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SEM For Sites That Have Organic Ranking Problems

by | Jul 20, 2011 | Search Engine Marketing, Search Engine Optimization

Many websites are created in such a way that it is difficult to get ranked in the search engines without a complete overhaul. Because some websites were created incorrectly, it is extremely difficult to see results from SEO (Search Engine Optimization.) Occasionally these sites even have problems ranking organically for the name of their own business! Without performing an entire website redesign there is one thing that can be done to make sure that the website is seen and can be found in the organic listings, even by existing customers. A good first step in determining if your website’s ranking problems are due to the way it was constructed, you need to know what causes the problems with SEO.

What Types of Website Would Have Trouble With SEO

The majority websites on the internet, especially those built by DirectiveGroup, will perform very well organically or can easily be optimized for search engines. However there are a few types of websites that, based on how they were developed, can run into major problems when it comes to being indexed by Google, Yahoo or Bing. These sites include:

• Sites built using only Flash
• A framed site
• Templated sites, like those built for many doctors, lawyers & dentists

While these types of sites can be problematic for display in the “free” or organic listings, they can start displaying for potential clients in another way. Using SEM (Search Engine Marketing), also known as PPC (Pay Per Click) or paid search, can get these sites shown on the first pages of search results without a major website redesign.

What Does SEM Do For These Sites

The focus of an SEM program for websites that don’t display organically is different than regular paid search campaigns. Usually a paid search campaign is solely focused on driving new clients to a website. When the paid search campaign is designed to replace organic rankings, the focus is becomes less about new clients. The PPC program now must also ensure that existing clients can find the site, especially when they may not remember the company name, and to create brand recognition for the company.

SEM Expectations For Problematic SEO Websites

Since the focus of websites using SEM as a replacement for SEO is different, the expectations need to be reset. From our experience, the majority of conversion on these sites will come from existing clients who do not remember the name of the business. These clients would typically be lost to another company, simply because they could not find your website. It is important to think of returning clients who found the company through a paid search campaign not as a poor conversion, but as potentially lost revenue retained by the business. With this in mind we have seen these types of program performing incredibly well, with conversion rates as high as 15 to 20 percent.

If your business is finding that it has problems ranking organically, or it is one of those problem sites listed above, please contact us to find out how we can help you get the online traffic is should. We can’t wait to hear from you.


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