Search engine optimization for small and very small businesses.

AOL Switches TV Ad Money to Search Engine Marketing

AOL is preparing to promote its new, free Internet portal by buying pay per click ads on Google and Yahoo!, which are, of course, its main rivals. It’s also using SEO techniques to position its pages to rank well in the natural search results. The goal is to promote many of the millions of pages of content that AOL is moving from its paid subscription service to the new portal, which will start public previews this month.

AOL had initially considered spending as much as $50 million on TV  ads to promote the portal. But that changed after the company noticed that the biggest source of traffic to its free music site was free and paid listings on other search engines. Well, we could have told them that! <knowing grin>

“We started seeing the results and said, ‘Oh, my God, what if we took this money and put it into search engine marketing,’ ” said Jonathan F. Miller, AOL’s chief executive. Now more than half of AOL’s marketing budget for the portal will be used to pay for ads on search engines and optimizing Web pages so they rank highly in the free search results.

This is from a New York Times article. You can read the full article here.

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