Summertime's ending ... and the living was not so easy. Baltimore's favorite season is coming to a close. The O's are in full swing at Camden Yards, the smell of charcoal BBQ smoke fills the last warm dusky evenings, and the local crab shack is recovering from the Labor Day weekend push. But this year, summer wasn't as carefree as it's been in the past. Recession rumors, first fueled by the subprime mortgage crisis, failing financial institutions, the stalled real estate market and skyrocketing gas prices seem to have led to economic slowdown reality. Everywhere, consumers curtailed summer expeditions and stuck closer to home, and the mood in the Baltimore business community is definitely somber.

With summer at its close, let's take this opportunity to reflect on how the values of summer are the same ones that can help us strengthen our businesses during the tough economic times coming this Fall. Summertime has always been about appreciating the, well, sunny things in life – time with family and friends, great fresh foods, and fun activities. It's really about getting back to basics, right?

To recalibrate our business mindset and prepare for a strong start out of the gate this fall, let's all rally for a return to the business basics. Here are the five things that form the foundation of a successful business.

1. Products and/or services that are meaningful and usable
2. Positive perceived value
3. Customer Service with a sincere and truly helpful spirit
4. Motivated, productive employees
5. Cost-effective marketing that delivers solid, positive return

I'd like to share a little bit about my experience with the last of these business basics. This past April, my agency celebrated its 10th year of existence. Could I possibly have already survived a decade in the online marketing industry? During this time, the digital medium has developed faster than I ever thought possible. Every day there's another technological innovation shaping and defining the true value of the Internet.

Just read a few of my past posts to see some of the new developments and trends, and forget Web 2.0 – Web 3.0 is already on its way!

In the early days, one technology revolutionized the mass use of the Internet: the search engine. Search engines made the exponentially growing Internet surfable and made household names out of companies like Google, Yahoo!, Alta Vista and suddenly it was, Microsoft who? Search engines also provided one of the world's largest (and most profitable) marketing channels, yet how to best leverage the power of search engines has been something that’s eluded marketers, even today.

Improving search engine rankings, officially known in the business as “Search Engine Optimization” or “SEO,” has been described by some as “voodoo, black magic” or “too complex and ever-changing.” At industry conference ad:tech, SEO was voted as one of "Top Three" best online marketing tactics in 2007, yet the largest companies have been the slowest to optimize their Web sites. When nearly 70% of users prefer to click on “organic” listings than paid ones, when page one organic rankings can result in an 18-fold increase in site traffic and when 36% of search engine users believe that the companies whose Web sites are returned at the top of the search results are the top brands in their field, you have to wonder why neglect of SEO is so rampant!

Here's some food for thought about SEO.

1. Showing up in the first few pages of a search engine is the easiest way to drive substantial traffic to your Web site and to increase your company's visibility online. It's the equivalent of having a better location and a bigger sign for your business.
   
   
2. Of all your advertising and marketing tactics, on and off-line, SEO is BY FAR the most inexpensive tactic you can consider. If you're recessionary budget is on a diet, shifting dollars to search is a wise move.
   
   
3. The idea that SEO is too complicated and difficult to execute is a myth. With an experienced, knowledgeable search marketing team and a solid web developer in your corner, SEO will not be a strain to implement.
   
   
4. Unlike much of the rest of your marketing efforts, the Internet makes tracking and measuring your results possible, and organically-referred search engine traffic is no exception. Wouldn’t it be nice to know your ROI for a change?
   
   
5. Dollar for dollar, SEO provides more qualified Web site visitors, leads, and sales than any other marketing tactic. Search engines provide 80% of all Web site visits and using search engines is the Number Two activity that people do online behind checking email. Think of it this way, for each keyword you optimize on your Web site, it's as though you have another salesperson in the field soliciting and converting leads for your business.
   

I think the argument is pretty convincing, and it’s why, despite the fact that I own an online marketing and advertising agency that performs all kinds of online and search marketing (some which cost a lot more money), I still tell new prospects that if they’re not covering the basics with SEO, they’re doing themselves a disservice. During an economic downturn when dollars are tight, it makes more sense than ever.

Self-Serving P.S. I’m putting my money where my mouth is. Our "Summer of SEO" promotion, which we're extending exclusively for CityBizList readers, is offering 10% off our SEO services – a cost savings of $1500 or more! Visit our Web page or email me direct, hollis@webadvantage.net, to learn more.

Labels: Baltimore, search engine optimization, seo

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