Most Search Engine Marketers (SEMs) hear a version of the following:

“Can you get me to #1 in Google?”

“How much would it cost to be in the top 3 on Google?”

“How much does it cost to submit my site to the search engines?”

The Search Engine Marketer has a teachable moment when responding.

Short answers:

“Yes.”

“Depends”

“Submit your site? That’s old school SEO. The search engines will find you.”

Longer, teachable answers:

“You can be #1 on Google in a short time with Pay-Per-Click (PPC) paid listings. You only pay when someone visits your site, resulting in pre-qualified visitors. It will take months or years to reach #1 in the natural, organic, listings for which search engines don’t charge. You want, however, a combination of both organic and paid listings for multiple keyword phrases.”

“There is no menu-based, canned approach for effective search engine placement. Every promotion effort should include a well-designed and carefully implemented search engine strategy as part of a customized and diverse online marketing campaign. Budget can be determined based on the competitiveness of your market, your time and available resources.”

“Don’t pay a firm to submit your site. Search engine spiders are busy weaving the Web, visiting sites and indexing (eating up) information along the way. The Google robot (GoogleBot) crawls and indexes pages. There are tools and methods for encouraging the robots & spiders to visit your site and to tell them when there is new content to devour.”

You’re #1 in Google, now what?

What are you going to do with the increase in traffic? Average sites convert at 2-3%, meaning 2-3% of total visitors buy or fill out a form. Eyeballs (another word for impressions or traffic) do not equal sales.

• What does the searcher do when they visit your site?
• On what page does he or she land?
• What messages are you sending?
• What do you want them to do? Is it clear?
• What is your Call to Action?

You need to consider if your site “converts” your visitors. Do the pages they land on (landing pages), present a message that makes them want to know more or to buy or to find the information they need and return later?

What sells?

Most online success doesn’t come from traditional search engines, contrary to popular thought. Search engines don’t sell. What sells?

• Your website design, copy, graphics, usability;
• Opinions and peer reviews, what others are saying about you;
• Your brand, trust and credibility in your market;
• Your relationship with your customers, the conversations you keep. The Web talks 24/7. Like the lyrics from a Romantics song, buyers hear you “when you’re talking in your sleep.“

Do not be obsessed with search engines!

Search engine should represent a small part of your overall marketing campaign–your online and offline marketing and branding. It’s holistic. Turn your obsession into possession. Own your voice on the Internet.