SEO PPC And Supermarket Slotting Fees

July 22, 2008

This one might be a stretch for many but give me a few moments to explain. If you have a product that you would like sold in just about any supermarket today, you will first have to pay slotting fees. That’s right grocery stores require fees to be paid just to display your products on their shelves. It is a very difficult process just to earn the right to sell your products. Once you have earned the opportunity to sell your products, you then must pay before you have ever sold anything. This has been going on for decades.

In many ways, Pay Per Click search engine advertising programs like Google’s AdWords are very similar to slotting fees. You pay to play and you keep on paying daily. That is why I like search engine optimization. SEO can provide many websites the opportunity to avoid paying for search engine traffic.
A well optimized website has the ability to end up high in the free organic results. What’s better than free advertising that is highly targeted? If you are in the industry you already know this, the comparison to slotting fees maybe unique, but the basic concepts are still the same.

We write for a larger audience other than the SEO crowd. Our readers are searching for small business SEO solutions. These kinds of analogies we believe are very useful to our core readers. The website owners have two choices they are, pay to play using PPC or optimize. But let me caution you here, my small business friends, SEO is never a one and done situation. It puts you in a position to gain higher search engine rankings. Maintaining that ranking and taking it higher takes lots of planning and effort.

Just like in grocery sales, it is not enough too merely to get placed on the shelf. You have to continue to market your product. The same is true with successful websites. They create other advantages through different channels such as inbound links. You simply do not have the luxury to do SEO on your site and call it good. A truly successful website owner knows and understands that SEO is part of the process, and not an end all option.

As a small business owner who wants to play the search traffic game you have to pay to play. You can pay once for SEO or you can pay everyday using Pay Per Click.

Which makes more sense to you?

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