Search Engine Optimization (SEO), also known as Search Engine Marketing, is the process of adding content onto your website which has the potential to increase your website’s relevance to its users and search engines in general, in other words it helps your website to show up more frequently in organic searches. Essentially, this means that if someone searches for certain keywords, your website should show up higher than competitors who don’t do SEO. A recent article I read mentioned that Google was going to be taking steps against “doorway pages”, those web pages which allow you to skip the SEO process by not showing up at the top of the results page when a user searches for a keyword. This makes me very wary of those companies claiming to offer “organic SEO” services – it sounds suspicious doesn’t it?
However, some experts are claiming that this latest move by Google is actually good news for SEO firms and internet marketers alike. Let’s call this new measure Google’s new “Pay Per Click” (PPC) program. If you’re an SEO expert, you’ll no doubt have heard about these steps that Google is taking to prevent “doorway pages”. If you’re not a professional, you may not know what this all means for SEO work. Well, I’m about to explain a few things about PPC marketing and its impact on search engine optimization.
Before we delve into the implications of Google’s latest step, let’s have a quick chat about how most search marketing plans work. Usually, a company hires a search marketing consultant to develop a detailed marketing plan, which includes search engine optimization and choosing the right keywords. Once the marketing plan is finalised, the company sends out e-mails, sends brochures, puts up websites – anything to promote their brand – in an effort to attract interest. Usually the company expects visitors to make a specific action: click on a link to buy a product or service.
However over time, the search engine optimization plan falls apart.
The search engine optimization company starts to feel the strain as it has to constantly tweak its advertising tactics in an attempt to keep up with the ever-changing market. On top of that, the company keeps adding new keywords to advertise new services or products and the advertiser keeps putting up display ads. Eventually, the cycle breaks down and both parties realize they’ve been carrying out a lot of useless advertising.
Google’s latest step is to charge per click, which makes pay-per-click online marketing even more difficult. To make matters worse, Google is introducing two new programs that will severely limit the types of advertising that are displayed on Search Results Pages. This means that rather than paying Google for every ad placement, you will only pay when someone actually clicks on the ad and visits your website. That means that not only is search engine optimization less important now, but also, online marketing.
The good news, though, is that this new system is not likely to change much for existing SEO pros.
The most immediate benefit will be that you’ll need to produce more content and take care of keyword ranking issues. With these issues taken care of, you’ll be able to focus on generating more traffic and page views. As long as you remember what the ranking system is trying to tell you, though, you should be just fine. If you have plenty of fresh, relevant content to provide and you consistently produce quality content that is well written and informative, you’ll find that your page ranking will gradually rise thanks to steady keyword activity and your own consistent online marketing.
As long as you remember that Search Engine Optimization is vital to your online business’ success, though, things shouldn’t really come as a surprise. With the new Google updates, you can expect to continue receiving high organic rankings for your pages. The real test, however, will come when you begin to generate traffic with your pages and start seeing organic traffic moving into your paid advertisements and search ads. You may even start to see a surge in sales thanks to the increased sales conversions that will result from increased click-through rates for your Pay Per Click campaigns. Organic rankings and high search engine listings are a sure way to generate a healthy side income for those who truly understand how to optimize their websites and blogs for the search engines.
- The biggest change with Search Engine Optimization is that there is now a real chance that you can make money without paying for Pay-Per-Click advertising.
- This is possible thanks to the increased functionality of third party websites that allow PPC advertising.
- These sites can serve as publishers of content for your PPC ads, which means that they are already taking care of most of the technical stuff, meaning that you don’t have to hire any staff or worry about hiring any new employees, and they can do all of the work for you.
- Instead of investing your time in managing your PPC campaigns yourself, you can instead focus your attention on making more PPC ads, getting more exposure for your webpages and blogs, and increasing your customer base.