He added: 'When someone types in the keyword phrase and finds you in the top 10-30 results you have done your work.'
It means the foundation of any marketing campaign that is going to use search should be organic. 'That's where you can really shine because these are the true results of the search engine,' said Horvath.
Organic search, though, takes time and effort to build and around 60% of internet users don't know the difference between organic and paid-for search.
A faster way to success is the pay per click (PPC) model - or paid-for search. The advantage with PPC is that the company is in control, unlike with the organic model, because the organisation chooses the start and end date, as well as what is spent. It works best, he said, when a company offers a perceived value.
'With PPC you know exactly what's going to happen. The downside is it costs money.'
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No silver bullet to topping Google
- United Arab Emirates: Thursday, March 05 - 2009 at 00:05
Search engine expert Laszlo Horvath, President of ActiveMedia, has told delegates at the AME Info Digital Marketing Conference that there is no silver bullet to get a company to the top of a search ranking. The most effective method of being on the first few pages of results is to ensure you are 'relevant to your customers', because that way, a company is likely to be using the correct keywords that will make their site more visible.
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Rob Jones, Editorial DirectorThursday, March 05 - 2009 at 00:05 UAE local time (GMT+4)
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This article was updated on Mon Mar 09 2009.
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