Fair Marketing President Visits BBB Straight Talk


Houston, TX (October 28, 2009) – Fair Marketing President Visits BBB Straight Talk

Roger Janik, president of Fair Marketing, went live on the radio on the BBB Straight Talk Show with Dan Parsons, Sept. 28, to talk about the benefits of search engine optimization (SEO) and search engine marketing (SEM).

The show was broadcast live on KIKK 650 AM in Houston and Lelia Perrin, vice president of marketing for the Houston Better Business Bureau (BBB), was also on hand. The show is produced by Steven Kay Media.

Janik, who has provided proposal work in the past for the BBB, started out the show by talking about how marketing on the Internet is an ever-changing medium.

“It is one of those things you have to stay on top of and watch the trends,” Janik said. “We started out as an SEM company. We had no idea if it would go away a year later. It is always changing and evolving. Over the next five years, the whole complexion of the Net may change.”
Janik said he did not see SEM going away in the near future.

“Search engines are always changing the way they sort data and give results,” he said. “But people are always going to search engines and typing in whatever they are looking for and search engines are serving up results to them. The way companies like mine optimize results may change. There are search engines out there now like Bing. The way they sort data with images and videos along with text will always continue to change. You have to stay on top of it.”

Janik’s company, Fair Marketing, assists clients in receiving higher rankings on search engine pages. He explained that there really is no secret method in doing this. 

“Google and other search engines never tell their secrets,” Janik said. “They are always updating their algorithms, which will change the outcome of the results. If you hire a company like ours, our purpose is to get rankings high on a search engine results pages for certain keyword phrases. That means we push out weekly articles, blog entries, press releases, and use a comprehensive link back building program. If we do this, we can get a client to the top of the search engines. It may take a month or six months to a year, depending on how tough the keyword phrase competition is.”
Janik added that if a client decides to cut loose and stop the campaign, their rankings might slip over time.

“Those links will go dead and fresh content will no longer be posted to their Web site,” Janik said. “We have seen that with some former clients. In addition, if you stop the SEO process and your competitors are still campaigning, they could push you out of the rankings. Time and inactivity will work against you.”

Parsons asked if people looking for information on a search engine results page would stop at the first, second, third page or beyond.

“As a rule of thumb, page one is where everyone wants to be,” Janik said. “For paid ads on the right hand side, you want to be in positions one through five, not one or two, because you are paying for those ads. Every time someone clicks on one of those ads, you get charged for that as a business. The higher up you are, the more you get charged. That is called cost per click. But, if you are in positions three, four or five in the middle of page one, it will cost you substantially less. We have found out it gets just as good results.”

For businesses that cannot afford a paid per click campaign, a natural or organic SEO campaign might better suit them, Janik said.

“The downfall of a paid campaign is that while you may get to page one quickly, it will cost you an arm and a leg,” he said. “However, with a natural SEO campaign, you can pay a company like ours a minimal amount and get more results over time.”

Janik says he tells clients if they have the budget to afford it, it is a good idea to do both. “Your first goal should be natural rankings instead of paid,” Janik said. “The reason why is that 70 percent of the users will click natural. The other 30 percent click paid. It is more cost effective for you to invest in natural SEO campaigns.”

Giving advice on clients who are considering hiring an SEO company to net them higher rankings on search engine results pages, Janik said the first thing they should do is to check client references.

“Try calling at least five of them,” he said. “Ask questions such as are they getting results? Are their deliverables adequate? Are you happy? Are they a BBB member? Do they have awards? Do they have a clean record? You have to hold them accountable. Sending reports is another huge aspect. A good SEO company should send clients reports bi-weekly or monthly. Also, web traffic reports are important. Just because they have you at number one on Google, does that mean your traffic is going up? More traffic translates into more business.”

Janik said his philosophy on having a strong SEO and SEM company is based on how their formula for success is working.

“SEO and SEM is a blend of art and science,” he said. “You have to know the basics, do your homework and know how to manipulate the search engines to get to the top. Every SEO and SEM company should have a formula for success. We believe we have a strong one and have built upon that by trying different things. That is what it is all about – figuring out what the formula for success is.”

For more information on Fair Marketing, call 1-888 SEO ADVICE (736-2384) or log on to www.fairmarketing.com.

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