Imagine you have a car and it needs a service. It is a bit like having a website and it needs optimising. Online technologies and markets are forever changing, just like cars!
The message behind this analogy is that you will always have to keep fine tuning your website by means of optimisation just the same way you would tune and service a car to improve its performance.
SEO, or Search Engine Optimisation, is the term used for improving your site in relation to your search engine ranking. Your placement in the search engine index is essential to your flow of traffic. The vast majority of mainstream sites will receive traffic directly from search engines such as Google. The higher your ranking / placement in these indexes, the greater the flow of traffic.
For example, if you are an electrician in Manchester, and someone ‘Googled’ “electricians in Manchester “ and you hold a page 1 spot in Google, it is very likely that someone will visit your website. Most searchers are going to browse the first few sites in Google and not others. Therefore, you want to be placed in this bracket of at least the first couple of pages. Most of the techniques that are used to promote sites in search engines deal with text. The way this text is written and structured throughout a page is very important – a bit like creating paragraphs and punctuation in an unformatted text document.
Although SEO helps to increase the traffic to one’s site, SEO is not advertising. Of course, you can be included in paid search results for given keywords but basically the idea behind the SEO techniques is to get top placement because your site is relevant to a particular search term, not because you pay.
SEO can be a 30 minute job or a permanent activity. Sometimes it is enough to do some generic SEO in order to get high in search engines – for instance, if you are a leader for rare keywords, then you do not have a lot to do in order to get decent placement. But in most cases, if you really want to be at the top, you need to pay special attention to SEO and devote significant amounts of time and effort to it.
PPC Advertising is a method in which you display an online advertisement with keywords. Every time someone searches those keywords they will see your ad. Every time they click on your advertisement you get charged what the bidding rate is at that time. The bidding rate is dependent on the popularity and value of the keyword choice. PPC is a way to get your website ranked very quickly – a bit of a turbo boost!
The value of PPC is that you can see exactly what you are spending, where it has been spent and the subsequent impact on conversion and ultimately return on investment (ROI). Our clients expect to see a positive return. They can see exactly what is working, what is wasting them money and how much they are getting in return.
To summarize, we at Clear Creative believe it is best practice to create a good website with effective SEO techniques and supplement this with a targeted PPC campaign. Both ways you win as you can track the effectiveness of both via analytic reporting tools.
To discover what we can do to drive visitors to your website, get in touch with us today on 0161 762 3456.
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