Companies use the web to engage with global audiences and increase their revenues. SEO and PPC campaigns can help you enhance your online presence. As such, here is an introduction to these important areas to get you started.
Search Engine Optimisation
The term search engine optimisation SEO is a broad, umbrella-like phrase that takes into account a large number of tactics, which are all intended to improve the organic search rank of your site.
Search engines like Google use algorithms to determine the quality of millions of web pages and although these automated ranking systems are constantly being altered to deliver the best results to users, it is possible for site owners to take advantage of their rules in order to ensure that their pages are naturally ranked as high up as possible for a given query.
Techniques like link building have been harnessed over the years in order to make sure that a site’s reputation and rank are able to climb, just as its visitor numbers increase. However, major changes to Google’s algorithms in recent years have returned the focus to creating unique, compelling content in order to improve a site’s position.
Content can come in many forms, from text articles and press releases to visual media and interactive elements, but the most important thing to keep in mind is that it must be original, relevant and interesting to your target audience.
SEO also deals with other aspects of a site, including the layout of pages, the navigation features and the integration of social media elements. It is sensible to seek the aid of experts in the field in order to ensure that your optimisation efforts are effective, just as it is necessary to avoid underhanded tactics that might use exploitation to get quick results but could end up penalising your site and destroying its natural rank.
SEO is a long-term investment and achieving a natural search rank that gets you more visitors and business can take time. Many companies, therefore, turn to paid ads, which come in many forms, in order to generate more clicks and improve conversion rates.
PPC (pay per click) is offered by major services like Google AdWords, allowing you to bid on certain keywords, get your ads displayed above the search results when these are entered by a user and then pay a fixed amount for every person who clicks on your ad and subsequently visits your site.
PPC display advertising allows for the inclusion of other content along with your ad to give it wider appeal and more specific context, which in turn enhances its relevance and increases the likelihood of it receiving a click from a user.
While standard SEO that helps your site appear naturally amongst the top search results is not going to cost you money each time someone clicks a link from within a search engine, PPC offers the opposite arrangement. This means that it is an investment which needs to be carefully managed in order to make sure that you are getting a decent return and not just a load of clicks that eat into your budget but do not get results.
The Bottom Line
SEO and PPC are complicated, multifaceted markets, both of which can help a site enhance its visibility online. Only with careful planning and expert advice can they be truly beneficial.
AUTHOR BIO :
Maria writes for a number of websites on the topic of Search Engine Optimisation (SEO), PPC display advertising and e-commerce in general. She believes that both paid and organic search strategies can help sites improve their standings, but appreciates that different businesses will need a different balance of the two.