It may be right that the speed by which the United Kingdom is rising from the mire of recession is taking many by surprise, but there are a few including national treasure Ken Clarke who are concerned that it is still possible that we could yet take a downturn and end up with a double dip recession. I personally am not among them, but business big and small must still pay attention to outgoings, especially the hidden ones.
One such hidden cost can be how you place the firm’s website so that it gets seen. The world wide web is substantially bigger now than when I was first using it in 1995 when a decent, funny or inventive site could draw in a massive following (for the time) by word of mouth ie passing links to colleagues who, with not a huge amount to view would have a look out of sheer curiosity. These days we call that spam but then, and remember almost no actual trade was carried out over the internet as it was difficult for money to change hands, people would go and have a glance. These days it is not so straightforward to get people to go and website owners effectively have 2 choices.
The 1st of these is an Ad-word campaign. By doing this, a selection of keywords that help to identify the enterprise and what it has to say and market are identified. A specialist outfit then sorts out placement with the engines so that when somebody searches using one of those keywords, a paid-for link shows at the top of the results page. Now this is ideal because you know that potential customers are going to see a link to your site given prominently and there’s a good chance the user will go to it. When they select the link, you are charged a fee each time.
This charge is typically around 50p, and you can maximise your daily, weekly or monthly budget so that your costs don’t take off if visitors only click the link, mooch around the site and then leave. But you will still pay no matter if they spend money or not. And if the allowance is used up on drifting visitors, somebody who wants to do business may not get the link at all. This is very much a hidden cost.
There is another scheme, search engine optimisation means that your site can be targeted towards being made nice and easy for the search engines to display the link to your website as elevated up the results pages as possible. If you find an affordable SEO company and engage them, they will look at your website and recommend ways to make it attractive to the search engines. They will identify keywords that you might not presently have or have thought of and suggest how they need to be used around the pages of your website.
What makes search engine optimisation a great alternative is that payment is normally by results, i.e. you pay mainly when your link is on the first page of search results and you can make certain you have an affordable SEO company by agreeing the selection of keywords you pay for every month. If you are happy, then you can use more which can also have relevance to your site.
This search engine optimisation is something of a secret art, not hard but quite exacting and can oftentimes be carried out at the outset by a software consultancy outfit if they design your website for you, but what a software consultancy company can’t do is give the progressing support that makes sure that your site remains relevant to the search engines by demonstrating that the site is still in use and deserves it’s place on the results page.
And when your keywords are in the ‘organic’ results, you can save more cash by halting your ad-words campaigns and remove a hidden cost on your expenditure. Score!
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