You Can’t Depend On Search Engines

Too frequently after publishing a website, I'll be asked the question "When will I be top on Google?". Not only is this a position difficult to acheive and maintain, it also usually implies that no other type of marketing is planned for the site.

It can, and does, happen. I've had plenty of happy customers come back a few months later asking why they have just dropped from top positions to lower down on the page and usually we can quickly recover them. But it's not always the case. There are probably tens of similar sites being published each month, if not each day, all competing for that top spot.

Even getting top spot on search engines doesn't guarantee lots of traffic. I've had an anonymous phone caller asking if I could create a site like Ebay for 50 and go live next week. I think he was serious. Many people like him approach me wanting a web site. When I ask how they intend to market it they say a few words about various magazine adds etc. But often when it's live they want to know where the traffic is.

I'm afraid that's not the way it works. Yes, it's possible to build a new web site and for that site to have lots of people finding it and buying from it. But that takes time and effort, and quite often customers expect that the site that went live last week should be fully up to speed this week.

It's best to have a good strong marketing plan BEFORE your site goes live. Have a realistic budget to spend and don't put all your eggs in one basket. Don't just say '1 per day on adwords', as the cost per click might be more than your daily budget. Have a look around and try other marketing schemes to TRIAL.

What's successful for one site might not work for yours, but if you look at what a similar site is doing, then probably similar ways of marketing competitor sites will work for you.

Keith runs several successful internet marketing sites. You can contact him through http://www.janric.co.uk or read his latest thought in his blog.

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