What happens when you search on the Internet? How do you get to what you want? Most likely, you’ll skip all the banner ads, and enter your own search term. You’ll skip the “sponsored search engine results.” Maybe at this point, you can’t even see them. You probably don’t even see the shaded results on the right or any of the advertising or web infomercial type results. It’s a lot like television: if you don’t have a video recorder, you just tune out the commercials mentally.
Clearly, if you’re marketing your goods or services on the Internet, those sorts of sponsored results and banner ads give you a really dismal return on investment. Sure, they’ll generate some clicks, which will, in turn, generate some sales, but they’re only worthwhile for big, relatively rich companies.
Ideally, you want to optimize your site so that it naturally shows up high on the list. The playing field is much more level than in any other form of marketing. Small companies can own their much larger competitors.
In case it’s still not quite clear what ‘natural’ or ‘organic’ search means, its’ just the ‘editorial’ rather than ‘sponsored’ search results for whatever search engine you use. If you can fine-tune your site to land high in the list of organic search results, your marketing on the Internet will have the desired effects on your business. Unlike the paid advertisements, you can’t buy your way in. The only way to punch your ticket for this dance is natural search engine optimization.
The playing field is relatively level, but large companies do have some advantages when it comes to natural search engine optimization. They tend to have large quantities of inbound links. This affects search engine results substantially. Vendors, affiliates and partners often link freely and unbidden to the corporation’s site.
Smaller companies, on the other hand, have some advantages too. Smaller companies tend to be more willing to pursue optimizing their site to generate results organically. Smaller companies also have little or no red tape to sift through in order to get a decision made on optimizing their sites. Smaller companies tend to be more willing to outsource, perhaps because they tend to not have significant resources internally. Natural search engine optimization is both a technical and non-technical problem. Simple steps like figuring out what keywords people will search for are important, as well as understanding the technical aspects of how a search engine indexes pages.
Huge corporations, tend to view natural search engine optimization as a very small piece of an enormous puzzle. Not only that, they’ve been doing without it for years. Quite possibly, they’ve even been doing without the Internet for years. The necessary steps to successfully marketing on the internet in order to get the desired effects on your business are often too much to get through committee after committee and miles of red tape.
Smaller, leaner competitors can thus swoop in and take full advantage of organic search engine optimization and get better search engine results.