SEO As A Marketing Tool

We have been looking at the different forms of Advertising and Marketing in our recent posts. As we have seen, there are a number of different tyes of advertising. But perhaps the most valuable is free advertising. This can be word-of-mouth or different types.

We’ll look at some of those different types over time but today I want to consider a special form; the business you can get from the front page of Google As you no doubt know being on the front page of Google means being seen by a lot of people. And not just any people, these are people who are looking for the product or service you sell. Being seen by them translates into sales.


Search Engine Optimisation (SEO) is the process of deliberately trying to get to that front page. This is a process that can be achieved for specific searches and you can hire a company to do it for you. There are a number of agencies around the world that focus on SEO.


One I have dealt with is based in Cork, Ireland Asterion SEO is an SEO services company that deals with clients around the world. They focus on what they describe as “moving your store from the Sahara to Times Square.” Implied in this is the fact that you can choose strategies that will get you to the location you want to be.  How is this possible? Well that’s a complex strategy that is outside the scope of this post. But lets assume it is possible to decide this and get to that front page. What will that do for your business?


I think we can agree that it will make a big difference. The comparison to the move from the Sahara to Times Square is very descriptive. Getting that passing traffic (but in Googles case it’s not just passing traffic but traffic that’s looking for your product) is powerful. Suddenly you see sales – and it’s sales that you don’t have to keep advertising for; there was just an initial cost for the move.


Every sale is now achieved without any spend on advertising. And if it’s any good then the sales generated from Google also add word-of-mouth promotion.


Brian O’Connell who founded Asterion SEO says that getting to the front page is achieveable – but takes time and, depending on the searches you want to get found for, can take some money. But doesn’t have to be. He says that you should consider it a long-term investment


Personally I find this to be the best and most pwoerful form of advertising. Many people claim that free traffic is not good because you don’t control the volume and can’t scale it. But that’s not the point. All businesses require a core income stream that acts as a base. Once you have that then you can decide to take paid ads later. But having that core is essential as a floor from which to grow and scale.

Like all other free traffic sources SEO is a powerful tool and one that should be considered by all. We’ll take a look at the other free sources soon.


Contact Details For Asterion SEO





Marketing or Advertising?

For many small businesses the difference between Marketing and Advertising is vague at best and they are interchangeable at worst. Does this matter?


First lets see what the differences actually are and then we can consider our main question of today; do you need to know the difference at all?


Marketing has been described by The American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Advertising is defined by the Collins English Dictionary as “the promotion of goods or services for sale through impersonal media, such as radio or television.”


As we can see from these definitions the difference is that Marketign is a process and set of tools that include advertising. Advertising is thus a subset of Marketing. Marketign in fact includes all the ways to communicate with a customer such as Public Relations, Advertising and even simply conversing. It is the system of communication.


Advertising is the direct message but only when presented in an impersonal media. Talking to your customer when they come into the shop is marketing but not advertising.

Large companies tend to have both marketing and advertising budgets. But this is not the case for small businesses. Does it matter?


I think the answer in most cases is no. For a small business the expense is in the advertising; press, flyers, signage etc. However it is important that you consider your advertising in the context of your overall marketing. Think of the image and values you are trying to convey; are you focused on fresh food? In that case just having newspaper adverts that scream about low price is not the message you want. Sure you can use this occasionally for a sale or to generate a spike in interest but it is not the continual message you want to advertise. And where you advertise will also play a role; Rolex do not advertise in your community paper – they choose high-end fashion and business magazines.

Before you begin to advertise then you need to have fixed your marketing message. And then each advert needs to be considered with this in place. After that you can just go about your business with periodic reviews of what advertising media fit into your marketing plans; press, tv or radio? paid online adverts or SEO?


But apart from that there is little point in a small business worrying about definitions.