When it comes to internet marketing, traditional web site optimization (SEO) still stands as the holy grail, but an increasing number of small and medium sized business owners, facing the prospect of high SEO fees, are just now beginning to turn to an alternative promotional method that is generating consistent and quantifiable results at a fraction of the cost. The cost of SEO, at least when it comes to highly competitive keyword phrases, is prohibitive for all but those with deep pockets.
“Matt Hocken, of Interactive Marketing, Inc., estimates that one can expect to pay upwards of $50,000 – $100,000 a year to secure top ten Google placement for a highly competitive keyword phrase like ‘life insurance’ or ‘debt consolidation’ and that’s obviously out of the question for the small to medium sized business,” Ron Scott, Fast Track SEOP’s senior publicist reports.
Even the cost for placement using less popular keyword phrases can be high.
“A Houston publicist recently paid $5,000 to get her website optimized for a small number of obscure keyword phrases that Overture reports are cumulatively generating fewer than 200 inquiries a month. Not told that 50-75% of those searches are being routinely conducted by webmasters, SEOs, and website owners checking the current status of their websites, she’s now wondering if she’ll ever recoup the expense,” Scott says.
So what•�€™s the alternative? Pop-ups? Pop unders? Banner ads? Email? Not hardly.
Unlike an organic search engine optimization program that can take months and even years to start showing results, internet press releases start generating interest the day they are published.
“A properly optimized and distributed press release will typically generate 50,000 – 100,000 actual reads the first week it goes on line,” says Scott.
According to Scott, unlike traditional press releases, 98% of all internet press releases are read by consumers and B2B prospects.
“Originally, press releases were the exclusive domain of the Fortune 500 and were directed to the mass media, but not any more. Small and medium sized businesses have discovered that they can deliver their messages directly to a broad (national or international) or highly targeted (local or regional) audience on the internet and, thereby, eliminate the tedious process of media placement,” he says.
Scott points out that the value of an internet press release promotional strategy doesn•�€™t stop there.
“Press releases can also be optimized for organic search which enables those who find their newly published websites residing in Google purgatory, the opportunity to secure top ten rankings in a week or less,” Scott says.
To illustrate the value of the internet marketing strategy, Scott points to a release he prepared and distributed on behalf of a little known manufacturer in New Zealand.
“The first 30 calendar days, it generated 133,686 reads, drove over 25,000 visitors to their website, and generated 100s of inquiries from B2B prospects all over the world,” he says. “Since that sampling taken at the beginning of June, the release has generated an additional 42,443 reads and a commensurate level of traffic and inquiries. “It’s the gift that keeps giving,” he says.
Has traditional web site optimization outlived its usefulness?
“For most of our clients it has,” Scott says.