Thursday, May 29, 2014

How are SEO and PPC Different?

There are two kinds of ways to get your site to be seen on Google, one is search engine optimization, or SEO, and the other is pay-per-click, or PPC. These two formats of promoting your site on the internet search engines are both similar to each other however they are different and in big ways.

How are SEO and PPC different?

  • Where they are placed on search engines
  • The potential for traffic
  • Cost to rank 
  • The involvement your site has
  1. The first difference, where they are displayed, is the biggest difference that anyone can notice and not just those of us who work with SEO and PPC. See how at the top of the image, the first link has the "Ad" marker? These are links that were paid to be there and thus, are PPC. The links on the right side of the page have this too. In the past, Google had the PPC links where in yellow boxes but they have very much reduced the yellow and replaced it with the "Ad" icon. The links that do not have the "Ad" marker next to them are organic links; they are placed there as the result of good search engine optimization
  2. Another big difference, the potential for traffic, is a bigger deal for those who work with these two formats as well as those who utilize them. Yes, you get to the first page of Google faster with PPC, however, most people do not actually click on the PPC links. Why? Well, ask yourself the question (if you don't). Likely, your answer has something to do with the fact that the paid ones are not as credible; they are only there because they were paid to be there & didn't earn their place. It's like the guy at work who is management because his dad owns the company, not because he worked hard, you know? Internet users are 5x more likely to click on an organic link. 
  3. The third difference, the cost, depends on several factors. Google and Yahoo! manage their PPC costs differently. Yahoo! does it purely on ranking; if you give lots of money, then you'll have a higher ranking. With Google, it depends on your market, competition, etc. They both set up budgets for you and each time someone clicks on your link, that cost per click is deducted from your budget, likely a daily budget. 
  4. The fourth and final difference, involvement of your site, is a big deal too. When it comes to PPC, you do not have to really work on getting your site ready; the more clicks you want, the more money you spend on it. When it comes to search engine optimization, you have to optimize your site to get it working. This means having lots of content, title tags, image tags/descriptions, H1/H2/H3 tags, keywords mixed into the content, images, etc. If your site is not optimized when you decide to do SEO, then you'll have your prep work to do. 
If you are interested in doing SEO, then contact Integraphix - an SEO company. If you want to first see how SEO could help you, we can do a free website analysis. 

Monday, May 5, 2014

Why Content Matters with SEO

Content in search engine optimization is not just something you do, it is the thing you do. Everything about SEO revolves around the content. There are several things to consider when talking about content for SEO but we will focus on the big three: keywords, quality, and freshness.

The Hummingbird update that happened was a big change for the search algorithm that Google put into place. There is more focus on keywords now than ever before once the Hummingbird update came; keywords are to be in the titles of things, meta tags, in the paragraphs, your keyword density, etc. However, in regards to keywords, more emphasis is now on what the article is about and how you are using the keywords within all the content.

In the past, Google studied the search trends around the world and realized they had to improve identifications among synonyms and concept grouping. What does this mean? It means you should have both synonyms that are related to your main keywords as well as keywords directly related to the topic. This has changed search engine marketing strategy for every internet marketing firm in Chicago, New York, San Franciso, etc.

What about the article quality? You now have to write articles that are longer and are much more meaningful. Back in the day, you could get away with articles that were only 250 words but now, that minimum has doubled. A lot of websites have seen themselves get hit by Google because they had too little content. Ideally, webpages of 300, 400, 500+ words do well, even some sites with 1500 word articles do well. The most important thing is how well your articles are written; Google likes to see how well your stuff is written since that impacts its search quality.

Fresh content is a big, big deal. If you are unable to create content from your own mind, then you will need some extra help; having content that you did not make up is not only plagiarism but it will also get you hit by the big ol' Google. Online marketing has a focus on creating fresh, fun content for audiences and for good reason. Write on things that other people are not covering, or if they are, take a new spin on it. Always putting up new content to your site will help you quite a bit!

If you are looking for a Chicago marketing company that can help with your SEO needs, then contact Integraphix