RSS

Tag Archives: Web search engine

The Dynamic Duo: Why SEO And PPC Are The Perfect Bedfellows

UntitledImage by Danard Vincente

The Search Engine Optimisation (SEO) and Pay Per Click (PPC) marketing strategies have traditionally pitted themselves against one another. Proponents of each have argued that their approach is better than the other. However, opinions are now beginning to change, with many companies noting the benefits of using both SEO and PPC in harmony.

SEO vs PPC

SEO involves increasing the visibility of a website or specific web page within search engine results, which is perfect for promoting your brand. For more information on SEO, click here. With successful SEO the chosen website will appear more prominently in the ‘organic’, or natural, search results and therefore receive more visitors.

By contrast, with PPC, advertisers (you) pay the search engines or content sites when their advertisement is clicked. This article is a good starting point for PPC beginners. Typically, the prices are fixed for content sites but users have to bid for key phrases on search engines. PPC drives in even more traffic, so employing it alongside SEO can really benefit your business.

Identifying The Best Keywords

Firstly, through the use of PPC, you will be able to see which keywords drive customers to your website. Once the most useful terms have been identified, these can be incorporated into SEO strategies. SEO tends to be a longer-term process. So, using the quick results provided by PPC can help you concentrate your efforts in the most important areas and not waste any time.

If PPC shows certain keywords are providing a lot of traffic, you can then ensure the landing page contains relevant persuasive information on these areas. Creating the best possible landing page will increase both your overall PPC quality score and the number of results you receive through organic SEO.

Identifying Gaps in The Market

Through PPC, you will be able to track which pages your advert is shown on. If it is consistently used on a certain website, a good strategy would be to examine that site’s content. If it includes something relevant to your business which is not incorporated into your own web pages, then you will have found a gap in your marketing. Addressing this issue by writing your own similar content may lead to more traffic and reduce your dependency on advertisements.

This method will be particularly useful for new websites or web pages. New content is unlikely to get the same amount of traffic as established sites. Therefore, PPC advertising could be invaluable. It will bring attention to recent developments, providing the company with keywords to include and ways to expand SEO.

Being Consistent

To ensure that what you have learned from PPC benefits your organic SEO, you need to be consistent with both disciplines. Occasionally, companies introduce better offers on PPC adverts than appear in the organic search results. If you offer a 50 per cent discount in an advertisement, but only 30 per cent off in the organic search, very few people will click on the latter. This will lead to spending more money on PPC as well as reducing the effectiveness of your SEO.

Alternatively, results received through organic SEO may provide some surprising keywords or phrases that can be incorporated into your PPC scheme. This demonstrates the advantages of using them simultaneously.

Investigate Conversions

In order to test whether your marketing strategies are working effectively together, you can investigate the conversion pathways. Instead of simply recording the final advertisement viewed before the conversion, all stages of the marketing funnel are logged. This will show all aspects of marketing, such as email links, different PPC adverts and organic searches, which assisted in driving traffic to your site. Analysing the conversion pathways will allow you to determine the use of each strategy and optimising your marketing.

When employing search engine marketing, it is important to recognise the relationship between different areas and strategies. This is what using PPC alongside SEO provides. PPC allows you to constantly test and develop your website and marketing techniques. This holistic approach will provide stronger results and help you get the most from your internet marketing

Bio:  Rhosanna Jenkins is a committed writer, with a variety of interests, including the rise the online marketing revolution.

Have you using both PPC and SEO in combination for your business? Share your thoughts and comments below.

 

Tags: , , , , , , ,

Hello? Is My Marketing On? How To Choose The Right SEO Company

CBR001174

As you work to establish yourself as an online presence, you may wonder what you can do to make your website more visible and attractive to web users. In fact, you may already be aware of traditional SEO strategies such as using keywords, having a solid yet simple domain name, and utilizing email marketing. However, as valuable as these strategies are, there’s a new trend in online marketing. While you contemplate the best suggestions to use for directing traffic to your website and establish your venture online, you would do well to rely on someone that can help you with SMI strategies. SMI (Search Marketing Integration) is a basically a combination of search engine and social strategies.

Changes To SEO And Search Methods

Being aware of the role of SMI in today’s online marketing will allow you to reach more potential clients and expand your existing customer base. Being open to the changes in online marketing and allowing an SEO company, such as Everspark Interactive, to guide you in utilizing their services to your advantage can help you survive as an online presence, despite the ever-changing climate of Internet marketing.

Discovering The Role Of Social Networking

It used to be that social networking sites were viewed as novelties and, in fact, insignificant to an online company’s survival. People went to these sites to play games, post messages to friends, and fill up time as they browsed the Internet. Now, however, social networking sites like Pinterest, Facebook, Tumblr, Twitter and others play a major role in how well a company survives among its online competitors.

Establishing social networking accounts should be one of your primary goals as an online entrepreneur. Keeping these accounts active, relevant and updated as much as possible should also remain one of your top priorities. You can maintain your social media presence when you follow the advice outlined by a good SEO company.

The Value Of People Over Traditional SEO Methods

As SEO evolves, you need to be aware that search engines are changing in the way that they rank websites. Major search engines like Google and Bing are placing more favor on websites which are established on these social media sites and garner significant attention from the public. In essence, your website can achieve a higher search engine ranking if you are able to get more Facebook likes, Twitter retweets, Google +1s, reposts on Tumblr and other favorable reviews on social media sites. Demonstrations that people like your company, your posts, your products, and any other activities that you share through social networking place you in higher regards with search engine companies.

In fact, it is now common knowledge that this SMI strategy places a higher value on people rather than traditional search algorithms. For that reason, you would do well to ensure your survival, if not your prosperity online if you rely on an SEO company to show you how to utilize social networking to your advantage. Without using these social networking sites to your favor, you could jeopardize your venture’s livelihood online.

SEO methods that were valid and useful three or four years ago are now being integrated with SMI strategies. As online marketing strategies change, you can ensure your success as an online presence by relying on a knowledgeable and experienced SEO company to help you attract people to your website.

Nadine Swayne writes this article to inform business owners of the importance of effective marketing. The SEO specialists at Everspark Interactive bring top ranking and innovative SEO techniques to the table for their clients. They strive to be the eyes and ears of your overall online strategy.

Photo credit:  http://www.flickr.com/photos/audiolucistore/7403734608/

 

Tags: , , , , , , ,

Google’s Matt Cutts On SEO Industry Misconceptions: Updates, Revenue Goals & Link Building Obsession

by 

cutts-google-seo-misconceptionsGoogle’s head of search spam, Matt Cutts, released another video named 

What are some misconceptions in the SEO industry?

 In short, Matt outlined three topics in this five-minute video.

(1) SEOs confuse algorithm updates with data refreshes.

(2) Panda & Penguin algorithms are not about making Google more money in the short term.

(3) SEOs spend too much energy and time focused on link building and only thinking about search engines.

Algorithm Updates Versus Data Refreshes:

Matt explained that one of the biggest misconceptions he sees in the industry is that SEOs often confuse data refreshes and algorithmic updates. This is a topic we covered before at least once, but in short, here is the difference. An algorithm update is when Google changes the algorithm on how the search results are ranked, indexed or filtered. A data refresh is when Google updates the data where the algorithm runs. For example, we had a Penguin updaterecently; and, that last update was an algorithm update. There was a change to how the algorithm worked. Prior to that, Penguin 3 and 2 were mostly just data refreshes.

Panda & Penguin Updates Are Not About Revenue Gains For Google:

There are many people in the industry that feel Google releases algorithm updates, such as thePanda and Penguin updates with short-term goals of increasing their revenues. Matt said that is absolutely false and the algorithm and organic search results are completely separated from revenue goals.

Matt added that in one of the older earnings report, Panda was listed as a reason why Google’s revenues may not be as high in future quarters. Simply because Panda may have short-term negative impact on Google’s revenues. Why? Because Panda’s goal was to eliminate low-quality content sites that monetized mostly over AdSense revenue.

Then, Matt goes into explaining how Google looks at long-term goals, making the searcher happy, so they come back and search more. Google has methods for letting users take their data and leave. Google is rarely interested in short-term revenue goals, Matt added a few times.

Clearly, this is the PR side of Matt talking; but in my opinion, he 100% believes it.

SEOs Focus Too Much On Link Building & Search Engines:

Matt’s final point in the video is discussing what SEOs spend too much energy focusing on. They include link building and search engines, as opposed to their users. Matt said they can spend more time on social media and other areas to help build awareness of their sites.

He then discusses how the history of great sites, those sites generally focus on design and user experience first. This way the user is happy and recommends it to others. Matt added that Craigslist is a great site; but, their user experience is not great. So, there are many startups that come in and beat them on user experience to take over in some niches.

 

Tags: , , , , , , ,

Working With The Competition: How Staying Friendly Makes Business Sense For Struggling Creative Freelancers

IMG_2699Whatever your story, whatever your industry, little businesses in a post-recession economy are often advised to be apocalyptically ruthless. It may work for some, but what if we all took a different approach to try and dig ourselves out of the financial hole we’re stuck in? This alternative philosophy has been successfully practised by Tenessee-based burger brand Pal’s Sudden Service since 2000, when a Business Institute was launched to provide practical advice and workshops to promote their company amongst competitors, and it has made waves in the restaurant industry, with others following suit. As the Institute’s President, David J, McClasky states, welcoming your competitors with open arms can be more than just a philanthropic gesture: “No matter where a customer goes, if they have a good experience eating out, then they eat out more often,” he says. “We figure everybody wins when businesses are run at excellent levels.”

This mantra can be especially important in creative industries and an artistic approach to the 21st century’s financial challenges could be your most unexpected source of inspiration. If you have spent time previously studying the arts, you’ll understand the importance of co-operation, critique and collaboration, so just how should that be different once you have left education?

Collaboration in Practice: The Freelance Photographer

Take freelance photography as a strong example. It’s a demanding field which requires extensive technical knowledge and relentless passion from the individual, plus an unwavering desire to achieve outstanding results for each and every client. Working alone or perhaps with a micro-team around them, a freelance photographer will be responsible for all areas of his or her business, from booking shoots and meeting clients to more mundane tasks like banking and bookkeeping. Everyone has their own strengths and being required to fill such a variety of roles can take its toll, so it’s no wonder that many photographers in this position often feel overwhelmed. If this scenario sounds familiar, discussing your business with others can help you assess your approach to your work, enable you to get to know cameras and setups for use in your own projects, tackle common working issues, or even just help you offload the general stresses and strains of working on a freelance basis. You’ll be putting your work into perspective and developing valuable bonds with others around you.

Learning To Give and Take as a Business

So why should you take the time to forge reciprocal relationships with those who would traditionally pose a threat to your business? Well, being generous enough to share knowledge, experience and, crucially, contacts may equate to naivety and foolishness in some people’s minds, but consider your own personal benefit. Networking is paramount to establishing oneself as a professional company or brand, and open, assured lines of communication inspire confidence, helping boost your income and get clients. If old friends suddenly become your competition, shunning them can be counterproductive.

Furthermore if there is an ambitious job you don’t quite feel ready for, recommending a rival photographer rather than putting your own reputation into jeopardy is just common sense. As an artist may collaborate with somebody working in another medium to execute the best piece of work, this could be applied to business. Working together on a project with a competitor will allow you to combine your specialist skills to make for a more rounded enterprise, even if it is only temporary.

On a broader scale, however, a healthy business climate needs to be at the forefront of industry for a more stable future. Shying away from banker-esque cut-throat gluttony could be the first (deceptively simple) step in achieving great opportunities for every small business.

Where would we all be without a little help from our ‘friends’? Anna Layne knows first-hand the tribulations facing small businesses and how important it is to glean as much help and information from her competitors. She currently works on behalf of Trinity Photography, a Glasgow-based wedding photography firm that’s risen from small foundations to achieve a great reputation in the local area.

 

 

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

How To Make Sure Your Staff Are In It For The Long Haul

tug-of-warThe best businesses have loyal staff that have been there since day one. They know the company like the backs of their hands and no situation or problem is unfamiliar to them. The longer you have worked somewhere the better you know the role and the company and there for the better you do your job. Every employer would love to have staff stick around for years to come but people often become bored and move on. So how can you ensure your staff stick with you through thick and thin?

Set Out  A Clear Career Path

Many companies loose staff because of the lack of progression they offer.  People do become tired of doing the same thing over and over and if there is no opportunity to move forward they will seek opportunity elsewhere. As a business owner you should encourage your staff to apply for promotions and work their way up in the company. In order to keep staff happy and motivated you should set out a clear structure when it comes to moving up the ranks.

Offer Rewards

It can become very tiresome for staff if they work hard and that hard work constantly goes unrecognised. A simple thank you or well done is a good start and goes a long way, but a great way to really keep staff happy and motivated is to offer small rewards for good work.

Consider monthly awards in the form of a title and a small gesture such as a bottle of wine or vouchers, for example ‘employee of the month’. This means your staff will get the recognition they deserve and is an excuse for a fun monthly get together.

Consider Staff Quarterlies

A great way to say thanks is to host an evening of fun once every three months. It is something for staff to really look forward to and is a great way to encourage staff bonding. You don’t have to do anything huge, maybe just put some money behind a bar or book a meal. Tell everyone the date and time and see your staff let their hair down for a night of fun.

Offer Bonuses

At the end of the day your staff are there to earn money, and money does make people happy. A great way to encourage staff to go above and beyond at work is to offer bonuses measured by how well they are doing.

Staff really appreciate being paid on time and the right amount. Mistakes do happen but that can cause great problems when people are expecting money. Ensure these mistakes don’t occur by making use of payroll services to keep staff happy.

Eilidh MacRae works for Trace Payroll who offer payroll services.

 

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Getting Respect Working From Home

BG_SB_PurchasePowerLeasing020413

How often have you been working at your home office, when your brother calls you wanting to chat, or a friendly neighbour comes over to ask you for some help? You’re working at home, but everyone seems to think that your work involves sitting around the home doing nothing all day but answer some emails or occasionally talking on the phone.

What can you do to stop these distractions so you can work, and even get some respect for your home business?

Set a Schedule at Home

If you have regular working hours, you can post them on your office door, inform your family and friends, and if anyone comes over to chat during your scheduled work time, you can politely ask them to leave. This schedule will help people realize you are working, and make your business look more professional.

Even better having these regular working hours will help you be more productive if used properly. By focusing on your work at a regular time everyday, you train your mind and body to go into working mode. If you you plan your work hours when you have the most energy, it’s even better.

Remember that this doesn’t have to be a 9-5 work schedule, play around with it at first to find out what hours are best for you, and then stick to it.

Dress for Success

Since the inevitable stereotype of working from home is a person working in his or her pyjamas, try to break the image by wearing comfortable business casual clothes.

You want to be comfortable while you work, but wearing clothes that are too casual, will make you appear less serious, and can make you feel a bit too relaxed to work at your peak efficiency. By wearing business casual, you keep the comfort, but if a neighbour, client, or family member drops by they’ll see that you are treating your work professionally and it gives you an advantage. If they see you wearing old jeans and a sweatshirt or worse actual pyjamas, it will be very hard to convince them that you are working.

Learn to Say No

Sometimes people don’t take a hint, you can tell them that you’re working, print up a super-sized schedule for your door, explain that you’re about to talk to an important client, but they still want to talk.
In this case, you have to firmly tell them that you do not have time to talk, go out for coffee or even let them in your front door. Try to be polite but firm when you do so, don’t tell them you don’t want to talk, simply say you are working but can talk to them when you are done. Give them your schedule and explain that between certain hours you are unavailable, but you’d be happy to talk after work.

Your at home business is important, and people need to realize that working from home actually involves working. So treat your job like a regular job and insist others follow suit, even if they disagree with you.

Dan Clarke is a business coach, specializing in helping people who work at home expand their business, solve problems and find a great work/life balance. Find out more about him at his website, Be Happy Working at Home.

 

 

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Dealing With Changes In Companies: What’s The Best Solution?

Business NetworkingIn both our professional and personal lives, a certain amount of change is inevitable. These can range from the minor, such as a favorite television show recasting one of the characters, to the major, such as an undesired change in your relationship status. One of the key areas of change that can impact heavily on an individual’s life is the concept of change in the workplace, whether it’s from a corporate takeover or a seemingly straightforward rebranding. Let’s explore some of the key methods that will assist with dealing with change in the workplace.

How Severe Is The Change?

Change in the workplace leads to a sense of uncertainty. This sense of uncertainty can often be overcome in a fairly organic way; if the change is merely a modification to a business process, or perhaps a new software system, then the new system or method quickly becomes normality. It’s hardly something that will cause undue stress, although management should certainly take steps to ensure that all employees are familiar with what is expected of them in relation to the new processes.

Employees Will Feel The Fear

In some instances, the sense of uncertainty can become overwhelming and can impede a corporation’s operational capability when it’s a large-scale merger or takeover. There will undoubtedly be changes at all levels of operations, and this can lead employees to question the safety of their own employment. It’s important for management to handle the situation with as much transparency as is possible in a scenario such as this one. If there is to be restructuring that will lead to layoffs, then this decision needs to be made and executed as soon as possible. Resolve the matter in as straightforward a manner as is appropriate, and then a new normality will rise from the ashes, leading to employee peace of mind.

Negative Ways of Coping With Change

Management should be a little sceptical of employees who seem to warmly (and indeed, blindly) embrace large changes in a company. It’s perhaps possible that these employees are being enthusiastic about a change in policy, operations or ownership, simply because they believe it’s what their supervisors want to hear. This is unhelpful to the overall aims of any corporate change, and is on a par with avoidance coping, where an employee essentially tries to ignore the change and undertake their employment in the way they always have, which is often inappropriate.

Positive Ways of Coping With Change

Ideally, management will gently ease employees into any kind of change in the workplace, utilizing change management training that will allow employees to feel in control during the process of change. It goes without saying that it’s beneficial for management that their employees make a smooth transition during whatever change the company is going through. Management cannot dictate how an individual should feel in response to a change, but they can set the tone about what’s appropriate, essentially by being available to answer all enquiries, and to clearly outline what’s expected of employees. Unsurprisingly, any kind of change in a company generates a huge amount of paperwork when new guides and manuals are published.

Change can be a huge problem for many employees, and it’s hardly a stress free time for management either. But management needs to ensure that their employees feel like they’re part of the solution.

Kate Simmons is a business developer, management coach and freelance writer. She is mostly interested in topics related to leadership, management and business structures.

 

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

 
Follow

Get every new post delivered to your Inbox.

Join 5,002 other followers

%d bloggers like this: