On the Web, Making the Most of Search Engines
The five most common activities performed by Americans online are email, product/service information research, checking the news, playing games and product/service purchases.
This information is provided by Catherine Seda in her book Search Engine Advertising. Although the book is directed primarily to for-profits, it offers faith- and community-based organizations a range of useful information about using search engines to increase awareness and increase cash flow.
Seda does more than suggest that organizations use free links to sites. She recommends advertising, and she says it will show big results. Among the considerations in favor of advertising on a search engine, Seda lists the following:
- It's a quick, easy and inexpensive way to generate new business. Some search engines require only a $50 deposit to begin advertising.
- It can expand brand awareness. Search engines support branding efforts while providing the directions to the online site. People who learn about an organization through television or print will check a search engine for more information.
- It's a simple way to test new promotions. Paid listings allow the advertiser to test promotional concepts quickly and inexpensively. New keywords can be used and ad listings can be changed on short notice.
- Advertising complements Web site optimization efforts. An organization can learn the conversion rate for chosen keywords.
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