Search Engine Optimisation & Pay Per Click Advertising
Under this single term you can find three distinct strands that can unite to promote your website and provide valuable insights into which sections of your websites work best.
SEO
Search Engine Optimisation (SEO) are the techniques used to help your website rank highly with search engines such as Google and Bing. The sites that rank highly do not get there by chance. Search Engines use a number of factors to decide where your site will rank for a particular keyword (a keyword is the search term a user will type into a search engine). Michael Walmsley can help you reach the top of Google for agreed keywords.
Optimisation takes the form of both on and off page activities. On page activities include making sure that your page uses the correct tags and that you have the right type of content. Off page activities include building the number of inbound links a site has.
Search Engine Optimisation is best achieved when a website is being built but it can also be applied to an established website that is underperforming.
Analytics
Analytics packages such as Google Analytics allow website owners insights into which pages of their sites are working and, just as importantly, which pages are not. Careful analysis of your websites data will allow you to focus your efforts where they are most needed helping you to maximise the efficiency of your website.
Michael Walmsley can help you to use analytics to identify what factors are affecting the customer journey within your website and give recommendations on how to improve the overall performance of your website.
Pay Per Click Advertising
Pay Per Click (PPC) advertising is a method of advertising used on sites such as Google and Facebook. They are the small ads that can be found on the right of the page on both Google and Facebook. Additionally there can be ads above the organic search results on a Google search engine result page (SERP).
With Google the essence of this type of advertising is that you bid for your ad to appear on a page when a user enters a particular search term, such as “cash and carry Blackburn”. When a user searches for this term your keyword your ad will appear. It is not the case that your ad will rank more highly if you bid more per click than other bidders. Google ranks ads by quality, this means that the ads that rank most highly are the ones that are clicked upon the most and generate the most revenue for Google, you can think of it in these simple terms:
Cost Per Click X Number of Clicks = Position
Facebook allows you to target users of the social networking site along various criteria such as age, location, interests. For example if you operate a ladies fashion outlet in Blackburn then you might want your ad to appear to females, aged 18-25, who live within 10 miles of Blackburn.
If you do decide to use PPC advertising you also need to consider the structure of your ad. You have only a small number of characters to get your message across. Generally the best performing ads include the keyword in the title and a call to action.
Michael Walmsley has worked with a number of clients on Pay Per Click campaigns and can help you set up your account, decide which keywords you are best targeting, structure your ad and analyse the performance of the campaign.
These three disciplines are all very closely linked and to get the most out of your campaign your business will benefit from using a marketeer with direct experience of the planning and execution of Pay Per Click campaigns. To find out more call Michael on 0800 779 7829.
