As a search engine marketing company, we are often asked by clients and prospects if there's a basic philosophy when it comes to organic search engine optimization and paid search advertising. "Is one tactic more favorable than another? How do I know which channel to pursue? Should I do both?" Without a hard look at your company's goals and unique situation, there really isn't a concrete answer to these questions. The true test of pursuing either an SEO campaign or PPC advertising (or both) is knowing that it all boils down to your company philosophy, ROI objectives, budget, and countless other monetary and marketing factors. To determine which, or what combination of both, might offer the most bang for your buck, let's examine five types of "models" that my search engine marketing company often deals with. 1. SEO Only. Some clients are strictly interested in kicking off an SEO campaign, usually for a few basic reasons. They often have tried pay-per-click and decided it didn't … [Read more...] about Search Engine Optimization and Paid Search: What Should Your Philosophy Be?
Organic search engine optimization
Do you have to explain search engine optimization to your boss? Do you want to know how search engine optimization works? This post explains the importance of SEO and how it will help your business. SEO delivers targeted website visitors More than half of all website traffic comes from organic search source. People enter something in a search engine, and then they visit one of the web pages that are listed on the search results page. The better your web pages are listed on the search results page, the more visitors will come to your website. If the listings are for the right keywords, your business will get more orders and more revenue. Google’s ranking algorithm uses more than 200 signals. Some of these signals are more important than others. The most important signals are content, links from other websites, a good user experience and technical things. If you want to improve the rankings of your web pages in the search results, you have to work on these elements. Step 1: … [Read more...] about How organic search engine optimization works (and how it will improve your business)
It's a common question that companies who are considering hiring a search engine optimization company often face - is this something that we can do in-house? More importantly, can we do this in-house and get the same results that an expert search engine optimization company would provide? As this article will demonstrate, clearly the answer is "yes" to both questions. However, as this article will also demonstrate, getting the types of results that an expert at search engine optimization can provide will cost you - often more than outsourcing. For the purpose of this article, I'm ignoring the multitudes of companies that decide to dump the job on somebody already in their organization (usually an IT person who already has too much to do) rather than hiring a search engine optimization company. It has been my experience that while some of these people eventually provide decent results, they are the exception. More often than not, the project never leaves the ground, or the effort … [Read more...] about Using a Search Engine Optimization Company vs. Hiring an In-House Expert: The True Dollar Cost
As any good search engine optimization company knows, in search, more so than any other medium, you have a very short window of opportunity in which to engage your prospect. The only way to get a solid competitive advantage in this arena is to utilize various techniques in order to make sure that you are giving a prospect exactly what it is that he or she is looking for. Otherwise, your prospect will simply click the back button and visit one of your competitors - a process that only takes seconds. One way to gain a competitive advantage, of course, is to work on the website itself. Any search engine optimization company worth its salt will also be involved in conversion testing on your website - in other words, making certain that the visitors who arrive on your site are likely to take a point of action that eventually leads to a sale. Split tests, modifications in content, different color schemes, and numerous other variable elements can all have a measurable impact. There is … [Read more...] about Using Differentiators in Keyphrases: What Every Search Engine Optimization Company Needs to Know
Yesterday I wrote about the Social Media lessons I've learned from watching my kids grow up. Today, I'm going to put the search engine optimization spin on it. After all, no matter how well we learn the basics of good search engine optimization, there's always something to be said for a reminder of why those basics are so important. Good Organization is the Key to Everything! Life with small children is chaotic. Toys end up in the strangest places, crayons end up in the fridge and clothes end up in places you'd never think possible. Of course this problem only compounds itself over time as friends and relatives show up with more and more toys to add to this mix. My children have a habit of haphazardly carrying toys from one area to another and leaving them there. We've got play areas in each of their rooms and in our sun room. Nonetheless, trains find their way from the train table in my son's room to the toy bin in my daughter's room and play dishes find their way from the play … [Read more...] about What My Kids Taught Me About Search Engine Optimization