Organic social media is anything that happens on social media without paid promotion. When you post as your page but don’t put any money behind this post to “boost” it, you are creating an organic post. If you comment on a business’s post in your news feed, and the “Sponsored” tag does not appear on the post, that action qualifies as organic. In other words, organic actions occur on non-ads.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[60] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[61] It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.[62] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

Cost and Sustainability. While it’s not totally free and easy, SEO can be more cost-effective in the long run as it will give you a targeted and relevant results that you are aiming for your business. With regards to sustainability, even with the smallest of a budget, you can still develop a plan that will still give you the quality of results and still keep the traffic that your business is getting.
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.

The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!,[18] mix paid inclusion (per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com[19][20]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).
Pay-per-click (PPC) campaigns generate paid traffic. The goal of running a PPC ad campaign is to increase visibility of and traffic to your website by showing up in the paid search results – you can identify ‘paid’ results easily as they are brief advertisements separate from the organic results. These ads are prompted when a user types in a relevant keyword into the search engine.
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.
Conversely, if your business is in a tight spot, you can decrease your budget or stop spending altogether. You can also specify when you advertise, so if you are having a sale this month and want to reach a larger audience, you can run a campaign focused on the sale just during this month. Or, if you offer special deals on Tuesdays, you can schedule your ads to run only on Tuesdays.
For example, we have seen retailers who produce seasonal items, such as ornaments, based upon data that they are able to find through the Data Cube. This information tells them about the themes and ideas that are popular throughout the year and during their peak selling seasons, helping them to know which items will be the most successful and the optimal names to select.
Another way search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[31] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[32] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[31] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[31] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

Sometimes considered to be a part of SEM, social media sites like Twitter, YouTube, Facebook, and Delicious have search fields and also pass authority to sites through links. Making sure your content and links are placed (where necessary) on these social media sites can increase your influence in user search engine queries. SMM is a rapidly growing area of Internet marketing but to discuss it further is beyond the scope of this Guide.


As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.[4]

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.


This is the number of views that you can test each month on your website.It's up to you how you choose to use them, either by allocating all the views to one test or to multiple test, either on one page or on multiple pages. If you have selected the 10.000 tested views plan and you run an experiment on your category page which is viewed 7000 times per month, then at the end of the month 7000 is what you'll be counted as tested views quota.
I found your content very interesting, and I believe there is a tool from Google that can boost small brands, so that the brand term begins to be more sought after: The Adwords Display Network. I'm having some results in the last months, because I created a display campaign with my brand, I put in highly regarded channels. Result: in the search network, I paid around U $ 1.00 per click, and on the display I am paying U $ 0.05 per click, and in addition, the number of searches with my company name (Gauchaweb) has increased more than 10% in the last 3 months. Worth the comment. Hug.
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).
In the end of the day it depends on the size of the website you are working with and how well known the brand is in the market. You can adapt some of the strategies listed above in the post on scale and it can have a highly positive impact on a web property, the property in question is a real content house so any thing is possible. What else do you suggest we should do I will advise you if it has been done already?

Hi Rand! Thanks for a really informative and thought provoking Whiteboard Friday. I agree with Namrata about the challenges to local and small businesses that all the rapid changes with little to know warning from Google as far as they're concerned. In many cases, they're just rapping their heads and marketing strategies around having someone create and optimize their website and content for how Google SERPs used to work, and even with basic GMB listings, they have been unaware or unsure of how to use them. Some have been taken advantage of because of lack of understanding and awareness of how Google listings and GMB work and that it's free.


With organic search, you don’t have to outspend your competitors to outrank them. Your competitors can’t recreate the content experience that you use to drive organic traffic.  This one is major. PPC is easy to replicate and reverse engineer. Many spy tools allow you to dissect paid campaigns to see what’s working and what’s not. You can get insight into what ad creatives generate the most clicks.
Whether it may be on social media or your blog, it’s important to publish evergreen posts that do not contain an expiration date. These posts should be engaging and stand out for your readers to stay intrigued. If you’re having trouble of thinking about what to post, consider content that is educational and fun. Statistics show that users tend to share more positive posts than negative ones.

Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.

So if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too.
While network marketing companies financially incentivize their distributors to sell their products, just like in affiliate marketing, it’s not just the money that motivates word of mouth and it’s not money alone that will make the sale. It’s got to be a game-changing or life-changing product or service to give people something talk about with positive emotions like excitement and enthusiasm, so that the people they talk to want to be a part of it (and fear being left out). If people believe the company has a lousy product and compensation plan, then people won’t feel motivated to talk about it or have persuasive reasons to tell others to buy into it as well. If people don’t believe in the person or company selling it, the seller won’t generate any sales. This is why brands can charge more and generate billions in value, like these top 10 most valuable brands in the world:
For our client: We rolled out a successful implementation of rel="author" for the three in-house content writers the company had. The client had over 300+ articles made by these content writers over the years and it was possible to implement rel="author" for all the aged articles. I advise anyone who has a large section of content to do so as it will only benefit the website. We were also in the process of rolling out further schema markup to the site's course content as it only has a benefit for CTR.
For our client: We monitored everything on a daily basis. If something came up, which needed to be fixed, we were quick to implement it with the development team at the business. We also rolled out numerous campaigns multiple times as they worked effectively the first time around in generating significant traffic so it was second nature to do the same thing twice.

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**.
With organic search engine optimization (as opposed to pay-per-click ads) people will more easily find your website on search engines while they are looking for a product or service you provide. Making it more likely that they will convert from visitor to customer. No one searches for a product or service that they don’t want, so they’re already in the mood to buy. You just have to stand out among the competition. Additionally, when you rank on the front page of a search engine, you are showing potential consumers the legitimacy of your products or services because of your high ranking.
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.
With 88 million tech-reliant Millennials taking their places as decision makers in households and the workforce, crafting a strong online presence is more important than ever. According to the Harvard Business Review, Millennials will account for over 50% of the workforce by next year. Already, this demographic shift, in combination with rapidly developing technology, is drastically changing the way successful companies go to market. 
The great advantage of search engines is that users are directed to certain websites for a product or service, regardless of the brand that offers it. This is a great opportunity for small businesses that do not have sufficient resources to promote brand awareness. However, if your positioning works well in search engines, they can compete on equal footing with larger companies, and not only attract more qualified traffic, but also promote brand awareness.
I think it has become harder and harder for smaller brands to really stand out in any kind of search. This is especially true with small brands who face lots of competition form other small brands in large cities. How does one build name recognition in NYC as an acupuncturists when any given building may house 3 or 4 practitioners with the same address. Then these small businesses are facing the Google Possum filter. And in some cases brands without websites are showing up in the three pack over highly optimized websites.
I think it has become harder and harder for smaller brands to really stand out in any kind of search. This is especially true with small brands who face lots of competition form other small brands in large cities. How does one build name recognition in NYC as an acupuncturists when any given building may house 3 or 4 practitioners with the same address. Then these small businesses are facing the Google Possum filter. And in some cases brands without websites are showing up in the three pack over highly optimized websites.
Optimize for opt-ins. Make sure you lead to something more than your content. What this means is that when people read your content, they must know where to go next. This may come in the form of a call to action or your offering of additional content, appearing perhaps as a PDF. Growing organic traffic is important, but it doesn’t matter if you are not converting those viewer into leads. Your business doesn’t pay its bills using raw traffic.

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?

If you’ve seen ads appear at the top or right of search engines, then you already know what SEM is. When your ads display in these optimal, highly visible positions, your business can have an edge over your competition. Plus, most searchers only click on the first few results, which gives these premium ad spots a visual advantage to catch the attention of your future customers.

So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder.

The social media landscape is constantly evolving. New networks rise to prominence (e.g. Snapchat), new technology increases user participation and real-time content (e.g. Periscope) and existing networks enhance their platform and product (e.g. Facebook,Twitter, Pinterest and Instagram launching ‘buy’ buttons). Organic reach is also shrinking as the leading networks ramp up their paid channels to monetise platform investment.
In addition to helping you find keywords you should be bidding on, thorough keyword research can also help you identify negative keywords – search terms that you should exclude from your campaigns. Negative keywords aren’t terms with negative connotations, but rather irrelevant terms that are highly unlikely to result in conversions. For example, if you sell ice cream, you might want to exclude the keyword “ice cream recipes”, as users searching for ice cream recipes are unlikely to be in the market for your product.
Encourage incoming links. Google prioritises sites that have a lot of incoming links, especially from other trustworthy sites. Encourage clients, friends, family members, partners, suppliers, industry mavens and friendly fellow bloggers to link to your site. The more incoming links you have the higher your site will rank. But beware SEO snake oil salesmen who try to trick Google with spammy links from low-reputation sites. Some links can actually damage your SEO.

Once you've set up an alert within Mention, go to your settings and then 'Manage Notifications'. From here you can select the option to get a daily digest email of any mentions (I'd recommend doing this). You also have the option of getting desktop alerts - I personally find them annoying, but if you really want to stay on the ball then they could be a good idea.
Utilizing keywords in your URLs will also help with your rankings. Unfortunately, there isn’t much you can do to change the home page URL of your website without your domain authority being reset. However, each additional page you add is a place to insert a keyword, as long as it is relevant to the actual page content. We’ll go over blogging shortly, but URLs of blog posts are a great place to use your keywords.
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.
Another way search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[31] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[32] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[31] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[31] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.
Anyone who types in a search query has a specific intent. And they’re expecting the content that they find in the SERPs to satisfy that intent. If you can understand the search intent of your prospective customers, it will transform your marketing in several ways. You’ll be able to predict what keywords your potential customers are likely to use.  It’s easy to start targeting keywords with no structure or strategy. But that’s a mistake.
Before you dig into some of the more technical ways to improve SEO ranking, always remember that writing compelling, high-quality content that attracts interest and compels visitors to share it and link back to it is vital. Good content has the best chance of being viral content, and Google rewards content virality heavily in its rankings algorithm.
Nathan Gotch is the founder of Gotch SEO, a white label SEO services provider and SEO training company based in St. Louis. Gotch SEO is now one of the top SEO blogs in the world and over 300 entrepreneurs have joined his SEO training platform, Gotch SEO Academy. Nathan’s SEO strategies and advice have also been featured on Forbes, Entrepreneur, Business.com, and Search Engine Journal.
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.
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