A shiny, new website may be exciting, but it is useless to your business if there are no visitors or potential customers making their way there. In order to complete the full circle of web design, it is important to round out the process with a solid web marketing campaign to give your site a fighting chance of attracting the increased traffic you desire. There are several options available that can be "mixed and matched" for your customized web marketing campaign.

1. Pay Per Click

When you pay a search engine for each visitor the search engine sends to your site, this is called pay per click (PPC). Pay per click listings are usually marked as advertisements or "Sponsored Links" and appear above or beside the search engine's organic listings. Examples of search engines that have Pay Per Click options are Google, Yahoo, MSN.

The primary benefit of pay per click is the immediate results and complete control it offers the advertiser. You can commit $20, or $50,000 to a PPC ad, the amount is up to you. We will set a maximum daily dollar amount for your ad. Once the amount of clicks multiplies to your dollar amount cap, your ad will not be shown on the search engine until the next day and you will stay within your budget.  We will start off with a set of keywords associated with the ad and monitor hits from there.  If you are not getting the desired number of hits, we will regroup and consider different or additional keywords. Regarding ad content, that is totally up to you. You can even create different ads for different keyword strings; the options are endless.

The main draw back is that you will be paying for each visitor to your site from the PPC whether they use your services or buy your product. The other drawback is that you may need to pay top dollar to get listed high in the rankings if you choose to use a very popular keyword. Depending on the keywords that you choose, this could be a costly endeavor.


2. Organic Optimization with Key Words

Organic search engine optimization has nothing to do with organic farming, although we do support that here at Suloff Designs. Rather, Organic Search Engine Optimization is done by strategically "planting" keywords throughout your website that will create link popularity and drive your website to the top of search engine rankings for the chosen search terms. For example, if your business is custom doors like Glenn Miller of "Aloof Doors," the following words should show up repeatedly in the site: handmade doors, custom doors. When users type those keywords into search engine, the "planting" of these words should yield a high place on the search engine lists.

Organic Search Engine Optimization seems simple enough, but it is not always a cheap and easy option. If you are in a business that receives a lot of search queries, e.g. Adirondack Lodging, you will have to invest a lot of time and money to show up high on search results by relying on keyword planting.

Even so, organic offers a good way to show up on many search engines and can be more cost effective than pay per click. Organic search engine relies on creating link popularity, and it is often link popularity that endures.

One of the drawbacks of organic search engine placement is the time required to get your website to the top. As search engines do not update their indexes and databases daily or even weekly, it can take two months or more to see the full effects of a professional optimization job. Just as in gardening, patience is a virtue with this option.

Do to the time drawback of organic, we suggest a combination of both organic and Pay per click advertising. We will work with you to get your site listed under the keywords you chose at a good ranking. Most clients undertake this process through a website maintenance plan. We will work together to determine a comfortable monthly budget for your business and if your monthly web marketing needs increase or decrease, we will adjust accordingly.