Damn. I just got off the phone with a close buddy who was taken advantage of by a shady search engine consultant. He’s attempting to market his own books. He’s getting into blogging, and I wish he’d asked me before spending thousands of dollars on almost nothing.
What’s more difficult is that you can’t avoid having an Internet presence if you’re running a do-it-yourself company, one of the 21 million onesey-twosey companies in the United States.
It seems inevitable these days, dealing as I do with startups and more startups: you really shouldn’t be seriously considering establishing a company without knowing the fundamentals of search engine placement, keyword purchasing (Google AdWords and its rivals), and basic analytics.
True, some companies remain unaffected by the Internet, but they are becoming fewer by the day. Even the most traditional brick-and-mortar companies, such as dry cleaners, restaurants, plumbers, and other services, rely on Web searches more and more every day. The Yellow Pages aren’t enough anymore.
Here are a few useful keywords to be aware of: “Search engine optimization” is the abbreviation for “search engine optimization.” Keywords and keyword searches are purchased by people. Google AdWords and Google Analytics are the industry leaders, but they aren’t alone.
An honest consultant would be beneficial, and there are many of them. I’ve met a lot more honest people than jerks. Unfortunately, when you’re on the outside looking in, it’s difficult to know.
I’d suggest at the very least doing some of your own research to get started. I recently performed a Google Analytics Tutorial search and came up with a number of intriguing results. Then I performed a Google AdWords Tutorial search and came up with some intriguing results (looks like you should start with the Google offerings for sure).
Then I went to Amazon.com and looked for “google adwords” and “google analytics” and found some interesting results.
The idea is that this is your company. Spend some time with it. There’s a lot of free assistance available on the Internet, and a few excellent books costing $10 to $20 each are a far better investment than battling with this.
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