How can this be?
Here’s the scenario: Racing Limos starts advertising on the radio like there’s no tomorrow. They say their name over and over on the air but they only get a 5% increase in business. At the same time, another limo company sees business increase by 25%.
What’s going on here?
Those interested in renting a limo don’t remember the name. People will look for what they want on search engines so they turn to Google and type in “limo service”, or “prom limo”. Because Racing Limos didn’t search engine optimize their site, Google displays Luxury Limos on page one of Google where everybody can see it. Racing Limos is on page 12 where nobody will see it. Racing Limos just did Luxury Limos a big favor by spending their money to get people interested in limo services so they would do a Google search to find such services and end up finding Racing Limos’ competition. Ouch.