The British stiff upper lip is well and truly in action, despite the credit crunch. We soldier on, muck in, dig deep and pull in purse strings - all those great metaphors that keep us going when times are tough. The credit crunch has even been going long enough to put the squeeze on some of our highest paid celebrities who find themselves having to drop property prices and fees by hundreds of thousands of pounds. Nobody is immune.
However, when it comes to surviving in business, holding onto our cash is not necessarily the way to go. Sometimes, 'speculate to accumulate' is a wise saying. But how do we do this when there is so little to spare? Well, we do it wisely and we do it in a way that will have maximum impact on our business.
It's widely accepted now that the internet is the most effective medium when it comes to getting our company out into the public domain. Most people will automatically turn to the internet and the ever present search engines to find what they need quickly and easily. However, most people will not search past page two or sometimes three when it comes to working their way through a list of search results. Given that there are billions of web pages available, you really only stand a chance of your internet presence being seen when you appear on those first few pages.
But how to do this? If you did a search for women's jeans in Google you would find there are two and a half million pages available. Obviously you will scan over the first few pages thrown up and more than likely find just what you are looking for. The rest of the pages are pointless.
For those businesses that want or need to be first in search, the only answer is search engine optimisation. The wonderous rules that make up how a search engine decides on the priority of how pages are presented is not to be understood by the average human. It takes a certain specialised knowledge to be able to not only understand the rules, but also know how to use them to the best advantage and to follow changes that would otherwise see a previously listed site being dropped.
It is essential for a company that is struggling to get as much publicity as possible, to attract attention and to let potential customers know that they are there. This can't be done through the medium of newspapers. Many people read newspapers online so will no longer see advertising and even if they read a paper, many will ignore anything other than the headlines.
Radio advertising is costly and reaches only a very limited audience. However, the vast majority of shoppers and potential clients will immediately turn to the Google guru for news on where, when and how they can get what they want. Search Google for the product or service you sell and see where your website features. If it's not on the first few pages then it's not effective and you are missing out on much more custom.
Search engine optimisation specialists will see a website the same way a search engine spider will. Information is presented to these robots in a different way to the way we see it on a page.
Understanding this is crucial and makes the difference between effective internet advertising and wasting your money managing a site that never gets viewed.
Much internet business comes from random people that pick up on a website through search, not from those that already know the company name and search using that term. It is these random customers that can lead to so much more so getting your website onto page one or two will see you increase your income no end and may just be the making of your company. How can you possibly afford to think of any other way to get your company seen?