THE NECESSITY OF SYNERGY
IN SEARCH ENGINE MARKETING
Why do we advocate using all elements of SEM?
Because to do so will make websites more profitable!
By Gerry Grant
While it may seem like a cliché to talk about the importance of synergy in life and business, it is not. In fact, successful businesses thrive on synergy, the process that allows greater results from two or more influences or agents acting together. Good marketing professionals know this.
The definition of synergy explains why it is critical to Search Engine Marketing (SEM).
- It is a mutually advantageous conjunction where the whole is greater than the sum of the parts;
- It is a dynamic state in which combined action is favored over the sum of individual component actions;
- It is behavior of whole systems unpredicted by the behavior of their parts taken separately.
Roget’s Thesaurus gives us some interesting synonyms for the synergistic force:
Cooperation, mutual effort, alliance, assistance, collaboration, combined effort, in concert, harmony, symbiosis, teamwork, union, unity.
Search Engine Marketing calls for a unique kind of synergy. It requires that the elements that make Search Engine Marketing (SEM) successful be allied in harmony with each other and traditional offline marketing efforts. Several important elements of SEM, when combined, produce results that are far greater than if only one or two of the elements are used to optimize a website. These elements include the use of ‘natural’ and ‘editorial’ Search Engine Optimization (SEO), Pay-Per-Click, plus an assortment of other issues including web design, landing pages and email capture. Research shows that the average increase is 108% when search engine marketing is outsourced vs. 32% when done in-house. While both of these numbers are good, the higher result is worth the extra investment.
Next Page | Introduction to search engine marketing and PPC.
ABOUT THE COMPANY – SEARCH–OPTIMIZATION.COM
An Orange County Internet Marketing Company
Established in 1994, Search-Optimization.com is an Internet marketing firm dedicated to making clients’ websites work smarter. That translates into more qualified site visitors, enhanced profitability and maximum Return On Investment (ROI). Our clients are medium to large sized to multi–million dollar corporations, advertising agencies, PR firms and the clients they serve.
ABOUT THE AUTHOR:
Gerry Grant CEO/Founder Search-Optimization.com, an Orange County Internet Marketing Company, has been actively involved in search engine marketing since 1994.
Additional Resources available at www.search-optimization.com.
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