If you have looked into digital marketing to any degree, you are probably familiar with the term Search Engine Optimization or SEO. According to Google’s Dictionary, SEO is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.” In other words, when a customer searches the web for products or services your company offers, you want your company to appear on page one or two of the search results. This is no easy task and Google changes the rules all the time making the task even more daunting. The goal of this post is to help our customers better understand SEO and the pros and cons of the primary strategies for going about it.
To understand SEO, it is important to take a look at the way Google renders the results. To the right is an actual Google search result for the phrase “Furnace Repair Noblesville”. Notice, the first four results rendered have the green “Ad” symbol just under the title and beside the website of the company. These are paid ads and represent the first strategy for SEO referred to as Pay Per Click (PPC) advertising. With this type of advertising you are charged every time someone clicks on your ad. Your company appears in the top ranking until the number of clicks you paid for each day are met and then your ad no longer appears in the ad sections on the top and bottom of the webpage.
The second set of listings in the box underneath the map are local search results. These are the results of companies located in the actual geographical area of the search. If a city was included in the search, then companies in and near that city will appear here. If a city name was not included in the search, then the result will be based on the geographical location of the person doing the search. For companies to rank high in these spots, they will need a strong organic SEO strategy and an address in or near the city. Organic SEO is the phrase used to describe processes to obtain a natural placement on organic search engine results pages.
Organic SEO and PPC are the two primary strategies for SEO. Both have pros and cons, but we feel that in the end, a combination of the two will yield the best result long term. Most of the companies we have worked with did little to know organic SEO prior to hiring us. Through the years, they had moved from one PPC company to the next. Each time hired a company they got good results, but all results were lost the second they stopped paying them. This is the largest con of PPC. With PPC, a company pays to have ads posted in top results, thus they show up in the top listing. As a pro, they get great results the second they start paying it. However, those results do little to effect organic SEO. If those ads are done right they can drive traffic to their website which helps some. However, all traffic stops when they stop buying the ads and they quickly fall in the search results organically.
An Organic SEO growth strategy will create better results on a long-term basis and those results will be maintained as long as the company continues to update its internet content. In addition, the results that come because of organic SEO are consistent. The website appears in a high rank in search results all the time. The ranking doesn’t come and go when Google chooses to advertise it. The main negative of Organic SEO is the fact that it takes time and hard work to build and it must be maintained. The website needs to be created according to Google Standards for optimal SEO and must be kept up to date and changed as Google’s policy and practices change. In addition, social media outlets and business listings need to be secured, updated and link back to the website.
Our training and experience has led us to the conclusion that an excellent SEO plan consists primarily of Organic SEO development with a little PPC very strategically implemented throughout the year. This allows for our customers to experience the consistent, long term results of organic SEO while benefiting from the target marketing and immediate results of PPC.
Unfortunately, most companies simply do not have the time to learn and implement an excellent SEO plan. This is where Deluge Marketing steps in. In this age of mega companies continually consolidating and buying out smaller businesses, we are passionate about helping family owned companies succeed. We want them to be able to compete with the big companies who spend hundreds of thousands of dollars each year on websites and PPC campaigns. Our team of excellently trained experts are prepared and eager to take on any task.