Developing a good marketing strategy includes a number of strategies. We ask the questions that direct you to where you should be spending the majority of your time. Inevitably a good amount of that time will be focused on SEM, which includes professional Search Engine Optimization and PPC.
Search Engine Marketing
SEM includes two major parts: Professional Search Engine Optimization and PPC. They’re both discussed in further detail below. As a basic overview though, SEO is making changes on and off your site to align with Google’s algorithms. As of October 2017, 64% of all searches are done through Google, so that’s who most people try to please. SEO is basically a free way to increase your ranking; the only thing you pay for is someone’s time. Juxtapose that with PPC. PPC is a paid service, as is indicated by its name, Pay Per Click. When you visit a search engine you’ll notice ads at the very top and sometimes on the right. Those results are paid advertisements generated by PPC.
Professional Search Engine Optimization
There are many different elements that go into SEO. The major items are illustrated in the graphic beside this text. Analysis, site architecture, content, backlinks, indexing keywords, ranking, traffic, and finally onpage and offpage.
- Analysis- A good SEO campaign starts off with good research. We analyze your existing website, if you have one, as well as your competitors’ websites. Combined with your existing marketing strategy we develop the best course of action. We figure out which techniques will benefit you the most and be the most effective.
- Site Architecture- Developing a fluid site structure is very important, and often overlooked. When people show up to your website they may or may not know what they’re looking for. You, however, know what you want them to see and do. Organizing the site in such a manner that it’s easy for a customer to flow from one page to the next is crucial in getting a good ROI.
- Content- Content is king. With all the emojis and abbreviations in today’s culture it’s becoming increasingly difficult to have a good conversation, and even more difficult to read well written pieces on the internet. We employ college graduates that are native American speakers so you know you’re receiving high quality content.
- Backlinks- Having your website looking great simply isn’t enough anymore. Just like when you’re trying to get a job, it’s more about who you know than what you know. Quality backlinks show that your site is well connected and reputable. This technique does wonders to really boost your ranking and solidify your online reputation.
- Indexing Keywords- Making sure that your keywords are indexed properly and show up on search engines is vital to your success. It’s common knowledge that if you’re not on the first page of Google there’s a very low probability of your site getting found. We find the right keywords to rank for your pages and boost them.
- Ranking- People like to see results. In terms of professional Search Engine Optimization there are few other factors that matter as much as your rank. What a lot of people don’t understand is that your site as a whole is not ranked. Every page, and post, is ranked individually. This allows you to be at the top of search engines for multiple keywords and topics.
- Traffic- The number of visitors you have each day often translates into dollars you make. Whether it’s directly through eCommerce sales or indirectly through ads, more people means more money. We help you know what kind of traffic is visiting your site, when they’re visiting, and what they’re most interested in. This helps you know how to adjust your marketing plan to maximize time and effort.
- Onpage- Many of the previously mentioned factors go into both onpage and offpage SEO. Onpage factors are things that you can more readily control, such as keyword density, placement in header tags, and meta descriptions. Content and site architecture are also things that are 100% in your control, and should be perfectly executed.
- Offpage- This factor can be a little tougher to control, but there are still aspects you can influence. Backlinks and analysis are factors you can influence. Having an accurate analysis is a great starting point, as we’ve already discussed. Not all of your backlinks will be accepted, but it’s an effort worth exploring. There are many publication sites and other areas that commonly accept submissions.
Professional Pay Per Click
PPC is a different type of internet marketing than SEO. For PPC advertisers pay a fee each time one of their ads is clicked. Basically, instead of organically gaining customers, you’re buying visits to your site.
Search engine advertising is one of the most popular forms of PPC. When someone bids, or uses PPC on a keyword, that ad might show up in the top spot on Google. It helps businesses advertise their ads in the sponsored links area on Google, and other search engines.
Every time your ad is clicked, it sends a visitor to your website, you have to pay the search engine a small fee. If you’re doing PPC correctly, the fee is trivial. This is because the visit is worth significantly more than what you pay for it. For example, if you pay $2.50 for a click and that customer ends up buying $200 worth of stuff on your site, you’re doing great!
A lot goes into building a successful PPC campaign, many of which we’ve discussed previously. Researching and selecting the right keywords, organizing those keywords into well-organized campaigns, and setting up landing pages which are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.