Can You Afford Not to Optimize Your Site?

If your responsibility is to increase online revenue, you'll need the right resources.

Investing in a search marketing campaign is like spending money on any other type of marketing. The costs parallel the challenges. And everyone's challenges are different. Robust campaigns generally start around $30,000, require 6-8 weeks to implement and result in benefits as diverse as the campaigns themselves.

The scope of search engine optimization and marketing is extensive in regards to application and implementation. Search marketing—also known as Web site marketing, Internet marketing and Web site promotion—can help create a solid Internet foundation on which your business can build.

Because every business is unique, your first task is to clearly identify what it is you want to accomplish. Do you want more brand visibility? Do you want to reach a specific audience? Obtain a higher position in Google? Increase online sales?

After you identify your business goals, partner with a reputable search engine marketer (SEM)—also known as a search engine optimization (SEO) company. These specialize in the technology that generates traffic and positions for clients. A knowledgeable, experienced SEM/SEO can assist you every step of the way while keeping the best interests of your business in mind.

But before we delve into the fundamentals of how search engine marketing can increase your online revenues, let's take a look at some of the benefits of successful search engine marketing to get a sense of what can be accomplished.

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Lisa Wehr is president of Oneupweb. For more information, visit oneupweb.com.