The Traffic Vault Blog

I

Myth: Search engine ranking leads are not as effective as those from traditional
marketing (print, direct mail, PR, etc).
Fact: Searches are pre-qualified leads, i.e., they are from individuals who are
already searching for the products and services you offer. Traffic arriving from
search listings resulted in 55% of all Internet purchases as compared to only 9%
from banner ads. (NPD Group, Jan, 2001)

II

Myth: Off the shelf software that submits your site to thousands of Web sites and
provides cool reporting tools can do it all.
Fact: Search engine marketing involves more than just submission. Determining
the proper keyword phrases and site structure, optimizing the appropriate pages,
and creating strategic links are extremely labor intensive. Submission isn’t a big
deal as there are only about 15-20 search engines and directories that you
should even care about.

III

Myth: Any ranking will help to drive traffic to your web site.
Fact: In a study at Excite.com, over 70% of searchers only looked at the first two
pages of results. If your site does not rank in the top 20-30 in the major search
engines, then it is virtually invisible.

IV

Myth: You should achieve top rankings for a specific URL or company name.
Fact: Unless your company is a household name, in most cases it isn’t
worthwhile to achieve top rankings for it. If your company is Bob’s Diet Cookie
Company, some possible keywords should be sugar free cookies, diet cookies,
low fat cookies, etc.

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