Which Google Results Do Users Click On

Internet users are increasingly savvy, and they know that the natural search results are there by merit – because the search engines rated them highly, rather than according to who paid the most for a keyword.

Also, the natural search results are listed in the prime area of the screen, with larger titles and longer descriptions, whereas the sponsored listings tend to be marginalized around the periphery of a user’s vision. From a usability standpoint, there is a much greater likelihood of encouraging a user to click on your site in the natural search list.

This finding was supported by the Marketing Sherpa benchmarking study of 2006 which proved through eye-tracking studies that an overwhelming majority of people clicked on the listings in the left hand column and ignored the adverts in the right hand (sponsored column).

Our initial research shows that between 75% and 80% of the people surveyed typically look for results in the left hand column as opposed to the right hand AdWords.

This only means that these two marketing options need to be applied carefully and utilized together. Typically our clients get quick results and immediate leads by using AdWords while their natural SEO work ramps up. As their rankings improve naturally, we ramp down the AdWords.

Let me know if you have any questions, we are here to help.

Square 2 Marketing—helping business owners.

AdWords and Natural SEO

I thought this would be an interesting topic for a Friday afternoon. Clients and prospects alike are always asking me the difference between AdWords (Paid search programs like Google AdWords) and Natural SEO (techniques used to improve organic search ranking).

At the end of last year, SEMPO (Search Engine Marketing Professionals Organization) reported that, of the $5.75 billion spent on internet search in North America, 83% was spent on AdWords and 11% of that spend was invested in SEO. Only 11% on SEO, doesn't that seem low? Mid-year 2006 studies have indicated that the relative investment in SEO has fallen even further, while the overall search industry continues to grow at a blistering pace.

Why are marketers spending less on SEO? Here's a simple theory: For new and intermediate search marketers, the return on SEO investments seem elusive, while the return on AdWords investments are more immediate and clear.

If I dump $1,000 into the Google AdWords machine, I can generate 700 clicks and 50 qualified leads within 30 days and I can show my boss that we rank #1 for keywords in our primary category. The key to strong SEO results is good process, constant monitoring, and a strong ability to keep making changes to your website conducive to improving SEO performance.

If this is a topic that interests you, I am happy to continue to write on the subject. Email me and let me know.

Square 2 Marketing—helping business owners.

Trademarks; What, When, Why, How

A trademark is defined as a name, symbol, or other device identifying a product or service, officially registered and legally restricted to the use of the owner or manufacturer. In short, that little ™ is used to tell the world that this product or service is yours.

Typically, we tell our clients to use the ™ on anything that is proprietarily theirs. Claiming ownership is a positive exercise. Claiming ownership is really the easy part. Preparing to defend it, should that become required is where it gets trickier.

Getting a trademark through the U.S. Patent and Trademark Office (USPTO) takes about 15 months, but its really quite affordable. The initial fee is $375 on paper and $325 if you do it electronically. This paperwork will give you the official documentation required should some steal your mark or challenge your ownership.

Let me know if you have any specific trademark related questions, I am happy to help.

Square 2 Marketing—helping business owners.

Call Your Clients Everyday

Wow, it’s been a while since my last post on April 24^th. That's way too long and for that, my sincere apologies. My recent stream of consciousness should provide a nice thread for the next couple of weeks.

It has become apparent to me over the past couple of weeks that despite what any of us think, people do business with people. That being said, I think we need to keep in mind how important it is to develop, cultivate, and proactively work towards creating a strong personal relationship with our clients.

How do you do that?

Here is one way we are doing it. It might sound basic, but we implemented a client call program. Every week, we identify 10 clients for me to call. A call from the president to proactively reach out for feedback or to ask how we can help them makes all the difference. To keep the program from feeling overwhelming, I only make two calls a day. Even if I leave a voice mail, the client gets the feeling that we care.

This can work for every business and truly differentiate your business.

Let me know if you have any other ideas.

Square 2 Marketing—helping business owners.