SEO jargon buster & myths
What is PPC?
There are two ways of getting your site riding high in search engine results. One is organic SEO. The other is by paying for internet advertising (e.g., Google Adwords is the best known). Your site then appears in the advertising links.
Pay-per-click (PPC) is sort of what it says on the tin: your business pays to advertise your site in a search engine—or on another website. Every time someone clicks on that advertisement/link, your business has to pay. Normal policy is for you to set a daily/weekly/monthly cap on your spend.
You’ve explained SEO, but what is SEM?
Some people have the idea they are the same. They aren’t. SEO (Search Engine Optimisation) is all about obtaining organic results. Search Engine Marketing (SEM) is a broader term in that it combines organic SEO with PPC (pay-per-click) and other techniques.
SEO = Organically enhanced ranking
SEM = Organically enhanced ranking + PPC-enhanced ranking + various other techniques
I’m not clear about keywords
Keywords are simply the words (also “search terms”) people use to find things online. Say you’re looking for a Swedish…no, let’s not go there. Say you fancy treating your partner to a romantic weekend break in Paris. You might key in “romantic breaks”, “Paris breaks”, “weekend breaks Paris” and various permutations. Those are “keywords”, and your site needs to include the keywords used by people looking in your industry or service sector.
It is important to understand your market: what search terms will your target audience use to look for the services or product you offer? Invest time researching this (for example with Google Adword’s Keyword Planner).Your ideal selection of keywords should strike a balance between the ones used by everyone looking for your product (which means high volume and a lot of competition) and others which are less popular, more specific to you, and therefore have less competition. A tip we offer people when researching keywords is to speak to friends, family—even trusted clients—to investigate search terms they might use. You might be surprised!
Two key SEO myths
1. True: SEO plays a huge part in making your site visible to search engines and thereby attracting visitors.
False: Those visitors will automatically convert to sales.
Converting visitors to customers depends on the quality of your website, and how easy you make it for them to do business with you. You might like to take a look at our e-commerce page [link], to see if we can help you make those conversions.
2. I can get my site ranked no.1 overnight!
Don’t be fooled. Just, conceivably, by a fluke, after shelling out a fortune on PCC, your site might, just might, be Top of the Pops.
Otherwise, dream on. It is extremely unlikely that your site would organically be positioned high in the rankings in such a short time. It can take weeks, months or even years to get sites ranking well in search engines. So much depends on your site content and how much effort your competitors put in to staying high.
The competition is tough. But so are we. If we manage to get you to no.1, we will need to work hard to keep you there. But we enjoy that kind of work.
Want to know more about what SEO can do for you? We’re always happy to chat. Call us on 01884 308091.