It is an accepted truism that you have to have a digital footprint in order to capture the attention of potential customers. For the better part of the last 10 years, how your company’s website and other web presences ranked in search engine results has become a serious business. Optimizing one’s website has become a science that has seen large companies hire specific staff and dedicated growing percentages of their operating budget to search engine optimization efforts. The majority of those efforts have been fine tuning websites to climb the search engine results through organic search.
Organic search simply means building a website that will receive high search engine results based on what potential customers type into the search engine to find the products and services you offer. This is done by identifying these key words and terms that potential customers might use ensuring that the content on the website is rich in these words and terms. Additionally, through linking to other sites that are relevant to your business as well as the more recent explosion of social media presences to increase search results, companies have sought the optimal organic search engine results.
But in the last 10 years there has been a growing focus on paid search results or Pay-Per-Click (PPC) advertising. If you think you don’t know what PPC is you probably have seen it on a regular basis without really knowing what it was. If you do a search in Google, Bing or Yahoo you will notice that the top one to three results are in a shaded box that indicated they are ads. Additionally, on the right hand side of the search results you will see another group listed as ads. These are PPC advertisements that because they are paid for they appear at the top of the search results on each page, offering those who use this option heightened visibility. The concept is really quite simple. After setting up an account in the business services section of the search engines, you create an ad that you want to have pop-up in search results. You identify the key words and terms you are targeting (usually the same ones that are being used in the organic search efforts for your site) and you establish a budget you are looking to spend. Then you establish what you want to pay per click on your ad which is done through a bidding system similar to an auction. If your bid is the highest for a particular word your ad will who up at the top. Sound a bit confusing and overly detailed, right? Well it is not and when you have a team dedicated to both Organic and Paid SEO.
In a future blog post we will go into more detail on how PPC works and how it can help overall search engine results for your businesses web presence.