"I am not worried about press coverage anymore. Just send people to my website."
If only if were that simple! However I think that having press coverage could bring more website visitors if your url is listed in the press coverage. How do you get more visitors to your site, when every travel company has a site? I find that the only way to achieve this for a small business is to go for the niche market. You just can't compete against the big players with their deep advertising pockets on the popular destinations.
Karen: I suspect the comment is more of a reflection on the importance now of pay-per-click advertising. Increasingly more users are searching, rather than reading - simple.Newspaper readership is declining rapidly. Press coverage is becoming less important.Almost £600 million spent on search marketing in 2006. Deep pockets indeed.Going niche is absolutely the right idea for some small businesses. Less popular keywords are cheaper, by definition.
offline still influences online. look at the moneysupermarket story on todays NMA.
Hi Kevin, "less popular keywords are cheaper by definition". That depends on your niche. I saw this in the Economist last year: "“Mesothelioma”, for instance, the name of an asbestos-related illness, is an especially valuable keyword, because lawyers are prepared to pay a lot to make contact with sufferers in the hope of representing them in a lucrative compensation lawsuit."Here's a link to the article (subscription needed): http://www.economist.com/business/displaystory.cfm?story_id=E1_RPNDVNN
Dan G: Thanks for the link. You are right, of course, but a majority of niche travel keywords are cheaper.However, look out for the next edition of our magazine for some intriguing insights into the Long Tail.You can subscribe here
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