more likely to click an "organic" listing than a paid listing!
Pro's and Con's - This is BY FAR the most effective way to market yourself online. Organic Search Results can produce the highest return on investment and give your business the exposure you need to grow in ANY economy! The only draw back is if your website listing is not on the first page -- your chances of being found DROP significantly! Getting listed on the first page takes time and a GOOD Search Engine Optimization Team!