One of the age old SEO questions that is frequently asked is, "Should I spend the time and money to improve my organic search ranking or foot the bill for an extensive PPC campaign?" In this article I will explore both of these options and discover which one seems to be a more viable option for most webmasters.
Organic Optimization -
One major advantage to organic search is that it could cost absolutely nothing. I was always told "There is no such thing as a free lunch." Well, that may be so but as long as webmasters are willing to put in the time and effort to build a best online courses Organic search campaign, then there is such thing as free SEO. With organic optimization, you can develop a longer term marketing strategy. Organic search has results that last for years as opposed to PPC that lasts only as long as your bank account does. Organic optimization has been around about as long as the web itself. Like the web, organic search has evolved with the times. However, the constant evolution can make Organic optimization difficult and confusing.
Pay Per Click (PPC) -
Pay Per Click is the search engine's bread and butter. If we were to break down the earnings of all the major search engines best online courses top of the list of revenue drivers you almost always see PPC. The numbers speak for themselves; people would not continue to purchase PPC ads if they didn't convert into sales.
If you are a new business to the web and would like to see immediate results, PPC is the only way to go. PPC is the only search engine optimization strategy that can yield immediate first-page placement. Another benefit to using the PPC campaign is that you can set you own fixed budget. If you want to only spend $100 dollars a month, no problem, $10,000, go for it. Another advantage to PPC online history courses you can instantly track your conversion, and success rates through Google Analytics and other PPC management soft wares. Another advantage to PPC is that if you find a particular keyword or phrase is not working, all you need to do is make a few minor tweaks and your new target phrase has changed. In Organic search, changes could take months to take effect.
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Showing posts with label PPC. Show all posts
Showing posts with label PPC. Show all posts
Monday, December 22, 2008
Monday, December 1, 2008
Top 10 Reasons for PPC & SEO Synergy
As we dig deeper to assess the precise impact of these synergies, we’d love your thoughts on how paid and natural search affect each other. Here’s the list:
1. Unified reporting
Having the results of paid and natural work reported in the same place helps us understand the relationship between the two better and think about a user’s complete search journey, rather than paid or natural in isolation.
2. Ad copy optimisation
Where successful copy executions reveal themselves in paid search, that learning can be transferred immediately to site optimisation for natural rankings.
3. Landing page strategy
Paid search people think about landing pages almost exclusively in terms of conversion. SEO people think about landing pages almost exclusively in terms of search engine ranking. By combining the two approaches, you should end up with the perfect landing page – one that ranks highly AND converts.
4. Management efficiency
Quite simply, if the client has their entire search strategy in one place, they only have to deal with one agency. This saves a lot of time and money in terms of communication, project management, results reporting, account management and much more.
5. Search user experience
If the same agency works on paid and natural then the user is more likely to see the same search ‘face’ whether they’re looking at organic or sponsored results. For example, ad copy, landing pages, and keyword strategy. This equates to a unified brand experience throughout their search journey
6. Risk mitigation
If a site or page, for whatever reason, drops off the organic search results (e.g. a Google algorithm update), the PPC team can immediately fill the gap until the SEO is adjusted to suit.
7. Cannibalisation
The effect of owning PPC terms where natural results already rank highly differs completely according to the brand, site, product, ranking position, competition and many other factors. When paid and natural are in the same place, these effects can be understood and accounted for.
8. Traffic forecasting
PPC search ads are a reliable and usable way of forecasting how optimising against a particular keyword might perform in terms of traffic and conversions. So wherever a natural search optimisation (NSO) forecast is needed, paid search can act as a reliable predictor.
9. Performance-sharing
The results of natural and paid campaigns contain lessons for both. Transferring the lessons from one to the other is much easier when they are housed in the same business.
10. Long-tail strategy
Often, while natural is focused on the big traffic-driving keywords, they are too expensive in PPC. At the same time, PPC can be used to drive traffic from the ‘long tail’ of keywords – e.g. misspellings – which are not usually picked up through organic search. Filling the gaps of the other is much easier when natural and paid are run in the same place.
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1. Unified reporting
Having the results of paid and natural work reported in the same place helps us understand the relationship between the two better and think about a user’s complete search journey, rather than paid or natural in isolation.
2. Ad copy optimisation
Where successful copy executions reveal themselves in paid search, that learning can be transferred immediately to site optimisation for natural rankings.
3. Landing page strategy
Paid search people think about landing pages almost exclusively in terms of conversion. SEO people think about landing pages almost exclusively in terms of search engine ranking. By combining the two approaches, you should end up with the perfect landing page – one that ranks highly AND converts.
4. Management efficiency
Quite simply, if the client has their entire search strategy in one place, they only have to deal with one agency. This saves a lot of time and money in terms of communication, project management, results reporting, account management and much more.
5. Search user experience
If the same agency works on paid and natural then the user is more likely to see the same search ‘face’ whether they’re looking at organic or sponsored results. For example, ad copy, landing pages, and keyword strategy. This equates to a unified brand experience throughout their search journey
6. Risk mitigation
If a site or page, for whatever reason, drops off the organic search results (e.g. a Google algorithm update), the PPC team can immediately fill the gap until the SEO is adjusted to suit.
7. Cannibalisation
The effect of owning PPC terms where natural results already rank highly differs completely according to the brand, site, product, ranking position, competition and many other factors. When paid and natural are in the same place, these effects can be understood and accounted for.
8. Traffic forecasting
PPC search ads are a reliable and usable way of forecasting how optimising against a particular keyword might perform in terms of traffic and conversions. So wherever a natural search optimisation (NSO) forecast is needed, paid search can act as a reliable predictor.
9. Performance-sharing
The results of natural and paid campaigns contain lessons for both. Transferring the lessons from one to the other is much easier when they are housed in the same business.
10. Long-tail strategy
Often, while natural is focused on the big traffic-driving keywords, they are too expensive in PPC. At the same time, PPC can be used to drive traffic from the ‘long tail’ of keywords – e.g. misspellings – which are not usually picked up through organic search. Filling the gaps of the other is much easier when natural and paid are run in the same place.
Read More...
Monday, November 3, 2008
Internet Marketing Strategies to Research Your Competition’s Traffic, SEO and PPC
When it comes to assessing your competition, knowing where to look, why to look and what to look for matters when initiating an SEO or Internet Marketing campaign. Marketing and competitive research can save you weeks and months of trial an error if implemented properly.
Using the right internet marketing strategies to research your competitors traffic, SEO and PPC efforts allows you to save time to market and look for inherent holes in their tactics.
Let’s take PPC for example, if optimized properly to represent your content, keywords and objectives for your landing pages, this can be a wonderful method to generate traffic and sales. But why pay each time someone discovers your link and call to action.
Considering that 8 out of 10 people click organic search results anyway, why are you paying for 100%of the traffic volume. Granted, each tactic has its place, the only reason an organic SEO company would employ Pay per click | (PPC) marketing, is to test the waters of conversion before settling on optimizing a group of exact, broad match or related keywords.
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Using the right internet marketing strategies to research your competitors traffic, SEO and PPC efforts allows you to save time to market and look for inherent holes in their tactics.
Let’s take PPC for example, if optimized properly to represent your content, keywords and objectives for your landing pages, this can be a wonderful method to generate traffic and sales. But why pay each time someone discovers your link and call to action.
Considering that 8 out of 10 people click organic search results anyway, why are you paying for 100%of the traffic volume. Granted, each tactic has its place, the only reason an organic SEO company would employ Pay per click | (PPC) marketing, is to test the waters of conversion before settling on optimizing a group of exact, broad match or related keywords.
Read More..
Friday, October 24, 2008
Investing In Pay Per Click Marketing
Generating traffic to your site can be a problem but pay per click can provide a very cost effective solution. The reason for this is how superior it is against almost every other type of advertising. Quite often the reason people don’t use pay per click is because they just don’t understand it; this article should provide sufficient information to make things clearer.
Essentially, when you decide that you want to try this kind of advertising, you will create a small ad referring to your site that will be put up on a larger site that many people frequently look at. If someone likes your ad text they will click on your link and be redirected to your site and provide they stay for more than ten seconds, you will pay the hosting site some money as thanks. The sites that provide you with hosting when it comes to this sort of advertisement are usually big with a large amount of traffic and will have some relationship to the product or services that you are trying to put across. For many people the benefit of only paying when the service is used i.
Rather than paying for a month’s worth of advertisements that might bring you no clients, here, you will only pay when people notice the advertisement and then go on to your site. There have been stories about company’s competitors carrying out dirty tricks by continually clicking on their link in an effort increase their advertising costs but thankfully that is not something that occurs very often. When you use pay per click marketing, you will benefit from using directed and targeted marketing. This means that people browsing the site where your advert is placed are already interested in what it is you are offering.
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Essentially, when you decide that you want to try this kind of advertising, you will create a small ad referring to your site that will be put up on a larger site that many people frequently look at. If someone likes your ad text they will click on your link and be redirected to your site and provide they stay for more than ten seconds, you will pay the hosting site some money as thanks. The sites that provide you with hosting when it comes to this sort of advertisement are usually big with a large amount of traffic and will have some relationship to the product or services that you are trying to put across. For many people the benefit of only paying when the service is used i.
Rather than paying for a month’s worth of advertisements that might bring you no clients, here, you will only pay when people notice the advertisement and then go on to your site. There have been stories about company’s competitors carrying out dirty tricks by continually clicking on their link in an effort increase their advertising costs but thankfully that is not something that occurs very often. When you use pay per click marketing, you will benefit from using directed and targeted marketing. This means that people browsing the site where your advert is placed are already interested in what it is you are offering.
Read More...
Sunday, October 19, 2008
10 Areas Where SEO and PPC Can Work Together
SEO or SEM (PPC), organic vs. sponsored? Where should your online marketing budgets go? Well the answer is both. SEO and PPC can work very nicely together depending on where you are with your online marketing efforts. We came up with ten instances where SEO and PPC should be used together as an effective online marketing campaign.
1. Preparing for a Site Redesign - when planning a redesign and making sure that all of the SEO best practice are being put in place as you prepare to launch, you’ll want to bolster your online campaign with sponsored efforts as you transition your site from the old site to the new. Once the SEO efforts kick in post launch, you can reduce your PPC spend and focus your sponsored efforts elsewhere.
2. Preparing to Launch a Microsite - Microsites allow you to try out a more targeted online strategy. For quick traffic generation to your new micro site, you’ll want to utilize an well planned sponsored strategy. At the same time your SEO efforts can be geared towards a focus on long-tail, and less competitive keywords to drive additional traffic to the micro site.
3. Launching a new Sub-Domain - Similar to launching a microsite, sponsored efforts can be used to direct traffic to the new sub-domain while an SEO strategy can be developed to obtain long term rankings for the sub-domain.
4. Launching a new Website - Anytime you launch a new website, you should have both an SEO and SEM strategy working together to help obtain traffic to your new web property. Initially your sponsored strategy might be the only means of driving traffic to your new site, until you can improve your visibility in the natural search results of the search engines.
5. Marketing Your Website on a Shoestring Budget - If you have a tight budget, you can focus efforts on SEO and compliment that with a smaller PPC strategy where you bid on phrases that are less expensive. You may want to focus your PPC spend for local search while you concentrate your SEO efforts for more general search engines rankings. As you develop content through SEO and on-page optimization the only cost you incur is time.
6. Company Mergers & Merging Web Properties - In the dynamic economic environment that we have experienced in recent years, it’s not uncommon to see companies merge. Quite often startups are bought out and you are left with multiple web properties at your disposal. This is another great example of when you should be using SEO and PPC simultaneously to educate your target audience of your recent merger or acquisition. You may want to phase the old company out, as a result you may want to move some content from that companies website to your own. Developing an SEO transition strategy that is backed up by a solid PPC strategy can be an effective way to educate your existing consumers as well as any new prospects who may be looking for your solution.
7. Releasing a New Product Line - PPC can be used in conjunction with SEO to promote your new product or solution line. Chances are that your new product name will be easy to rank for organically, backing that up with some non-branded traffic from sponsored efforts and you can quickly achieve some additional branded and non-branded traffic that will convert on your site with the proper type of messaging and promotion.
8. Online Reputation Management Campaigns - Experienced some negative press? Use SEO and sponsored solutions to protect your brand in the online space. From an SEO point of view, you’ll want to ensure that any negative organic listings are pushed to page two of the search results page, by optimizing your site for blended search, and leveraging social networks to dominant the SERP landscape. Furthermore you will want to protect your branded via PPC efforts so that negative or "questionable" listings do not appear within the sponsored results.
9. Entering New Markets - If your company is large enough to go global or is entering new regional markets, you might want to use SEO and PPC to target these geographic demographics. Depending on your expansion, you might want to try a GEO-targeted sponsored campaign, backed up with content development for organic rankings in the natural search results of the search engines.
10. Plateauing Search Engine Traffic - Seen your website traffic start to plateau? Maybe you need to modify or add a sponsored strategy to your SEO strategy or vice versa. Revisit both your SEO and PPC efforts and get creative with some new messaging to drive more traffic to your site.
Read More...
1. Preparing for a Site Redesign - when planning a redesign and making sure that all of the SEO best practice are being put in place as you prepare to launch, you’ll want to bolster your online campaign with sponsored efforts as you transition your site from the old site to the new. Once the SEO efforts kick in post launch, you can reduce your PPC spend and focus your sponsored efforts elsewhere.
2. Preparing to Launch a Microsite - Microsites allow you to try out a more targeted online strategy. For quick traffic generation to your new micro site, you’ll want to utilize an well planned sponsored strategy. At the same time your SEO efforts can be geared towards a focus on long-tail, and less competitive keywords to drive additional traffic to the micro site.
3. Launching a new Sub-Domain - Similar to launching a microsite, sponsored efforts can be used to direct traffic to the new sub-domain while an SEO strategy can be developed to obtain long term rankings for the sub-domain.
4. Launching a new Website - Anytime you launch a new website, you should have both an SEO and SEM strategy working together to help obtain traffic to your new web property. Initially your sponsored strategy might be the only means of driving traffic to your new site, until you can improve your visibility in the natural search results of the search engines.
5. Marketing Your Website on a Shoestring Budget - If you have a tight budget, you can focus efforts on SEO and compliment that with a smaller PPC strategy where you bid on phrases that are less expensive. You may want to focus your PPC spend for local search while you concentrate your SEO efforts for more general search engines rankings. As you develop content through SEO and on-page optimization the only cost you incur is time.
6. Company Mergers & Merging Web Properties - In the dynamic economic environment that we have experienced in recent years, it’s not uncommon to see companies merge. Quite often startups are bought out and you are left with multiple web properties at your disposal. This is another great example of when you should be using SEO and PPC simultaneously to educate your target audience of your recent merger or acquisition. You may want to phase the old company out, as a result you may want to move some content from that companies website to your own. Developing an SEO transition strategy that is backed up by a solid PPC strategy can be an effective way to educate your existing consumers as well as any new prospects who may be looking for your solution.
7. Releasing a New Product Line - PPC can be used in conjunction with SEO to promote your new product or solution line. Chances are that your new product name will be easy to rank for organically, backing that up with some non-branded traffic from sponsored efforts and you can quickly achieve some additional branded and non-branded traffic that will convert on your site with the proper type of messaging and promotion.
8. Online Reputation Management Campaigns - Experienced some negative press? Use SEO and sponsored solutions to protect your brand in the online space. From an SEO point of view, you’ll want to ensure that any negative organic listings are pushed to page two of the search results page, by optimizing your site for blended search, and leveraging social networks to dominant the SERP landscape. Furthermore you will want to protect your branded via PPC efforts so that negative or "questionable" listings do not appear within the sponsored results.
9. Entering New Markets - If your company is large enough to go global or is entering new regional markets, you might want to use SEO and PPC to target these geographic demographics. Depending on your expansion, you might want to try a GEO-targeted sponsored campaign, backed up with content development for organic rankings in the natural search results of the search engines.
10. Plateauing Search Engine Traffic - Seen your website traffic start to plateau? Maybe you need to modify or add a sponsored strategy to your SEO strategy or vice versa. Revisit both your SEO and PPC efforts and get creative with some new messaging to drive more traffic to your site.
Read More...
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