Paid marketing, on the other hand, allows business to target, reach, engage, and convert their audiences quickly and directly. Instead of waiting – or hoping – for someone to find your blog post in organic search or on social, paid marketing has you “pushing” content – mainly in the form of ads – directly to your target audiences. As such, it’s much more sales-forward and focused on driving specific actions, like making a purchase or attending a webinar. Here’s an example of this in action:
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[67][68]
Optimise for your personas, not search engines. First and foremost, write your buyer personas so you know to whom you’re addressing your content. By creating quality educational content that resonates with you>r ideal buyers, you’ll naturally improve your SEO. This means tapping into the main issues of your personas and the keywords they use in search queries. Optimising for search engines alone is useless; all you’ll have is keyword-riddled nonsense.
Internet marketing professionals refer to search that isn’t organic as paid search. Instead of organically, or naturally, reaching the top of the search results for a particular keyword, businesses can pay to get noticed. So, paid search is a bit like doing a local endorsement, TV ad or radio spot—but for the internet. When a consumer types in a search term that you’ve incorporated into your campaign, your ad will show up at the top of search page results, above the organic results. Sometimes, your ad may appear in the sidebar. Only if the consumer clicks on your ad do you pay anything.

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.
Another one of the benefits of SEM is that people who see your PPC ads are those most likely to want to buy your product or service. PPC ads require you to choose a geographic location and specific search queries to target. As a result, you can be sure that anyone who clicks on your ad is not arbitrarily surfing the web, but rather, is looking for your product or service and in a position to do so.
James is an Ecommerce consultant and owner of Digital Juggler, an E-commerce and Digital Marketing consultancy helping retailers develop, execute and evolve E-commerce strategies and optimise their digital channel. With a background as a Head of E-commerce and also agency side as Head of Client Development, he has experienced life on both sides of the fence. He has helped companies like A&N Media, Sweaty Betty and Smythson to manage RFP/ITT proposals. and been lead consultant on high profile projects for Econsultancy, Salmon and Greenwich Consulting. He is a guest blogger for Econsultancy, for whom he also writes best practice guides, regularly contributes to industry events and co-hosts #ecomchat, a weekly Twitter chat for e-commerce knowledge sharing. For e-commerce advice and support, connect with James on LinkedIn and Twitter.

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.
For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor's acquired specific backlinks, then by using outreach and content creation we obtained these links.
When you’re truly faced with the dilemma, “Organic vs. paid search traffic?” don’t get too worked up. There’s always a solution to your specific situation – trust us, we deal with it all of the time! Every business is different and has different goals, so the perfect search marketing mix does exist for your company. First, think about each of these bullet points, and at the end ask yourself, “Am I willing to commit?”
James is an Ecommerce consultant and owner of Digital Juggler, an E-commerce and Digital Marketing consultancy helping retailers develop, execute and evolve E-commerce strategies and optimise their digital channel. With a background as a Head of E-commerce and also agency side as Head of Client Development, he has experienced life on both sides of the fence. He has helped companies like A&N Media, Sweaty Betty and Smythson to manage RFP/ITT proposals. and been lead consultant on high profile projects for Econsultancy, Salmon and Greenwich Consulting. He is a guest blogger for Econsultancy, for whom he also writes best practice guides, regularly contributes to industry events and co-hosts #ecomchat, a weekly Twitter chat for e-commerce knowledge sharing. For e-commerce advice and support, connect with James on LinkedIn and Twitter.
Paid or sponsored ads usually charge you for a click, while SEO doesn’t require you to pay for impressions or clicks. But do keep in mind that quality SEO isn’t exactly free. Depending on the target market you are in, you will have to invest time and money into getting the desired results. And if you’re not an SEO expert, then you would have to work with a reputable SEO company do it for you.
Make your content longer. Despite video marketing's rise seeming to point to consumers' desire for shorter content, that implication couldn’t be further from the truth. Google wants content that’s longer and more detailed. Studies have shown that this is what ranks higher in the search engines. Don’t artificially inflate your word count, though. You should hone in on topics that naturally require more words to write about.
One of the reasons for a traffic drop can also be due to your site losing links. You may be seeing a direct loss of that referral traffic, but there could also be indirect effects. When your site loses inbound links, it tells Google that your site isn't as authoritative anymore, which leads to lower search rankings that in turn lead to traffic drops (because fewer people are finding your site if it's not ranked as highly and more).
Get a handle on your brand reputation. Your brand story is the one that you tell. Your reputation is the story that customers tell on your behalf. If someone consistently stumbles on your site when they type in niche search queries, they’ll be intrigued. The result? They’ll start conducting navigational searches for your brand. The intent behind that search? They want reviews and other customer’s experiences with your business. Ask your customers for reviews and reach out to third-party review sites in your niche. This way, these navigational searches don’t come up empty. I also recommend monitoring your brand mentions. The easy way is to set up Google Alerts. Type in your brand name and create your alert. Any mention online and you’ll be notified.
Paid social can help amplify organic content, using social network advertising tools to target the audience. Using the rugby example, on Facebook you could target people who like other leading rugby fan pages. I recommend testing paid social campaigns to promote key content assets like reports and highlight important news/announcements. With a small budget you can quickly measure amplification impact.
Well as noted in the post it is not just above the links that was only one key part of a wider strategy. This website in question has deep levels of content. So it is not just about a blog section, they have numerous high quality content sections we have developed over time. It would not be advisable ever to attack competitors sites with low quality links.
For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor's acquired specific backlinks, then by using outreach and content creation we obtained these links.

I'm thinking about "less to do" (linking-social media) sites with physical products … Amazon and other merchants. And adding a PPC campaign instead of using social media and constantly toiling away building links and writing articles. Is there an easy way to get sites like this to rank while profiting with some paid traffic? Your opinion on this dilemma .. SEO vs PAID traffic or both would be much appreciated.
Search Engine Optimization (SEO): Maximizes search result exposure by targeting and driving Web traffic and ultimately delivering increased sales. The majority of search engine page results come from unpaid or organic search. SEO optimizes websites to ensure top search engine placement, such as Google, as only 15 percent of searchers continue beyond page one.
The piece on generating demand for branded queries rather than just product-based ones is particularly interesting here. It sounds as though it'll be more important than ever to have a strong brand in order to succeed (rather than just having a well-optimized site -- and ideally, having the strategic, technical, and creative sides all working together cohesively). Perhaps it's possible that brand exposure through things like answer boxes can still deliver some value too, even if it's difficult to measure, and CTRs are diminished?

Get a handle on your brand reputation. Your brand story is the one that you tell. Your reputation is the story that customers tell on your behalf. If someone consistently stumbles on your site when they type in niche search queries, they’ll be intrigued. The result? They’ll start conducting navigational searches for your brand. The intent behind that search? They want reviews and other customer’s experiences with your business. Ask your customers for reviews and reach out to third-party review sites in your niche. This way, these navigational searches don’t come up empty. I also recommend monitoring your brand mentions. The easy way is to set up Google Alerts. Type in your brand name and create your alert. Any mention online and you’ll be notified.

Lynn, you have one of the best sites for affiliate marketing that I've ever seen. Just read your interview with Rosalind Gardner and found some interesting nuggets. Marketers should note the intuitive and spontaneous way you approached a niche and keywords. This is usually where "paralysis analysis" begins … some spend weeks with keyword and research tools until there is no "creative energy" left to build the site.
Melissa: I completely agree. And the other thing about them adding and the way they’re added in the LinkedIn video option is that there’s an auto play. So as folks are scrolling through their feed, they’re more likely to stop with this video that just kind of starts playing, as well. I think that’s a big opportunity to really get some more eyes on your content.
Search Engine Marketing or SEM encompasses the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditional SEM is made up of two processes: “organic” search engine optimization (SEO) and pay-per-click advertising (PPC) (or cost-per-click (CPC)). However, the field of SEM is a changing and expanding field thanks to constant new developments, such as:

Web search is one of the most powerful tools we have today. Just like you, people from all walks of life use Google to find solutions, learn new things and understand the world around. One of those new things may be determining whether SEO vs SEM is best for your business. Whether you’re an online business or a local business, chances are that people are actively looking for you.
But search ranking is competitive, so naturally, it’s not easy to claim that top spot in organic search. That’s why many marketers and website owners pay to play, and why so many people choose the Pay Per Click (PPC) route. It’s fast. It’s effective. It’s high-visibility for your business. The caveat? You stop paying, and your visibility goes **POOF**.
The Platforms and Content: Because of all this information, your content should be step-by-step instructions with visual guides and images on how to create a wide variety of decorations for children’s rooms. This means that your platform would need to be both visual and instructional. Based on all this I would recommend creating social profiles on Pinterest, Instagram, a Youtube channel, and a blog. You will then want to create a wide variety of kid’s room decoration ideas. These should be posted widely and often on your social platforms.
This is both a challenge and a great opportunity. The challenge is because the organic spots aren’t what they used to be – there used to be ten organic spots on the first page to compete for – and only five above the fold, (which refers to the vertical limitations of a user’s screen and the amount of content one can view without scrolling). Now there might be local search results, news releases, images and video included in the results – many of those above the fold. What’s the new number one spot? Is it the first local result, news release, or organic listing?

The thing about SEO in 2018 is that Google changes its algorithms more than once a day! Reports say that the company changes its algorithms up to 600 times a year. While the majority of those updates consist of smaller changes, among them is the occasional, major update like Hummingbird or Panda that can really wreak havoc with your traffic and search rankings.


!function(n,t){function r(e,n){return Object.prototype.hasOwnProperty.call(e,n)}function i(e){return void 0===e}if(n){var o={},s=n.TraceKit,a=[].slice,u="?";o.noConflict=function(){return n.TraceKit=s,o},o.wrap=function(e){function n(){try{return e.apply(this,arguments)}catch(e){throw o.report(e),e}}return n},o.report=function(){function e(e){u(),h.push(e)}function t(e){for(var n=h.length-1;n>=0;--n)h[n]===e&&h.splice(n,1)}function i(e,n){var t=null;if(!n||o.collectWindowErrors){for(var i in h)if(r(h,i))try{h[i].apply(null,[e].concat(a.call(arguments,2)))}catch(e){t=e}if(t)throw t}}function s(e,n,t,r,s){var a=null;if(w)o.computeStackTrace.augmentStackTraceWithInitialElement(w,n,t,e),l();else if(s)a=o.computeStackTrace(s),i(a,!0);else{var u={url:n,line:t,column:r};u.func=o.computeStackTrace.guessFunctionName(u.url,u.line),u.context=o.computeStackTrace.gatherContext(u.url,u.line),a={mode:"onerror",message:e,stack:[u]},i(a,!0)}return!!f&&f.apply(this,arguments)}function u(){!0!==d&&(f=n.onerror,n.onerror=s,d=!0)}function l(){var e=w,n=p;p=null,w=null,m=null,i.apply(null,[e,!1].concat(n))}function c(e){if(w){if(m===e)return;l()}var t=o.computeStackTrace(e);throw w=t,m=e,p=a.call(arguments,1),n.setTimeout(function(){m===e&&l()},t.incomplete?2e3:0),e}var f,d,h=[],p=null,m=null,w=null;return c.subscribe=e,c.unsubscribe=t,c}(),o.computeStackTrace=function(){function e(e){if(!o.remoteFetching)return"";try{var t=function(){try{return new n.XMLHttpRequest}catch(e){return new n.ActiveXObject("Microsoft.XMLHTTP")}},r=t();return r.open("GET",e,!1),r.send(""),r.responseText}catch(e){return""}}function t(t){if("string"!=typeof t)return[];if(!r(j,t)){var i="",o="";try{o=n.document.domain}catch(e){}var s=/(.*)\:\/\/([^:\/]+)([:\d]*)\/{0,1}([\s\S]*)/.exec(t);s&&s[2]===o&&(i=e(t)),j[t]=i?i.split("\n"):[]}return j[t]}function s(e,n){var r,o=/function ([^(]*)\(([^)]*)\)/,s=/['"]?([0-9A-Za-z$_]+)['"]?\s*[:=]\s*(function|eval|new Function)/,a="",l=10,c=t(e);if(!c.length)return u;for(var f=0;f0?s:null}function l(e){return e.replace(/[\-\[\]{}()*+?.,\\\^$|#]/g,"\\$&")}function c(e){return l(e).replace("<","(?:<|<)").replace(">","(?:>|>)").replace("&","(?:&|&)").replace('"','(?:"|")').replace(/\s+/g,"\\s+")}function f(e,n){for(var r,i,o=0,s=n.length;or&&(i=s.exec(o[r]))?i.index:null}function h(e){if(!i(n&&n.document)){for(var t,r,o,s,a=[n.location.href],u=n.document.getElementsByTagName("script"),d=""+e,h=/^function(?:\s+([\w$]+))?\s*\(([\w\s,]*)\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,p=/^function on([\w$]+)\s*\(event\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,m=0;m]+)>|([^\)]+))\((.*)\))? in (.*):\s*$/i,o=n.split("\n"),u=[],l=0;l=0&&(v.line=g+x.substring(0,j).split("\n").length)}}}else if(o=d.exec(i[y])){var _=n.location.href.replace(/#.*$/,""),T=new RegExp(c(i[y+1])),E=f(T,[_]);v={url:_,func:"",args:[],line:E?E.line:o[1],column:null}}if(v){v.func||(v.func=s(v.url,v.line));var k=a(v.url,v.line),A=k?k[Math.floor(k.length/2)]:null;k&&A.replace(/^\s*/,"")===i[y+1].replace(/^\s*/,"")?v.context=k:v.context=[i[y+1]],h.push(v)}}return h.length?{mode:"multiline",name:e.name,message:i[0],stack:h}:null}function y(e,n,t,r){var i={url:n,line:t};if(i.url&&i.line){e.incomplete=!1,i.func||(i.func=s(i.url,i.line)),i.context||(i.context=a(i.url,i.line));var o=/ '([^']+)' /.exec(r);if(o&&(i.column=d(o[1],i.url,i.line)),e.stack.length>0&&e.stack[0].url===i.url){if(e.stack[0].line===i.line)return!1;if(!e.stack[0].line&&e.stack[0].func===i.func)return e.stack[0].line=i.line,e.stack[0].context=i.context,!1}return e.stack.unshift(i),e.partial=!0,!0}return e.incomplete=!0,!1}function v(e,n){for(var t,r,i,a=/function\s+([_$a-zA-Z\xA0-\uFFFF][_$a-zA-Z0-9\xA0-\uFFFF]*)?\s*\(/i,l=[],c={},f=!1,p=v.caller;p&&!f;p=p.caller)if(p!==g&&p!==o.report){if(r={url:null,func:u,args:[],line:null,column:null},p.name?r.func=p.name:(t=a.exec(p.toString()))&&(r.func=t[1]),"undefined"==typeof r.func)try{r.func=t.input.substring(0,t.input.indexOf("{"))}catch(e){}if(i=h(p)){r.url=i.url,r.line=i.line,r.func===u&&(r.func=s(r.url,r.line));var m=/ '([^']+)' /.exec(e.message||e.description);m&&(r.column=d(m[1],i.url,i.line))}c[""+p]?f=!0:c[""+p]=!0,l.push(r)}n&&l.splice(0,n);var w={mode:"callers",name:e.name,message:e.message,stack:l};return y(w,e.sourceURL||e.fileName,e.line||e.lineNumber,e.message||e.description),w}function g(e,n){var t=null;n=null==n?0:+n;try{if(t=m(e))return t}catch(e){if(x)throw e}try{if(t=p(e))return t}catch(e){if(x)throw e}try{if(t=w(e))return t}catch(e){if(x)throw e}try{if(t=v(e,n+1))return t}catch(e){if(x)throw e}return{mode:"failed"}}function b(e){e=1+(null==e?0:+e);try{throw new Error}catch(n){return g(n,e+1)}}var x=!1,j={};return g.augmentStackTraceWithInitialElement=y,g.guessFunctionName=s,g.gatherContext=a,g.ofCaller=b,g.getSource=t,g}(),o.extendToAsynchronousCallbacks=function(){var e=function(e){var t=n[e];n[e]=function(){var e=a.call(arguments),n=e[0];return"function"==typeof n&&(e[0]=o.wrap(n)),t.apply?t.apply(this,e):t(e[0],e[1])}};e("setTimeout"),e("setInterval")},o.remoteFetching||(o.remoteFetching=!0),o.collectWindowErrors||(o.collectWindowErrors=!0),(!o.linesOfContext||o.linesOfContext<1)&&(o.linesOfContext=11),void 0!==e&&e.exports&&n.module!==e?e.exports=o:"function"==typeof define&&define.amd?define("TraceKit",[],o):n.TraceKit=o}}("undefined"!=typeof window?window:global)},"./webpack-loaders/expose-loader/index.js?require!./shared/require-global.js":function(e,n,t){(function(n){e.exports=n.require=t("./shared/require-global.js")}).call(n,t("../../../lib/node_modules/webpack/buildin/global.js"))}});

The objective of (SEM) is to drive traffic to your website with the intent of converting those visitors into customers. With SEM, it is important to have your business site listed near the top of the search engine rankings since very few internet users will actually look at search results beyond the first couple of pages. SEM can be divided into two categories: organic and paid. Both are important.


Secure (https) to non-secure sites (http): Since Google began emphasizing the importance of having a secure site, more websites are securely hosted, as indicated by the “https” in their URLs. Per the security protocol, however, any traffic going from a secure site to a non-secure site will not pass referral information. For this issue, you can correct by updating your site to be secure through a third-party SSL certificate.
×