First, Google is the top search engine by far and controls over 70% of the Internet market. The second largest search engine behind Google is Youtube and 1 in 5 searches currently being done are for images. Youtube and image entries are also now showing up in straight Google searches so they are key to page ranking. The Internet is a fast paced and ever changing world so you must stay on top of the latest trends in order to put together a campaign that gets good results quickly and efficiently. To do otherwise can mean a lot of wasted time and effort.
Second, the Internet is becoming more and more important to a business. Currently, over 70% of American adults are online and when they want to know something 80% of them go to the Internet BEFORE they buy, try, go to, etc. With that said the average person never even makes it off the first page of a search and unless you are in the top five entries you may very well miss out. This is one reason why your online reputation must be constantly tracked to ensure that what is being said about you and your business is what you want your target audience to know.
Finally, it is imperative that you have a complete PR and marketing campaign laid out before you start. This is the biggest mistake I see made on any attempt to raise page ranking or handle online reputation issues. Without a campaign you are simply engaged in a hit or miss game of creating endless profiles, joining countless networks, groups and directories and keeping your fingers crossed that what you have done will keep you ranked highly on the search engines.
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