Marketers Employ SEO Firms To Top Google's List For Queries On Common Industry Terms
There are lots of reasons businesses seek the services of search engine optimization companies. Starting from a desire to attract new clients through internet marketing channels to widening customer acquisition to ego. That's correct, ego. Only a few internet marketers employ SEO companies based on pulling in prospects as well as customers to brand material for involvement and sales.
Frequently, brands consider themselves to be the leader in their category and therefore consider their site must top Google's record for look ups on common market terms. The trouble is, leading an industry off the net isn't the same thing as being the top choice for a search query on the web. Going after this kind of terms is greatly driven by ego and not unlike a story book of chasing after unicorns where there's a hopefulness that being #1 on a single term will magically remedy their issues.
Nevertheless, targetting broad industry terms isn't a complete waste of valuable time. When ego-driven search engine optimization is successful, it's aimed at developing brand popularity as well as PR value. Of course, by "PR" I am talking about public relations, not page rank. The rapport and integrity that arises from being in a good rank for a universal industry term can add loads of value to online public relations initiatives, recruitment and investor interactions.
Reaching top ranking on broad keywords and phrases can certainly drive a substantial amount of online traffic. In terms of buying cycle, vast searches are generally "tire kickers" and are good for developing consciousness and education but definitely not conversions. And that's okay, since the search experience isn't simply one event.
Some time ago I had a client that said he wanted to be #1 on Google for the word "brain". This customer had a weblog with some thousand uniques monthly. Although many search optimization companies will mention how difficult that will be and suggest options, my initial response is to always ask "Why?". Understanding drive (chasing after unicorns vs. a fighting opportunity at attaining goals) is important for evaluating the value and contribution to business objectives.
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