Contact Us:

Searching for answers in all the Web places…

June 6, 2007

If we value the pursuit of knowledge, we must be free to follow wherever that search may lead us. –Adlai E. Stevenson Jr.

Anyone out there old enough to recall what life was like before the big search engines like Google, Yahoo Search and Microsoft offered the enormous virtual pathway to knowledge that has forever changed the way information is gathered and disseminated? Hard to believe that 550 million U.S. and 2.7 billion global searches are conducted daily worldwide.

Clearly, there is no longer anywhere to hide- now it’s all out there for the hunting, pecking and searching. And that can be a really good thing when you know how to get yourself, company and/or cause out from under the radar and into the Web strobe light of awareness, recognition and hits.

Now only a very small minority don’t search on line before making a purchase decision. A recent study Google ( now so pervasive we’ve added it to the lexicon as a verb) undertook with Forrester Research shows 80% of respondents rating the Web as the number one resource for finding information prior to a purchase, whether on line or off.>/p>

Data further indicated that 64% conduct research on line for a purchase they then make offline, indicating that even companies who sell entirely off line (lawyers, doctors, architects, engineers, accountants and many more) must have an online presence to carry the target from a casual search of key terms that might fit your category or industry (and your competitors) straight to your Web site, in the most direct possible way.

Your site should be relevant enough to jump up in the search engines databases because online and offline, as long as one can remember, information still leads to awareness and influences the buyer to make a purchase decision. A recent Piper Jaffray survey showed that 96% use a search engine to locate and learn more about professional service firms and professionals; 93% use it for health information; 89% for entertainment and 78% for real estate. What that means is that a company can’t afford not to optimize its online presence in today’s super e- highway.

So how does all of this work? The search engine, which is in essence an information retrieval system, leads you to content via search terms that relate to your industry in general or your company in particular. When Google rose to success in 2001, they were using PageRank and link popularity, in addition to 150 other criteria, to assess the relevancy of a Web site. The algorithm remembers where it’s been and the cross links join those into groupings that can raise your chances of being found in a search.

Web search engines store information about Web pages, which comes straight from the Web and are retrieved by a Web crawler (or spider, as it’s sometimes called) that follows the links it sees. Web page content is analyzed and then indexed based on key words that are on the site, and how relevant or popular that particular site is. So in essence, search engine optimization (SEO) is an attempt to improve the rankings for key words in search results by improving a Web site’s content, structure and links. If you go to search “real estate listings in Charleston”, you want to be the first realtor that best matches those search terms.

Search engine marketing (SEM) employs different marketing methods to increase the visibility of a Website, such as search engine optimization, as noted, and pay per click, where a company bids on key terms, the price of which can fluctuate based on the popularity of and demand for that term or terms on a given day. SEM can also involve paid inclusion, which feeds listings into search engines, most often shopping and price comparison sites (think or NextTag).

Paid direct links (vs. natural links that may be embedded within a site) are ad links, sometimes purchased from a search engine site. They’re like the links you see to the top or right of the Google et al search page(s) that companies pay for to increase the chance they’ll pop up faster in the search results. Paid link brokers have made a fortune selling these links, but they do pose issues for the search engine algorithms by changing the landscape of paid vs. natural links and the site’s almost autonomous (think site-inherent, earned) vs. forced (think paid, sponsored) popularity.

Two other search tricks of the trade to consider are “social media” optimization, which places opinions, thoughts and commentary within online communities via blogs, for example, hoping to spread ideas virally. Video search marketing places short video clips on sites (a highly popular one of which is YouTube) to be picked up by search engine crawlers/spiders and then promoted via better ratings.

And since we all know that the one constant is change, and the online marketplace by nature changes instantaneously, buckle up fast, as evidence of the almighty dollar behind the web comes in the form of mergers and acquisitions the likes of Microsoft buying digital marketing firm aQuantive, and global communications firm (and former employer) WPP Group buying 24/7, and Google outbidding Microsoft for DoubleClick, a leading online advertising, “rich media” agency.

These deals alone represent about $11 billion changing hands but maybe that’s small change to these media buying giants when you consider that advertising revenues are increasingly shifting to online and interactive channels (projected by Microsoft to be $40 billion this year). Change, change, kaching!

So this just scratches the surface of all there is to know about the power of search engines and how to make them work for you. The internet has forever changed the way businesses promote themselves and now that we know just how many (and often) consumers flock there to learn, find and buy now’s the time to rev up your engines, search and be found.

Elizabeth L. Boineau runs E. Boineau & Company, a strategic marketing communications and public relations firm based in Charleston.  You may reach her at eboineau{at}

Partners with Industry Leading Tools

Google Analytics
Google AdWords
Google Analytics
WSI Corp
Guide To A Top Performing Marketing Program

The Guide To A Top Performing Marketing Program for Your Business

  • A process only 20% of companies use, but you literally can't succeed without it.
  • Little-known "switch" which flips campaigns from "unprofitable" to "profitable".
  • Multiply your ROI 4x with this automatic, repeatable process.
Download This Must-Have Resource
25 Must Haves for Internet Success

25 Website ‘Must Haves’ For Increasing Your Traffic, Leads & Sales

Whether you’re looking to build your first website, or if your existing site just isn’t getting the traffic or leads you were hoping for, you may wonder what it really takes to have a great website.

Follow these guidelines and you will soon have a great website that generates traffic, leads and sales.

Download Increasing Sales Guide

Latest News

Get the latest from our blog.

Frequently Asked Questions

B2B search engine optimization (SEO) is a specific type of online marketing tactic/service that can help a website of a B2B business gain more traction in order to increase their search engine rankings on Google, Bing, etc. What differentiates B2B SEO from B2C, is that for B2B SEO keywords focus on specific words and phrases that business/vendors search. A B2B SEO agency like WSI B2B Marketing can provide you with leading B2B SEO solutions.

Yes, with the right SEO strategy your B2B business will not only improve its search engine rankings, but it will also expand its online reach, and build trust for your brand. There is no better way to show potential B2B vendors that your company is knowledgeable and can deliver the services needed, than having a website and online marketing content that is easy to find and trustworthy. WSI B2B Marketing is a leading B2B SEO agency that can help B2B companies. Contact their team for services.

The cost of SEO services depends on the B2B SEO agency and the services and payment model they offer. The average monthly cost can range from around $750 to $2,000, while hourly rates can go from $85 to around $200. For entire projects, prices range from $5,000 to $25,000 and up. Reach out to B2B SEO agency WSI B2B Marketing for more information and services.

A B2B SEO agency can increase your brand’s online presence and help attract potential leads to your company’s website. By increasing your search rankings and visibility, businesses will get more clicks and users to their site and can increase sales opportunities. An SEO agency like WSI B2B Marketing provides a range of online marketing solutions. Contact them to learn more and improve your online presence today.

Basically, B2B lead generation services will locate customers looking for the specific services/products that you provide and lead them to your website or e-commerce platform. Lead generation is vital not only for marketing teams but for B2B sales as well. B2B SEO agency, WSI B2B Marketing, provides lead generation and other SEO services designed specifically for B2B operations. Contact their team today to get started.