Quality or Quantity? : How to get the most out of SEO and PPC

This weeks article draws from Chaffey et al. (2006) internet marketing and a paper by Ravi Sen (2005) in the International Journal of Electronic Commerce called  Optimal Search Engine Marketing Strategy,

Today we will be analysing what really is Search Engine Optimisation, paid search marketing, and digital analytics.

First up….

Let us get straight to the first question and that would be what exactly is SEO and how useful it is in todays day and age. In basic terms, to improve its exposure for related searches. This meaning the process of enhancing your web. The greater the visibility of search results on your pages, the more likely you are to attract prospective and current customers to your company, as well as attention. It is a an organic way to increase both quality and quantity of traffic to your website.

SEO IS A SCIENCE!

SEO is a science because it works according to statistically accurate and predictive mathematical rules of human behaviour. It firstly requires research in the same way that you water in a swimming pool to actually swim. Gathering this research from 3 key areas:

1. Google’s algorithm (understanding the inner workings and facts)
2. Your website’s audience ( their needs and wants)
3. Keywords (What and why people are searching)

Next up would be the numbers that drive critical functions of SEO. Examples would be having key words within the first 100 words of content in a page to maintain relevancy factor. Even the length of the URL should be 115 characters or lower for it to be optimal.

SEO IS AN ART!

The fact of the matter is that appreciation for creativity in work is a characteristic that is very human. Artistic elegance can not be broken down, like engineering methods, to its ‘components.’ There is no science to justify the allure of the compositions from famous artists such as Leonardo DaVinci or Vincent Van Gogh . It is not possible to analyse artistic things scientifically. The way consumers function on search engines from an SEO viewpoint is subjective and has to do with human psychology. Mercurial beings who have varying moods are humans. Such moods may depend on the time and can even have to do with what day of the week it is.

Have you decided what SEO really is?

Personally I feel that Search Engine Optimisation is a science and an art where one is not mutually identical to the other. SEO is an art and aspects of it require an appreciation of know-how in copywriting and marketing, which all seem to rely on the creativity/artsy side. SEO is a science and it deals with advanced algorithms for search engines, coding methods, etc. I guess we agree the SEOs do their job would definitely embody both of these aspects well.

NEXT UP......

Pay Per Click (PPC)

PPC stands for pay-per-click, an internet advertisement model in which any time one of their advertisements is clicked, advertisers pay a fee. Essentially, instead of seeking to “earn” such visits organically, it is a means of buying visits to the site. One of the most common categories of PPC is search engine ads.

There are various kinds of PPC advertising, but the paid search ad is one of the most prevalent styles. These advertisements occur when people use a search engine like Google to search for items online, particularly when they conduct commercial searches, which means they are searching for something to purchase. This may be anything from a smartphone search (someone searching on their phone for “Italian restaurants near me”) to a local service search (searching for a electrician or a gardener in their area) to someone shopping for a present (“Christmas gifts”) to a high-end item such as a luxury good. Pay-per-click advertisements are activated by all these searches. Your company’s appearance at the top of the search engine results page is the biggest advantage of paid search. Although the organic search approach will still be improved in an effort to rank in position 1 or position 0 with a featured snippet on the SERP, paid search will guarantee it. On phones, this is all the more significant, where a smaller screen means that there are increasing volumes of

And Lastly….

The method of processing digital data from multiple sources, such as blogs, smartphone apps, and others, is digital analytics. It provides the company with a straightforward view of how consumers or clients are behaving. Companies have an insight into the fields where they need change by data insights. Digital marketing analytics provide you with a way of evaluating your progress. You are able to track and observe which types of content performs well by using these tools, where you reach your target audience, which channels have the best engagement, and the journey your audience takes before converting to paying clients. You also gain access to a great deal of information with the right analytics tools before you develop products. For businesses, this has been an incredible advantage because they can ask their audience about the kinds of products and services they want and need. You have a ready-made market that you can create services to satisfy, instead of trying to find a market for something you’re selling. Knowing what the market wants greatly reduces the risk for businesses.