31. August 2011 13:19
Most people realize that Search Engine Optimization (SEO) is the absolute best way to drive traffic and potential new customers to your website, but most don’t realize that SEO really comes in two flavors: Organic & Pay Per Click (PPC).
According to Wikipedia, Organic SEO is the process of improving the visibiilty of a web site or web page in search engines via the “natural” or unpaid search results. There are numerous techniques that can be employed to increase your web site’s natural ranking. One of the most important methods is the inclusion of rich content containing relevant keywords or phrases. Google and other major search engines operate what is termed as a “Spider”, or automated program ,that “crawls” the internet looking for web sites. Once found, the spider indexes the content and ranks the page or web site accordingly. The more relevant your keywords or phrases, including their density, the better results you will have. Some other techniques that improve Organic SEO include; properly named page headers, alt text for your site’s images, and backlinks to your website from other reputable sites. The upside and obvious benefit of Organic SEO is that it does not require you to pay the search engine for your placement. One of the biggest challenges, however, is that there is often a tremendous amount of competition for keywords and phrases and gaining top page placement is often difficult.
Pay Per Click (PPC)
Pay Per Click is an Internet advertising model used to direct traffic to websites, where advertisers pay the hosting service when the ad is clicked. With search engines like Google, Bing, and Yahoo, you will bid on keyword phrases that are relevant to your target market. The price paid per keyword or phrase will depend largely on the popularity of the sought after search term. In addtion to bidding on keywords and phrases, you will also need to create an ad to grab web user’s attention. The more creative your ad, the more likely it will be clicked on. Unlike Organic SEO, which can take sometime months to get substantial results, once you have successfully bid and created your ad, it will start to appear immediately in the “Sponsored Links” areas of the search engine results page. Note that you will not be charged each time the ad appears (which is called an “impression”) but only when the ad is clicked and the user is directed to your web site.
Both of these SEO strategies are important to generating traffic to your web site. Which one you spend most of your energy on really depends on several variables, including audience, demographic, and purpose (ie. e-commerce, informational, etc.) of your site. For more information on SEO and how you can develop a comprehensive plan, give us a call and we'll be glad to introduce you to one of our SEO specialists on staff.