And executives in particular, whether you’re getting help from an external coach like myself, or have an internal expert that can help them with their profile, this is really important because your executives are the key to really building thought leadership. I know even at Act-On, Bill Pierznik has been making some really amazing posts on LinkedIn around his thoughts on the business world, and it’s garnered a lot of engagement. So, the more you could have your executives be the voice for your company and really get their profiles up and running, the better.
You control the cost of search engine marketing and pay nothing for your ad to simply appear on the search engine. You are charged only if someone clicks on your ad, and only up to the amount that you agreed to for that click. That’s why SEM is also known as pay per click (PPC), because you only get charged for each click that your ad generates. No click? No charge.
Look at the different search engines (sources) that drive traffic to your site to determine where you want to invest your resources. For example, if you're getting an overwhelming amount of visitors and revenue from a particular search engine, that's an obvious source of profitable traffic and an area in which you might want to make further investment; but you might also find another search engine that delivers only a few visitors, but ones who represent a very high Per Visit Value. In this latter case, you might want to increase your spend in that area to drive more of those high-value visitors to your site.
Use social media. Build a presence on social media networks like LinkedIn, Twitter, Facebook, Google+ etc. All of these activities help to get your name out and website address out on the internet. Read about how we doubled our social media audience in a week. Add share buttons to your site to make it easy for people to share your content. And write content worthy of sharing.

PPC gives you the ability to fix your daily budget depending on how much you’re willing to spend. And since you can start off with a small amount, you don’t have to put a heavy investment at stake before testing the waters. Once you know a certain campaign is giving you a good return on investment, you can ramp up your budget and increase your ad spendings without worrying about incurring losses.

Many people know which search results are paid versus natural and often give precedence to natural search options. On the other hand, if your website shows up on later pages of the search results, you might have better luck using PPC to get seen. Because PPC costs money, you might consider using it for items that you sell, as opposed to promoting a free offer or your blog. With that said, many people have successfully used PPC marketing to promote a free lead magnet.
Hey, Matt! Thank you for your sharing, and I learned much from it, but I still have a question. We began to do SEO work for our site 2 years ago, and our organic traffic grew 5 times ( from 8K to 40K every day). But two years later, it is very difficult to get it grow more, even it drop to 3.2K every day. So can you give me any advice to make our site's traffic grow again? Thank you in advance!
Fresh fruits and vegetables have been the top selling category of organically grown food since the organic food industry started retailing products over 3 decades ago, and they are still outselling other food categories, according to the Nutrition Business Journal. Produce accounted for 43 percent of U.S. organic food sales in 2012, followed by dairy (15 percent), packaged/prepared foods (11 percent), beverages (11 percent), bread/grains (9 percent), snack foods (5 percent), meat/fish/poultry (3 percent), and condiments (3 percent).
Many people also search specifically for services within their area. Utilizing keywords such as “wedding photography Atlanta” instead of just “wedding photography” can help you face local competition better. Setting up a Google My Business page is also a tool that will help your business pop up in localized searches. It’s free to set up, and requires a physical address for your business.
AdWords is recognized as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. It is flexible and provides customizable options like Ad Extensions, access to non-search sites, leveraging the display network to help increase brand awareness. The project hinges on cost per click (CPC) pricing where the maximum cost per day for the campaign can be chosen, thus the payment of the service only applies if the advert has been clicked. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months.[30]
Think about this. Where do you first turn to when you have a problem or when you’re curious about a topic? Google, right? It’s a no-brainer. Search engines are the ideal matchmakers between you and potential customers. In fact, 93% of all online interactions begin with a search engine. To leave this prospects in the dust is to leave revenue on the table. But here’s where search engines and organic traffic give you a real marketing edge.
Organic search is a method businesses use when they want to rank high on a search engine’s results page without having to invest in an ad campaign. Usually, this method involves using optimization practices on web pages and blogs and linking strategies, and conducting industry keyword searches that search engines view as valuable. Search algorithms are not entirely known, but marketing experts carefully study results to gather insight into how Google and other search engines rank pages. Some of the organic search engine optimization practices also include using relevant keywords on a page title, regularly posting optimized-blog articles to your site, and engaging with customers on social media platforms. This process takes time. The more you post and optimize your pages, the higher your results, as search engines see your content as relevant and trustworthy.
Marketing strategies have evolved over the course of time. Back then, organic search, when hit right on the spot, would give you the right amount of exposure that your business needs. Apart from that, it used to give you a better deal at a lower cost compared to when you do pay per click. However, with the digital age coming in and small businesses are starting to become popular, they are now mostly leaning towards the fast-paced wonders of paid search.
Each paid ad will likely point to a product page, a specific landing page, or something that has the potential to drive financial results. As paid marketing would suggest by its name alone, you’re spending money on ads to drive specific actions. You need to determine ROAS beyond vanity metrics alone (like engagement or total leads). Say you drove five leads but spent $5,000 on your paid campaign. Your ROAS would be $1,000 per lead, which is a bit steep (depending on your industry). In this case, you’d want to adjust your strategy to avoid wasting money.
Direct traffic is defined as visits with no referring website. When a visitor follows a link from one website to another, the site of origin is considered the referrer. These sites can be search engines, social media, blogs, or other websites that have links to other websites. Direct traffic categorizes visits that do not come from a referring URL.
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]
Aggressive "answer" boxes. So you search for a question, and Google provides not just necessarily a featured snippet, which can earn you a click-through, but a box that truly answers the searcher's question, that comes directly from Google themselves, or a set of card-style results that provides a list of all the things that the person might be looking for.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[18][19][51] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[52] although the two are not identical.
For instance, before launching a new product or service, a business can create a simple landing page to gather feedback from the target audience. Or it can run a survey asking a bunch of targeted questions. Or it can even go a step further and create a minimum viable product to see how the target users are interacting with it. With a bit of creativity, PPC ads can help gather real-time feedback that can be used to improve the end product, or idea.
Website ranking doesn't just come from what's on your website. Google, the number one search engine used today, uses a variety of other factors to rank websites. Things like your social media activity, appearances on other sites through interviews or guest blogging, and being listed as a resource on another site all increase your standing in Google's eyes.
New zero-result SERPs. We absolutely saw those for the first time. Google rolled them back after rolling them out. But, for example, if you search for the time in London or a Lagavulin 16, Google was showing no results at all, just a little box with the time and then potentially some AdWords ads. So zero organic results, nothing for an SEO to even optimize for in there.
Great analysis and tips, Rand. Your first tip was to focus on branded search... but when it comes to small-medium businesses, there's a limit on how much brand search-demand one can produce. Are you saying that google search will eventually become an engine made only for entities/businesses we already know of? Where does that leave the whole discovery process?
Facebook Ads and other social media ad platforms, for example, are pay-per-click platforms that do not fall under the SEM category. Instead of showing your ads to people who are searching for similar content like search ads do, social media sites introduce your product to people who happen to be just browsing through their feeds. These are two very, very different types of online advertising.
At TechFunnel.com, you will read the latest news and learn our opinion about product releases that are right for you. Watch videos about the latest trends in software, apps, games, AI, and virtual reality. Connect with a growing community of writers and editors who ask questions, seek answers, and innovate along the way in the realm of technology. In a medium that is meant to be effective and efficient, we strive to be both.
Apart from the above mentioned factors, analyzing your competitors’ social strategy, the industry your business falls into, and individual social platforms will also help you in deciding the right social strategy. For instance, last year Facebook reduced the exposure of organic content, so for exponential results on Facebook a brand must go for paid ads.

Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[22] Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.
Clients turn to search engines because they really need a product or service. They have already created a need; it only remains to find a company that suits their interests. It is a medium that can easily encourage conversion, if the company offers what the customer is looking for; the visit will result in action by the customer, either a direct purchase, request for a quote, or more information for a later purchase.
Your keyword research will determine whether or not your search optimization effort will be a success or a failure. Many businesses make the mistake of basing their keywords on just the search volume. This often leads to attempting to rank for keywords that are very difficult and costly to move up, or even keywords that aren’t “buyer” keywords and just send useless traffic to the website.

At the retail level, the two top organic food sales categories, receive significant price premiums over conventionally grown products. ERS also analyzed organic prices for 18 fruits and 19 vegetables using 2005 data on produce purchases, and found that the organic premium as a share of the corresponding conventional price was less than 30 percent for over two-thirds of the items. The premium for only one item—blueberries—exceeded 100 percent. In contrast, in 2006, organic price premiums for a half-gallon container of milk ranged from 60 percent for private-label organic milk above branded conventional milk to 109 percent for branded organic milk above private-label conventional milk. See the ERS report for more on this topic:


While farms and processing facilities for organic products are required to get organic certification, it’s optional for retailers. For certification, there are numerous steps and processes to insure organic integrity from when products arrive at a store until you put them in your basket. That integrity is important to us – and many of our shoppers – so we became the first national certified organic grocer.


In 2014, Cisco stated that video made 64% of all internet traffic. In 2015, Searchmetrics was releasing a white paper quoting that 55% of all keyword searches in the U.S. return at least one video blended into Google’s web search results and that 8 out 10 of those videos belonged to YouTube. And in 2016, Cisco was also sharing that online videos will account for more than 80% of all consumer internet traffic by 2020.
The term is intuitive; the definition of organic marketing refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted posts. It includes any direct, instinctive, and , with the exception of paid marketing tools. Paid tools, such as artificial paid link-ads, are considered inorganic marketing. If you’ve been putting your blood, sweat and tears into revising and reinventing your user interface, maintaining Twitter and Facebook accounts, building your email lists, and improving your SEO, you’re doing it already. Now, let’s take a closer look at why it’s effective, and how you can do it better.
In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[21] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
Search engines: Google vs. Bing. Google was the first search engine that provided better search results and people told others about it so it spread virally and became a verb “Google it”, whereas Bing is trying to buy it’s way into the market, doing ads, deals with Facebook and Yahoo, etc. Most people weren’t asking for a 2nd, “me-too” search engine, the first one solved their search pain and continues to do so, so trust was built and people have remained loyal to it.
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.
An organic marketing strategy generates traffic to your business naturally over time, rather than using paid advertising or sponsored posts. Anything you don’t spend money on directly – blog posts, case studies, guest posts, unpaid tweets and Facebook updates – falls under the umbrella of organic marketing. That email blast you just sent out? Yup, that’s organic. So is that user-generated content campaign you just launched.
Every one of those engagements can amplify a post tenfold depending on the size of their network. And really you’re educating them on, ‘Hey, when you engage with our content,  you’re not only just liking the content, but you’re opening that content up to all of your network, which can ultimately help with building the business’ bottom line, getting more awareness, which in turn drives more leads, and helps move people down the funnel, they build trust when they see your name more often.’
Here users can find what services are around, or where to buy a particular product. Meanwhile, local searches provide instant information and specific data on customers’ needs, such as a telephone numbers, the address of a company or its public opening hours. Also, do not forget your smartphone as a tool to find information anywhere. 77% of the users of these devices use them to find information preferably in their immediate environment.

Paid search advertising costs money, which at first may seem like a disadvantage, but these costs can easily be managed. With cost-per-click (CPC) or cost-per-thousand-impressions (CPM) campaigns, you spend as much or as little as you want. You can adjust your campaign budget at anytime, so if your business is going well, you can spend a little extra to drive traffic to your website and catch the attention of new customers.
Chrys was bitten by the entrepreneurial bug at an early age. At age 10, she bought soccer cards in bulk and sold them in school. Later, she turned down a university scholarship and moved to Thailand to start an apparel business. By age 27, she started and ran two online businesses while living around the world. She now runs Chrys Media, an educational company that runs online conferences, courses, and workshops for entrepreneurs and marketers.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2]
Think about this. Where do you first turn to when you have a problem or when you’re curious about a topic? Google, right? It’s a no-brainer. Search engines are the ideal matchmakers between you and potential customers. In fact, 93% of all online interactions begin with a search engine. To leave this prospects in the dust is to leave revenue on the table. But here’s where search engines and organic traffic give you a real marketing edge.
Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters needed only to submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.
The monthly volume of searches entered on keywords can be found with a few different methods. If you have a Google AdWords account, you can use Keyword Planner for this step. If you don’t, there are a few free sites out there that will give you similar numbers. Obviously, if a keyword has higher monthly searches you’ll want to keep it in mind. However, that also might mean that it has a higher keyword difficulty, and fiercer competition.
Organic content marketing, on the other hand, finds ways to make customers look for you naturally. In effect, it means using any type of marketing method that doesn’t require a direct payment. But, there are still costs involved. These include paying for content creation and the time spent monitoring the campaign and responding to customers. This type of inbound marketing involves providing valuable content that customers need. Then, supporting it with a constant, online presence (often through social media).
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[46]
Use social media. Build a presence on social media networks like LinkedIn, Twitter, Facebook, Google+ etc. All of these activities help to get your name out and website address out on the internet. Read about how we doubled our social media audience in a week. Add share buttons to your site to make it easy for people to share your content. And write content worthy of sharing.
This community is full of opportunities if you're a fashion-based retailer. One of the major advantages is the fact that they add links to each of the products that they feature within their outfits - the links go directly to product pages. This is the holy grail for ecommerce SEO, and the traffic those links will bring through will convert at a very high rate.
Unless you have an invite, you can’t comment or submit a new product to PH. Even then, if you were to submit yourself, the likelihood is that you’d miss out on a lot of traction compared to someone influential on PH submitting. You only get one chance to submit to Product Hunt so you’ll need to identify someone who would be interested in your startup that also has influence within the PH community. To do this, go to Twitter and search the following query in the search bar:
Organic products have shifted from being a lifestyle choice for a small share of consumers to being consumed at least occasionally by a majority of Americans. National surveys conducted by the Hartman Group and Food Marketing Institute during the early 2000s found that two-thirds of surveyed shoppers bought organically grown foods. For a literature review of organic consumer studies, see the ERS report:
Even though we think about it all the time, we usually take a “sit back and wait” approach to traffic. After all, you can’t force anyone to visit your website. But it’s not as simple as “if you build it, they will come.” And you need more traffic, and greater search engine visibility, if you want to get anywhere with your website and your business.

In 2014, BrightEdge published research that showed that 51% of channel traffic came from organic search and that it was far and away the largest channel. In the intervening years there were significant search algorithm changes that dramatically altered the layout and ranking of the search engine results pages and saw an increase in the space taken by Local, Videos, Images, Ads, and Quick Answers.
Influencer marketing is a great way to expose your brand to a much larger audience, which often results in a significant spike in traffic that can lead to more subscribers, followers, and leads. It can also lead to long-term SEO improvement. In this session, you will learn how to leverage influencer marketing to drive organic traffic and rank your website higher.

Organic and paid social media—you shouldn’t have one without the other. A solid organic strategy improves your online presence and reputation, and a paid strategy increases your brand’s reach and awareness to targeted audiences. Managing both aspects of social media takes time and planning, but the results of a well-executed campaign are worth the effort. No time to handle it on your own? We’ve got you covered.
Some ideas to keep your Facebook fans engaged include posting quality content, creating exciting competitions and sharing surveys that ask for their opinions. For example, you could create a survey and ask your fans what content they would like to read or what new products they would like to see in your new fashion line. Take your community’s advice on board and let them know when you’ve created their chosen item or have written that post they wanted. It’s also important to add images and/or video content to your posts to enhance the visual impact and help them stand out in your fans’ crowded newsfeed.
Nathan: You’ve mentioned status updates. One of the things I’ve been doing with the podcast is creating a video introduction. It was last fall that LinkedIn started having native uploads of videos. And I’ve been noticing anywhere from 2,000 to 3,000 views per post that I upload, where nobody was checking out my videos or status updates when I was doing it in the past. That might be something people think about, too, is adding the video element into their thought leadership post or their status updates. What are your thoughts on that?
That said, ground-up marketing works because it’s work. There’s no substitute for careful attention to your website’s content and careful curation of your business’s social media presence. Paid ads can be an effective tool within a high-budget marketing strategy, but if the consumer arrives at your website and doesn’t find what they’re looking for, how is that investment working for you? It’s not. If a sponsored tweet draws them in but a discrepancy in expectation chases them away, what’s the benefit there? It’s absent. Organic marketing is a long process, but ultimately it will yield more authentic customer engagement and more accurate SEO.
Knowing which pages visitors go to directly gives you an opportunity to design those pages so they accurately and quickly address visitors' needs. For example, if you sell clothing and your new-arrivals page is a popular destination, you want to be sure the content is always fresh, and you want to provide easy access to the full department represented by each new item. Who wants to see the same items week after week on a page that is supposed to represent the cutting edge of your inventory? And if you're featuring a new raincoat or bathing suit, you want to let visitors also easily see your whole line of raincoats or bathing suits."
Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
I have always believed in good quality content, well structured and written in a way that isn’t just about promotional talk. Thanks for sharing this information with us, it’s always helpful to have everything written in a concise manner so we can remind ourselves now and again of what it takes to increase organic traffic. As an SEO consultant myself I come across websites all the time that are messy and still using tactics that have long been out of date. Having a successful website is all about quality content and links. I like it that you stated what the problem was and then how you fixed it for the client. Great article.
Many page owners think that organic reach (the number of unique individuals who see your post pop up in their news feeds) is enough to make an impact. This was true in the first few years of Facebook but is no longer the case. Facebook, and many other social media networks is truly a pay-to-play network. Facebook, Twitter, Instagram, and LinkedIn are all on algorithmic feeds, meaning posts are shown to the user based on past behavior and preferences instead of in chronological order. Organic posts from your Facebook page only reach about 2% of your followers, and that number is dropping. Facebook recently announced that, in order to correct a past metrics error, it is changing the way it reports viewable impressions, and organic reach will be 20% lower on average when this change takes effect.
The term was first used by Internet theorist John Kilroy in a 2004 article on paid search marketing.[citation needed] Because the distinction is important (and because the word "organic" has many metaphorical uses) the term is now in widespread use within the search engine optimization and web marketing industry. As of July 2009, "organic search" is now common currency outside the specialist web marketing industry, even used frequently by Google (throughout the Google Analytics site, for instance).
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