Air Conditioning company in Sydney chooses not to fully utilise organic search engine optimisation, and appears to spend up big on radio advertising on the Kyle and Jackie O show.
SEO AustraliaSEO

Sydney Air Conditioning company uses radio advertising but not SEO

Follow JustWeb on Twitter Visit JustWeb's Facebook page
35 visitors are currently online at justweb®

SEO Menu


SEO Awards

SEO

Search Engine Optimisation (Search Engine Optimisation)
Statistics show us that more than 80% of traffic from search engines comes from organic results. Basically, unless you are on the first page of Google™, regardless if you have a PPC strategy, your website may not be performing to it's full potential. For experienced, proven SEO Australia results, contact us today about website audits, SEO, and how we can improve your organic search engine optimisation with proven results.

Copywriting

Website Copywriting A good copywriter knows which words trigger the feelings that compel people to make decisions. They write with flair, making it easy for people to be drawn into what they are saying about your business, services or products. Read an an example of good copywriting for a fictitious Sydney Mercedes Dealer, or just "ok" website copy for a Used Mercedes dealer.

Trademarks

Trademark Registration The most effective way to safeguard you against people "trading off" your business name, product or service, is to register a trademark. For more information, including about the justweb® trade mark, please read our trademark registration article.

Bookmark and Share

W3C Validated: XHTML | CSS

News, Blog and Article index page
I wrote an article about radio advertising in 2008 which focussed on companies who spend up big on radio ads, but don't get their website in order first, thus resulting in server issues, page not found errors, and other nasty (embarrassing) stuff. The article, by the way, is still on page one of Google for "radio advertising".

This article, however, is about companies who choose not to utilise the power of organic SEO, either partially or completely, and instead spend (potentially) tens of thousands of dollars on short burst radio advertising or TV commercials.

I don't get it. The ROI (return on income) can't be compared.

radio advertising on the Kyle and Jackie O show Take for example the Sydney air conditioning company, J&J Metro West. I heard them advertising on the popular Kyle and Jackie O morning radio show on Austereo's 2Day FM recently. But they didn't only advertise, they went even further by running a competition as well, giving away an air conditioning unit - very timely considering how cold it's been in Sydney lately.

Given the ratings of the Kyle and Jackie O show, I think it would be fair to say this sort of advertising (radio ads and competitions) on the top FM morning radio show in Sydney would cost a pretty penny. The radio ad went something like "Google J&J Metro West for more information" (which is ironic), with the competition giving away an air conditioning system running separately.

By the way, they are of course #1 in Google for "J&J Metro West" - which is fortunate because that is what they ask listeners to "Google" - but guess where they are for an important search, like "Sydney air conditioning"? People don't seem to realise they need to target WHAT they do, not WHO they are.

Anyway, unfortunately it seems J&J Metro West do not appear to have spent very much of their advertising budget on search engine optimisation - or if they have, it doesn't  seem to be have been effective. Their budget appears to have gone instead on SEM (search engine marketing) and radio ads.

By the way. don't get me wrong - I'm not knocking the Kyle and Jackie O show - it (and Hamish and Andy) are the only FM radio shows I listen to. They charge a fair rate for the audience they have. But what I AM saying is why do companies spend (potentially) TENs of thousands of dollars on radio ads, and NOTHING on SEO which will keep working LONG after the radio ads have been forgotten?

Also, I'm not knocking J&J Metro West either - I believe they are a long established, respected and successful air conditioning business - it's just that their website needs some SEO attention.

Seth Besmertnik, CEO of the company Conductor, discussed in a speech in June 2010 how SEO (search engine optimisation) commands the highest percentage of clicks on search engines, but it commands the lowest percentage of marketing budget spend. He went on to say:
92% of clicks from search engines are attributed to natural rankings
89% of search spend is attributed to paid search
Sydney air conditioning So what he is saying is that through either poor advice, or just plain not understanding the medium, businesses are more "comfortable" paying for ads, rather pay for organic SEO, which is a "gift that keeps on giving".

Companies like J&J Metro West have taken Seth Besmertnik's assertions to the extreme though. Instead of paying (perhaps) several thousand dollars per month in pay per click ads, or a few grand to optimise their website properly, they choose to go down the "old road" and pay what is essentially the equivalent of YEARS of online SEO costs AND pay per click ads, for a short run on a popular radio show.

I wonder if they realise there are over a million searches in Australia alone per month for air conditioning related keyword phrases?

I just don't get it.

For a free phone consultation about your website and if search engine optimisation can help you, please call me on 02 8212 5192 or drop me a line.

Has this article been helpful or interesting?
Why not share it with others? Simply place your mouse over the buttons below to select from a range of social media websites, and thanks for sharing.



Click here to make an enquiry   Follow JustWeb on Twitter


Rob - JustWeb

02.07.2010


back to Newsletter Index

justweb® Newsletter Information
The articles throughout our website are ©2007-2017 justweb® and may not be reproduced without first seeking permission. If you want to be updated on a regular basis, please subscribe to our RSS feed.

Subscribe to the justweb® feed by email:



DISCLAIMER:
The content provided in this article is provided as is, and as such does not carry a warranty or guarantee by justweb® that it will provide results discussed. The article content provided is intended for informational purposes in order to introduce readers to new ideas, concepts, and/or reviews of new products and/or services. It is incumbent upon the reader to do further research before acting upon any advice or suggestions in this article. It is a condition of reading our articles that justweb® will not be held liable for any negative consequences that may result from the implementation of any information or purchases made as a result of reading this article.



Website Hosting

For fast & reliable web hosting Australia, we use & recommend the services of Quadra Hosting.

Web Hosting Australia Online Spell Checker Press Release Distribution Pay Per Click Advertising Business Alliance Partners

Read what some of our clients have to say about justweb®

^ Top of Page ^