Online marketing remains one of life’s little mysteries for business owners looking to expand upon their online presence. Confusion basically stems from two general differences: paid advertising and organic search rankings.
Let’s start out by talking about paid advertising. Paid search engine marketing refers to advertising in which a business pays for ad placement based upon a targeted search.
Google Adwords is the term most business owners are familiar with when discussing paid advertising. However it is important to note that Google is the most widely used search engine other options are available when it comes to paid ads. Both Bing and Yahoo offer paid ad services. Google is the most used search engine and therefore paid ads places within the search and display networks associated with Google will cost more than those places within Yahoo or Bing. You are paying more because more advertisers are using the service and more traffic is essentially viewing your ads.
Many companies with smaller advertising budgets choose to place their paid advertising dollars on smaller search engines such as Bing largely because the costs per person reached are much lower than with Google. The main disadvantage is the decrease in users associated with the less known search engines.
When you company is looking into paid ads it is important to be realistic. If your paid operating budget for a month is five hundred dollars and you are in a highly competitive market, for instance home improvement, law, pest management etc… then it may be best for you to use your paid advertising on search engines with lower ad costs such as Bing, Yahoo, Microsoft etc… The competition will be lower, the ad costs will be less and the amount paid per click will be less expensive which goes along with the theory that fewer people are using these search engines; less ad competition results in less expensive per click fees, while reaching targeted consumers.
If your operating budget is unlimited and you are seeking to reach the largest number of people without expense being a concern paid advertising with Google Adwords is ideal. The number of people using Google as a search engine is higher than Yahoo, Bing, and Microsoft etc…. The competition within Google is greater because of the number of advertisers seeking to reach targeted consumers because of the popularity that Google offers as a search engine therefore the competition for higher ad space is greater leading to a more expensive per click cost.
In both scenarios companies are paying for their ad to be placed in front of potential consumers based on results from targeted search terms. No matter what search engine is used a user searching for Pest Control will find ads at the top and down the right hand side of business that have bid on the keyword Pest Control. Higher ad placement goes to those advertisers willing to spend more per click. Paid advertising is a key element when looking for consumers who are actively seeking targeted business services.
Another service that is offered to clients that is crucial to online marketing success is SEO, otherwise known as search engine optimization. SEO refers to the method in which a company reaches higher organic search rankings. This service involves a variety of activities that work with your website to increase your site rankings on search engines when your services are being targeted through a consumers search.
The process of SEO is complicated and constantly evolving. Search engines are constantly changing algorithms and their methods of placement to avoid companies looking for higher rankings through unsavory online activities.
A combination of methods to achieve the highest possible organic search results for clients possible without the risk of being blacklisted. We use a combination of blog creation and management, social media integration including the creation and management of Facebook, Google Plus, Instagram, Twitter, press releases, video marketing, article marketing and more. Most importantly we focus on the content of your website to ensure it is evolving as the company continues to. Our web team also places a high value on the backend of your site ensuring that is search engine friendly meaning that search engines will understand exactly what it is that is being offered based on title tags, site descriptions and tags used in programming your site.
Online presence is more important now than ever before. Out are the days of reaching for a phone book and looking up a certain key phrase in the yellow pages to find a business to meet your need. In are the days at having information at the touch of a button. Your business must be present online to draw in and retain customers. Consumers are looking for information on your business right then and there while they are ready to take action. Your website, social media presence, blog updates, reviews and testimonials will all say a lot about your business. SEO companies are here to help ensure the message they are receiving is the one that you want to be presenting.
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