What is SEO?

In my last post I wrote ‘What is PPC?’, now I’ll look at SEO. If you’ve ever wondered what these three little letters mean all will be revealed!

So, what is SEO? SEO stands for Search Engine Optimization. In English, it’s the process in which websites increase the number of visitors to there website by appearing in the search results on a search engine. It is also known as Organic search or Natural Search.

How does it work?

Unlike Pay-pay-click (PPC), SEO is completely free for businesses to advertise on the search engines and appear in the search results. Search engines have a set of criteria which determines where a page or website should rank in the results. The process in which websites dedicate to improving search positions is called Search Engine Marketing.

It’s estimated that approximately 70% of clicks on ads on SERP’s (search engine results page) come from natural listings so if your website isn’t ranking on the major search engines then you’re missing out on a lot of traffic (and therefore sales/leads/new users)

Common SEO Terms

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What An Earth is PPC?!

PPC – that’s something about paper clips isn’t it?! Well, according to my mum it is… but really it stands for pay-per-click (My mum had thought I’d been talking about paper clips every time I talked about pay-per-click to her!). Pay-per-click (PPC) is paid search marketing in which companies pay to receive traffic to their websites via search engines.

So How Does it Work?

You pick keywords that you want your ads to appear under then they will show on the Search Engine Results Page (SERP). Paid search ads on Google are shown directly under the search box and in the column on the right hand side.

PPC Search Results

In Google Adwords (or other search engine paid search interfaces) you set a maximum cost you’d like to pay for each click from a keyword, then the keywords are organized into ad groups with similar keywords which make up campaigns. You set a daily budget for each campaign.

For each ad group you write ads, which will show when someone searches for a keyword. With these ads you can select where and when you want these ads to be shown.

Some Common PPC Terms

  • Google Adwords – The most common and most used platform for paid search marketing.
  • Impressions – Every time your ad appears, it’s counted as one impression
  • Clicks – A visit to your website from a click on an ad.
  • Click Through Rate (CTR) – Clicks divided by the number of impressions
  • Cost Per Click (CPC) – The maximum you’ll pay for one click onto your website
  • Conversion – A conversion is when someone completes an action on your website as a result of clicking on your ad.
  • Quality Score – A rating of between 1-10 that Google give to measure how relevant a keyword, ad and landing page are. A higher quality score means your ad and landing page are relevant to what the user is searching for, which leads to lower prices and a higher ad position
  • Ad Position – The position your ad is shown on search engine results page (SERP). A position of 1 shows your ad at the top of the first page.
  • Ad Group – PPC campaigns are organized using ad groups, which are a collection of similar keywords. One ad group consists of one or more keywords, ads, bids and targeting settings.
  • Campaign – A group of ad groups make up a campaign. Campaigns share a budget, targeting and other settings.
  • Destination URL – The URL address that visitors reach after clicking on your ads.
  • Display URL – The URL that is shown on your ad. It is generally a shorter version of the URL. Such as http://www.letsgetsearchical.com/PPC There is a 35 character limit.

So that’s PPC in a nutshell, next I’ll be writing a step-by-step beginners guide to PPC for any newbies out there and also a ‘What is SEO’ blog. So keep tuned!

As always feel free to leave a comment below with your thoughts 🙂

What University Doesn’t Teach You About Digital Marketing

I’ve been reading a lot of blogs recently from university students doing Digital Marketing courses/modules, while I think it’s great to do a relevant course (and let’s face it’s a lot more interesting than some), it’s only really a good starting point.

Don’t get me wrong, I’m sure these courses teach you the basics about digital marketing and strategy, but I dont think its really a subject that can be taught. 3/4 years experience over a degree should be worth so much more in the industry. Here’s what university doesn’t teach you about digital marketing:

How to Cope With Client Demands & Questions

Why did my PPC campaign overspend? Why have we moved from page 1 to page 2 in natural rankings? How quickly can you get xx done? How can you get me exposure on Facebook tomorrow? These are the types of questions you could be asked by your client (or managers) and you’ve got to be able to think quickly to give answers they want to hear! University can’t teach you to do this; experience does!

How to Juggle Your Time/Priorities

While to some extent going to university will teach you how to prioritise and manage your time to meet deadlines, it’s a whole a different ball game when you start to do it in business. When you’ve got countless number of tasks to do for various clients, this is where prioritising and time management creates a whole new meaning!

How a Panda or Penguin Can Screw You Over

Another thing that I’m sure they don’t teach you at university is how Google’s algorithm updates can affect you. With regular changes with differing affects, it’s hard to keep on top of it let alone trying to update a syllabus around it! But these sort of updates by search engines have a huge impact on businesses SEO rankings so it’s definitely something everyone in digital marketing should be aware of.

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