In today’s complex organizations, IT departments are already overburdened and experiencing expertise gaps, shrinking budgets and only so many hours to get IT done. Migrating to O365 is a top priority for many organizations, but it can also be costlier, more complicated and more time-consuming than expected — especially when internal IT resources are already stretched … Continue Reading...
The most common form of organic SEM is search engine optimization (SEO). SEO refers to a variety of techniques designed to help your website rank higher in search engine results. Optimizing your website involves doing a little bit of research on what keywords or phrases your customers or potential customers are searching for when they are looking for your products or services online. It then involves writing web content using those keywords in a way that is both easy for search engines to pick up but still readable and pleasant for your website visitors.
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. 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. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic. In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
Link building is a catchall term for the practice of creating new external links to your site. Beyond creating great content people want to share, guest blogging and asking webmasters from authoritative sites relevant to your business to link back to your pages are great ways to build links. When possible, use keywords are the anchor text for your links, as this will help send signals to Google that your pages are relevant for those terms.
The Google, Yahoo!, and Bing search engines insert advertising on their search results pages. The ads are designed to look similar to the search results, though different enough for readers to distinguish between ads and actual results. This is done with various differences in background, text, link colors, and/or placement on the page. However, the appearance of ads on all major search engines is so similar to genuine search results that a majority of search engine users cannot effectively distinguish between the two.
Of course, there is a lot more that needs to be considered but this is a simple example of how all of these things work together. I would recommend having no less than one page for each step of the organic marketing plan if you are a small business. The larger your business the more planning that you should do. If you do not think through all the details you will miss something that will cost you.
Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.
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.
While organic search may drive many times more traffic to your site than paid search, you can use this report to see the quality of traffic driven by each method. For example, if you look atSite Usage statistics, you may see that organic search delivers 20 to 30 times the number of visitors, but those visitors view only half as many pages and have twice the bounce rate. And when you look at Ecommerce statistics, you may see that visitors from paid search have a much higher rate of transactions, along with a higher average value per transaction, and a higher dollar value per visit. If you find that your visitors who arrive via paid search represent a significantly higher value customer, that may be an argument to invest more in paid search.
While SEO seems to be the perfect plan for building your brand, one of the setbacks of this strategy is that it works in a slow-paced manner, and you might just be overwhelmed. Most keywords are usually already dominated by bigger brands. So if you are just starting up and are targeting to compete with other big brands, SEO services for small businesses like you might not be the perfect fit.
Incidentally, according to a June 2013 study by Chitika, 9 out of 10 searchers don't go beyond Google's first page of organic search results, a claim often cited by the search engine optimization (SEO) industry to justify optimizing websites for organic search. Organic SEO describes the use of certain strategies or tools to elevate a website's content in the "free" search results.
Let’s assume that your goal is customer acquisition. You know you’ve acquired a customer when you make a sale. So, you’d set up a sales conversion goal. To do that, click on “New Goal.” In the goal setup section, you can either select “template” or “custom.” Custom gives you more flexibility, so go with that option. Go on to the “goal description.” This is where you define your goal by naming it and selecting the type. For customer acquisition, you want to select “Destination.”
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.
I would like to talk about a case study for a large start up I worked on for over eight months in the Australian and US market. This client originally came to the company with the typical link building and SEO problems. They had been using a SEO company that had an extensive link network and was using less than impressive SEO tactics and methodologies over the last 12 months. The company was also losing considerable revenue as a direct result of this low quality SEO work. So, I had to scramble and develop a revival strategy for this client.
However, you can use paid campaigns to reinforce core messages that you’ve shared via organic posts. For example, if the company has been involved in a public crisis (think Volkswagen and the emissions crisis), then information you’ve provided to people who have contacted you can be used as part of a wider educational marketing program with paid ads to extend the message reach.
Most businesses are aware that the search engines can drive massive traffic to their web properties. Not just any traffic, but traffic that actually converts into leads and sales. Even though there are other ways to gain online exposure, Google still leads the pack when it comes to helping you get the best bang for your marketing buck. This is mainly due to its huge user base and market share.
Melissa Barker from Organic Demand Generation was recently a guest on the Rethink Marketing podcast, where she shared her essential organic B2B marketing strategies for LinkedIn in 2018. In addition to the many tech companies she’s consulted, including Act-On and Puppet, she also authored the first college textbook on social media marketing in 2010.
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients. Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.
This way, you’ll know what percentage of these visitors are responsible for your conversions. You can find the conversion rate of your organic search traffic in your dashboard. Bear in mind: If you just configured this, you won’t have any usable data yet. Now let’s say that your conversion rate is 5%, and the average order value for a new customer is $147. 5/100 x $147 = $7.35.
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.
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls, using the canonical link element or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score.
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.
At our agency, we work with sites of varying sizes, from very large to quite small, and recently, we have noticed a trend at the enterprise level. These sites aren’t relying as much on Google for traffic any more. Not only are they not relying on Google traffic, but also, the sites are getting less than 10 percent (or slightly more) of their organic traffic from the search giant.