Dear Snap-D: We would like to get higher up in search-engine ranks. Do you know if Google AdWords will help us improve our search results?
A: By placing an ad with Google AdWords, your firm will get instant exposure in the search engines under the “ad sections,” which appear at the top and right side of the page next to organic Google search results.
AdWords is paid advertising or pay-per-click. When people type in search terms and their search terms match keywords you’ve chosen, your ad appears. When people click on your ad, they’ll go to your website to learn more about your firm.
The service is very measurable and highly targeted. You can either work with a Google representative to help you create your campaign or hire a marketing professional who can help you.
But while it may help you get onto the front page of Google search results temporarily, remember that the minute you stop the campaign is the minute you’ll no longer appear on the front page of Google.
I would recommend a content strategy combined with Google AdWords so that you are killing two birds with one stone — and when you decide not to advertise, you have at least helped yourself climb to the top organically.
Q: We’d like to be included in industry rankings. How do we get included on those lists?
A: Most of the time, publications already have the names of firms they would like to contact and feature in their products.
To be proactive, you may call and remind them about your firm. If you meet the criteria, they should include the information.
The important part is to constantly maintain relations with the research and editorial folks from the different publications so that your firm is frequently at the top of their minds.
Q: We’re a general-practice firm sponsoring an event and would like to know if it’s best to market the firm generally or focus specifically on a practice group within the firm.
A: Unless the non-highlighted practice groups would have absolutely no value to the audience attending the event, I would suggest marketing the firm as a whole rather than focusing on a particular practice area.
On the flip side, if the event is geared to a very specific audience, you may want to still market the firm as a whole, however, add a headline to your ad or logo that speaks directly to the audience that will be in attendance at the event.