[China Glass Network] It's reported that nearly 80% of corporate websites fail to deliver the expected marketing results. For those that do succeed, search engine traffic typically accounts for 5% to 80% of their total visits, making it a powerful tool for businesses to expand their market presence. But how can companies effectively use search engines as a strategic tool to attract a large number of new customers? [Case Study] Last year, a driving school in Shanghai signed a contract with an advertising agency, paying a service fee of 22,000 yuan. The agency promised to rank the school’s website within the top 10 of Baidu or Google search results within three months. However, when the promise wasn’t fulfilled, the driving school filed a lawsuit, demanding a refund of the service fee and interest. Recently, the Minhang District Court in Shanghai ruled in favor of the driving school, ordering the advertising company to compensate for the losses. [Key Insight] The central issue in this case was that the advertising company failed to deliver on its promise of high search engine rankings. This company offered SEO (Search Engine Optimization) services, which involve technical strategies to help a business’s website appear at the top of search results, thereby increasing visibility and traffic. However, the current SEO market is highly inconsistent. Some providers resort to unethical tactics like spamming links, hiding pages, or keyword stuffing, which not only harm the online environment but also risk severe penalties from major search engines. These methods may temporarily boost traffic, but they are unreliable and can lead to long-term damage, such as being banned from search results entirely. Conclusion While SEO can bring steady traffic over time—though often taking several months or even years—it is not always reliable or quick. For small and medium enterprises (SMEs) looking for immediate results, Search Engine Marketing (SEM) is a more effective option. SEM involves using paid advertising on search platforms to promote products and services, offering broader reach, higher precision, and lower costs compared to traditional methods. In cases like the one mentioned earlier, where a company spent tens of thousands of yuan without achieving its goals, SMEs should consider SEM as a safer and more predictable approach. With SEM, businesses can ensure measurable results and better protection of their marketing investments.
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