Internet marketing’s questionable return

If you plan to spend hours and hours writing posts and then promoting on social media, you should understand what the likely results will be.

If you intend to establish your personal online identity by creating records under a Google search for you name, you will probably be successful.

If you intend to dominate a search category of any significance for a business entity, you will almost certainly be not.

In most instances, there is not high demand to create search records for a personal name.

A person’s name is associated with the name itself – and that’s all that matters.

A business, on the other hand, wants to be associated with a product or service, and that’s why it’s tough.

For example, it’s easy for me to have the name of my business ‘’ appear in top search results for ‘webfour’, but having it appear in the top results for ‘web design’ is an entirely different issue.

Google practices favor the incumbent

Virtually every significant product or service search category is dominated by participants who began the process years, and years ago.

They have created enormous numbers of articles relevant to what they offer, and thousands of websites link back to that content.

These links are incredibly important to Google as the decide which pages to present for search queries.

Links are very hard to get, and the process of ‘link building’ is tedious and very time consuming.

The links, plus the content, age of the domain, and a few other factors,  allow Google to determine credibility.

Once a website has earned ‘expert status’, the can maintain there dominant position with a minimal effort.

Adding to the visibility problem are paid advertisers. High traffic categories have dozens of companies vying for top position.

Fortunately, Google is no longer the only way to be seen online, and to generate traffic. Social media advertising offers an attractive option.


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