The importance of Google, and other search engines, varies for every business or product line. It is useful if the prospect is looking for you but doesn’t remember the web address or exact name of the product/service. They want to find you but don’t remember where to go. If this is your situation, then test out some searches from the prospects point-of-view and see what comes up. If your product or service is already at the top and/or the other results aren’t competitors but rather unrelated results based on common keywords, then don’t worry about it. However, if there is a lot of noise then you may want to consider sponsored links. This often works best when you’re unable to obtain the results you want based on relevance. The best way to drive traffic to your website is to provide customers, prospects, and leads with clear, consistent communication of your web address and a reason to go there. This can be accomplished in many different ways through print materials, promotional merchandise, marketing campaigns, frequent site updates, educational opportunities and/or customer focused resources, to name a few. Whatever you do…make sure it accomplishes a specific goal which will both improve your business and provide the user with value. – Build websites that are relevant and well developed – Focus on your target market (both by niche and geographically) – Invest in things that accomplish your business goals not the current fad.
