If your business is focused on a very particular, small market, you are going to love search engines. The more focused you are, the easier it is to win on the engines. Search Engines and Small Markets Once you have identified a small market and built a site, you need to start thinking about Internet marketing. Search engines present the best marketing platform on a dollar for dollar basis. There are two specific ways to go about the process. Pay-per-click advertising on search engines is a great way to immediately reach your target audience. Google Adwords and Overture represent the two best ppc platforms. Place ads using these two platforms and the ads will appear on the search results for Google, Yahoo, MSN, AOL and a host of other search engines. The second platform for getting in front of your market on the search engines is search engine optimization, better known as seo. The goal in seo is to identify the keyword phrases your prospects are using to find things. You then try to get your site ranked in the top three or four positions when the relevant search engines return results for any of the searches. The upside of seo is you dont pay for advertising and rankings tend to stay high once you achieve them. The downside is it can take a couple of months before you appear high in MSN rankings and up to a year or longer on Google. Regardless of the approach you take on the search engines, your focus on a small market gives you a huge advantage. By focusing on a lucrative, defined area of the Internet, you have limited the number of competitors you must take on. It is far easier and cheaper to market to San Diego Mortgage Loans than going after Mortgage Loans. The first phrase has a limited number of competitors while the second phrase is contested by huge sites with lots of advertising dollars. To this end, make sure you stick to your area when pursuing your marketing. If you offer services in a location, only advertise for keywords incorporating that location. Having a person three states over call you is just a waste of time. Adverting for small, defined markets on the search engines is inexpensive compared to general markets. It is also easier and quicker to get seo listings. |
