+ SEO Landscape

- SEO Landscape

The Current SEO Landscape

In order to prosper, one main goal of any Internet enterprise is letting the online community know about a product or service being provided. Unlike the traditional brick-and-mortar business, it's not possible to post a huge and colorful sign that points the way. So, the trick is to bring potential customers right to the virtual doorstep. To be successful, it's necessary to understand the current SEO landscape.

Not Rocket Science

Although search engine optimization is not rocket science, many fledgling Internet entrepreneurs are intimidated by the prospect growing a solid client base. In fact, they have no idea how to entice the virtual public to their product or service. After months on the Web, visitations haven't grown and any potential profit seems impossible.
Many businesses fold before being given an opportunity to grow. If only they knew how the current SEO landscape works, and the professionals waiting to make them successful, they might still be in business today.

Why every Online Business Needs SEO

When starting any online venture, it's important to understand why every business needs to be concerned about SEO. Probably the first question is: How does search engine optimization bring me customers?
Basically, the Internet lives and dies at the virtual hands of search engines. If Google, Yahoo, MSN, or any of the other search engines pick up on a new site, it's a huge step in the right direction. But, they have to find it first, and this is where SEO comes into play.
The idea is basically like putting a neon signs out in front of a traditional business. Implemented correctly, it's like going down the street with a bullhorn. It brings attention to the search engines and eventually the Internet community at large.

A Little Effort Please

Utilizing search engine optimization may not be rocket science, but it does take effort and time to get the word out. In a nutshell that's basically the whole idea behind search engine optimization; and a good SEO provider will have the means to show their clients how it works, and whether people are actually looking at the site. In fact, verifiable reports can prove their efforts are successfully driving traffic to your virtual doorstep.

Let's get Started

Search Engine Optimization does not work overnight. It's a process that takes time and talent. To begin, the expert will create a website that's rich in keywords chosen to promote a product or service. Then, it's time to let the search engines and the Internet public know the site's open for business. In the current SEO landscape, it's imperative to utilize every opportunity. For instance, social networking is where it's at today. Armed with the right keywords, the SEO expert will flood sites like FaceBook and Twitter with information about the business. In addition, they will utilize article marketing to provide informative articles posted on popular marketing sites. Although there will be not specific reference to the business, the topic of the article will leave the potential customer with the desire to learn more. So, a direct link to the virtual door is provided. The same principle is applied to blog entries and more.
In short, any business wanting to remain competitive in the Internet community should be very concerned with the current SEO landscape and how it works. It may not be rocket science, but it's about the only way to grow an online business.

+ ADWORDS Landscape

- ADWORDS Landscape

Is the Paid Search (PPC) Landscape going Downhill?

Traditional businesses depend on advertising to bring in new customers and keep the old ones coming back. The same can be said of online enterprises. Whether the door is virtual, or made of wood, it's necessary to entice people to enter, in order for them to purchase the product or service provided. As online ventures continue to increase, so do the methods of getting the word out to the Internet public. Unfortunately, some business people are more concerned about padding their bottom line than giving the client an honest return on their advertising investment. The question is: Is the paid search (PPC) landscape going downhill?

The Basics of PPC

In order to answer the question concerning the search landscape, a basic understanding of pay-per-click advertising is required. First, select a preferred search engine and type in anything of interest. For example, try "gloss interior paint". Depending on the engine, the search will yield almost 14 million hits in the blink of an eye.
So, how is a customer supposed to decide which one of those hits deserves their hard earned dollar? Oftentimes, the answer is the result of PPC advertising.
Now, look to the right. See the ads in the margin. Sometimes, an ad receives highlighted premium position at the top of the page. The businesses represented paid for that positioning, when "gloss interior paint" is entered by a potential customer.
In fact, the more specific the keyword terms, the more likely that the consumer will click on an ad, visit the site, and become a paying customer. So, it's very important to pick the terms most likely to bring in the profits.
Deciding on the best keyword terms for a business can be the trickiest part of PPC advertising. Chances are good that the best keywords used have already been purchased by an Internet competitor. So, it's important to find a good provider, with the expertise necessary, to get the best return on PPC investment.

The ROI of PPC

What? Hold the acronyms! In simple terms, how much will it cost to receive the services needed to tilt the paid services (PPC) landscape in the direction of a business, and achieve an adequate return on the advertising investment? Well, the answer depends on the provider. The business may charge:

  • Per Click
  • A Set Fee
  • Percentage of Sales
  • Percentage of Spend

Pay-per-Click fees are often determined by the keywords used in the advertisements. It generally ranges between 1-5 cents per click, depending on the keyword ranking. Therefore, the monthly advertising costs might fluctuate, making it hard to plan a budget.
Some businesses charge a set fee to provide their services for optimal advertising. When the kitty is empty, it's up to the business owner to determine whether their services are worth the investment. Then, simply pay the fee or move on to plan B. While it's great for keeping the advertising budget in check, the provider may be less than efficient or simply bill for more hours than necessary.
Still other PPC providers opt for a percentage of the sales that are attributed to their ad campaign. The general fee is between 10%-15% of the goods or services sold. However, determining what is directly attributed to the PPC provider's efforts and the other traffic can be difficult.
Finally, some companies will charge up to 25% on top of what the company is spending for their PPC ad campaign. Unfortunately, if the PPC provider also determines the money allocated to advertising, their focus is likely to be on spending more money, rather than the quality of their services.
Now comes the realization that the paid search (PPC) landscape may be tilted in the wrong direction. Not all pay-per-click providers are created equal. Without understanding the terms of a contract, some businesses may pay a lot more for advertising than they can afford; or, they don't get an adequate return of business for that investment.
However, a good PPC provider, with a great plan, will make sure that the paid search (PPC) landscape is greener-with profits.