If you enjoyed our riffing on Confucius, you’ll love what’s next. Ladies and Gentlemen, Sir Winston Churchill will now address your needs for Search Engine Marketing!
Amazed that a man whose heyday was several decades before there was an Internet has so much to say on the topic? This will take four installments:
- “To improve is to change; to be perfect is to change often.”
- “Continuous effort – not strength or intelligence – is the key to unlocking our potential. “
- “We make a living by what we get, but we make a life by what we give.”
- “However beautiful the strategy, you should occasionally look at the results.”
In the previous segment we talked about the need to publish regularly. The success of your SEM efforts depends on it. Today, we extend that point to include the way you say things in your published works and what you say:
You say important things repeatedly.
Do you remember how many time you were told “look both ways before you cross the street!” as a young child? The message sunk in. We all know way more about Coca-Cola and McDonald’s than matters, but we sure do remember who they are. And like these examples of repetitive message delivery, your job in SEM is to drive points home over and over again.
Whatever you feel about that message, the point is clear, isn’t it? Tell a story. Tell it again. Then look for new ways to tell the story and new places to tell it in. Lather, Rinse, Repeat. Which, naturally, brings us to budget.
We’ve seen businesses “do search engine marketing” once, and then stop. And it works! But just like with Yellow Pages advertising, the SEM work you do has a limited shelf life. Buy a Yellow Pages advertisement just once and it will become less useful when next year’s version of the book comes out and progressively less useful over time as people replace the book that has your listing in it with a newer copy that has no such listing. And when was the last time you looked in a Yellow Pages, anyway?
The Internet has all but replaced that way of looking for people to do work for you, and a new version of the Internet “comes out” every single day. Churchill was right about that continuous effort thing, don’t you think?
Lacking continuous effort, you’ll ride an SEM campaign up the search engine rankings, sink soon thereafter, and then then sink even further until you start your SEM efforts again. And each time you allow a sink cycle you make it a little harder to climb back up.
Or . . . you guessed it . . . let us take care of the whole thing for you.