It was not very long ago that the first place you would make sure you advertised your business in, was the Yellow Pages. Why? Well that is because the Yellow Pages was the first place anyone would look to find a service, or business.
You may recall the ads on TV and Radio, “Let your fingers do the walking”.
You may also recall that when you went through the Yellow Pages you would see a whole lot of businesses with their company name beginning with “A”, then “AA” and even “AAA” in an attempt to get the their business to the front of the Yellow Pages listings, in the column listings. This was the most economical way to get to the front of the listings in your category, until the big companies, who were spending upwards of $25,000 -$50,000 for half-page, and full-page display advertising, complained that the small businesses were in front of them. This then resulted in the display adds being placed at the front of the category with the companies that had the biggest ads, and spending the most money, being first.
On top of this you only had one chance a year to get your ad right as, once the Yellow Pages was printed, it was 12 months before it was printed again.
When was the last time you picked up the Yellow Pages to look for a service, or business?
Chances are it was a long time ago, if you are like most people today.
The following are some facts from a post I did on our website, www.aucklandseo.org, in May this year.
“Nowadays when people are looking to either research, or purchase a product, they go online, in fact 97% of us do. Of this 90% are using search engines like Google, 85% of these searchers will only click on an organic result, meaning only 15% of people will click on an add that you have paid for. To top it off 95% of these searchers will not go past page one. Read more…“
So does this mean that Google is the new Yellow Pages?
Absolutely it does, because of the stats above, however Google is a far superior platform for businesses to be found as it can be updated anytime, and allows small businesses to compete, with bigger businesses, on a more even playing field. You can also get multiple listings for your business, see below, onto page one by utilising the tools made available by Google for your business to use.
However as it also shows above “..95% of these searchers will not go past page one.” And the majority, 85% will only click on the organic listings, not the paid ads at the top, and right hand side, of the page.
What does this mean for your business?
Quite simply if your business is not ranking organically on page one, for the keywords for your business, then your business is not being seen, resulting in lost sales and revenue. Also a very important fact to note is that on April 21, 2015, Google made a major change to their algorithm to take into account that over 60% of searches online today are made from a mobile platform, i.e. mobile phone, or tablet.
This change means that if your website is not mobile optimised, and a search is done on a mobile phone, then your website will not show up.
What’s the Good News?
The good news is that you do not have to wait 12 months to improve the position of your business on Google, unlike the Yellow Pages there are changes in ranking happening every day. It does take time though, to build a good solid foundation for your business to rank on page one consistently. This means that the longer you leave getting started building a solid presence on line, the more opportunity your competition has to get ahead of you, and stay there.
When I used to sell franchises, the first and most important marketing was to ensure the franchise had a good advertisement in the Yellow Pages, this would be then followed up with local newspaper advertising, home-shows, radio, and then TV.
Today the most important marketing would be their online presence, i.e. their Website, then their social properties like Facebook, LinedIn, Twitter, Google+. Facebook and Google Advertising, and Email Database marketing would then follow prior to considering any other form of traditional marketing.
“Today the most important marketing, and most cost effective, you can do for your business is ensuring your business has a presence online and can be found through a Google search”
Every other form of marketing your business will do, whether it be home-shows, television, radio, newspaper, magazine advertising etc, will also guide your potential customers, and clients, to your website and social media properties, and platforms.
It is also important to note that as a business gains confidence with their online marketing spend, then they will increase the amount they are spending, to further improve their presence on line, rather than reduce this after a period, thinking that all they need is to maintain their position.
“Like any marketing, it is simply working out the ROI – Return On Investment, and once you know what you are doing, the more you spend the greater the return.”
The following independently written article is worth reading; “How Much Should You Spend on SEO Services”. Click here…
And it ends with the this paragraph;
“For most businesses today, SEO is the highest ROI marketing effort. The benefits it provides exceed the value of other marketing approaches – direct mailing, broadcast advertising, online ads, etc.
No longer do businesses decide whether they need SEO services. Instead, they decide how much they’re going to spend. As long as they choose a quality SEO agency, their decision will lead to incredible amounts of revenue.
You can decide how much that’s worth to you.”
How do you find out how your website currently looks in the eyes of “Google”, and whether or not your website is “Mobile Friendly”?
At Auckland SEO Limited we provide a “Free In Depth Site Audit” which you can access from our website, www.aucklandseo.org, by entering your websites URL. It only takes 60 seconds and it includes a “Mobile Friendly Test” within the report, so that you can tell whether or not your website is mobile friendly.
Get a fast FREE Website Audit HERE!
Enter your Website URL to get a full in-depth SEO report in 60 seconds.
Once you have your report we will be more than happy to talk through with you the results and help you in any way we can.
We look forward to seeing you on “Page One”
Managing Director – Auckland SEO Limited
About David Rees: David has been a business owner for over 30 years and has been involved in a number of different industries including, the Building Industry, Property Investment and Development, Graphic Design and Product development, Direct Mail, Telephone Networks with VOIP Technology, and Energy Solutions.
The most exciting industry to be involved in to date is definitely the Online Industry, one example being the capability to email 10,000, or 100,000, people at the push of a button, a task that in our Direct Mail Company could take 10 employees a week to mail out manually to 6,500 people with envelopes and stamps.
With Online Business everything begins with getting more traffic, or customers, to your website, which can only be achieved through effective SEO, or Search Engine Optimisation.