Byte To Byte With Steve Johnsen

Why do companies spend so much on advertising, where the benefit is so small—while simultaneously investing so little in search engine optimization, where the benefit is so large? Hi, this is Steve Johnsen, and today I want to talk to you about multiplying your marketing ROI (return on investment). I've noticed a really interesting paradox in the business world. There are many companies that spend a lot on advertising, and get very little benefit, while at the same time they invest very little in SEO (search engine optimization), when the benefit could be huge. We're all familiar with the fact that advertising has become MUCH less effective than it used to be. DVRs, DVDs, Netflix, new cable channels, online channels, mp3s, mp4s, iPods, and smart phones all compete for a dwindling share of the consumer's vanishing attention span. However, US companies still spend about $30 on advertising for every $1 they spend on SEO. Why is that? I believe that advertising is still popular because it is easily understood. Ma