Is there a way out beyond Google to bring in revenues? PDF Print E-mail
Thursday, 08 July 2010 13:57

Excessive dependency on Google is not a feasible option

No webmaster worth his salt can rule out the indispensability of Google for enhancing the prospects of one’s business potential the online way.
The ways and means to augment your business statistics are fine as long as they are paving the way in your business interest. The fact is that end results are always important and determine the continuation of a set of strategies or tactics in the future. Notwithstanding the enormous benefits accruing from top positions in Google’s rankings, you will end up to lose sight of the long term survival if you drive your business on a Google-only focus.

It is no wonder that people live and die for top Google rankings. They are perfectly alright in their perspective and more importantly their proposition pays. The problem surfaces when Google begins to work in a way that is not advantageous to your business, and at times it is synonymous with great opportunity costs.

The instances of losing your rankings in Google are commonplace. This is what keeps on happening to many a business everyday. Google algorithms are constantly in state of flux, and rules undergo changes, and spiders start to behave differently all of a sudden. The consequences are for many to bear on. Sites lose rankings, some get dropped off the top positions, some invite the wrath of Google.

Those who happen to be on the receiving end act in desperation to regain their positions. It needs time and patience while the business suffers. It is high time for you realize that Google’s priority is Google, not your business.

Support your internet marketing strategy with offline strategy: The diversification way

It is time to get off from merely executing Google-centric strategy while promoting your site. In fact there is lot of other supplementary marketing strategies that go simultaneously, and will come to your rescue on the face of any unforeseen eventuality that you can come across.

To have a glimpse of this idea, it could include among other things. building a website, getting it listed in search engines as compared to Google alone, highlighting  the URL for the site on your offline materials, banner advertising, email sponsorship and direct marketing both email and snail mail, directory placement, etc.

Earmark your marketing budget accordingly

Although a large portion your marketing and promotion budget is deservedly allocated to Google’s optimization, but large portion never means all. You can do well on Google’s ranking for months, and even for years, but you are always in for a surprise or rather shock as Google is known to change in a heartbeat. So, your strategic preparedness to meet such contingencies is what matters in the long run.

You can not dismiss the possibility of Google going away any tomorrow, and you end up vying for attention in Yahoo or MSN desperately. So, it is critical on your part to strategize optimal budgetary allocation to prevent not only devastating loss of traffic, leads and/or sales in case your Google ranking drops, but also to supplement you SEO marketing.

How combo of online and offline marketing strategy works for you

A good mix of online and offline strategy works to your better advantage. It’s a sagacious approach and exudes long term sustainability it the wake of its execution. Here’s how it works.

  • Nothing could be better if you manage to sell your product or service on a sustained basis. The moment you embark on brand building exercise through an offline direct mail campaign, more people get to see it. Hence it brings forth a pleasant possibility for your business.
  • Specific and impactful, keyword-rich press releases help you gain more traffic, and can drive your business smoothly. Submitting your press releases to sites like eMediaWire and others enable you to be noticed by Yahoo News, MSN News, Google News and others.
  • Registering yourself with specialized industrial websites will lead you to eye a particular set of audience who generally prefer to use such sites for their need fulfillment. Hence it is a value for your business.
  • Web promotion, link placement and content syndication work in harmony with massive offline promotion initiative. Reasons for it are pretty obvious to understand. So, missing this link is missing out a vital consideration.
  • Banner advertisement, print ads, positive word-of-mouth, satisfied customer, customer referrals, are but few of the traditional promotional strategies. These are still relevant to bring in revenues no matter how much preoccupied you are with search engine optimization, and ignoring them may tantamount to not seeing the big picture.

Get ready with a backup plan or get out of business

Offline strategy, as it is understood, can not replace online marketing strategy nor can Google centric approach be heavily relied upon. Synchronization of both the strategies is the viable way out and promotes sustainable advantage.

Simultaneous offline strategy, and working out on other search engines apart from Google will make one thing sure: You would be hurt but not killed once you are out of Google.

Last Updated ( Friday, 26 November 2010 09:59 )

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