Everyone wants to increase their Web Traffic, after all the more people that see your website, more brand recognition, and best of all, if your site is built to capitalize, more sales. The internet is a large black hole of websites and it has become easier and easier for your site to “disappear” into the internet.
There have been many different approaches to increase your presence on the web but we now pretty much settle on two common approaches to increasing website traffic and the both stem from increasing your Search Engine Positioning. The two Search Engine Marketing (SEM) models are Organic or Organic with a price – Pay-Per-Click (PPC) also know as Keyword Search.
ORGANIC
Organic SEO (Search Engine Optimization) is the process of optimizing a website by modifying it’s design, technology, content, or structure in an effort to make that site rank higher with a particular search keyword and category. This is a multi-step process that includes identifying keywords for your site, optimizing the individual pages for the search engines, and building the external profile to your site to link to.
We emphasize, organic SEO takes time and maintenance. Rich Media content will drive faster results as the king of search engines, Google loves rich media content. The time to build up a site’s internal and external profile and find other sites to link to help’s building the site’s external profile.
The typical steps to launch an optimizing site with an organic SEO:
- Business Assessment
- Keyword “Brainstorming”
- Keyword Analysis
- Keyword Selection
- Matching Search Terms to Content (internal profile)
- SEO Copywriting or revising of site content (internal profile)
- Crawlability and Site Navigation (internal profile)
- Optimizing Web Pages (internal profile)
- Link Building (external profile)
- Submitting (external profile)
- Management
The advantage is it is free, also a disadvantage as a business owner does not usually have the staff or knowledge to support the optimization, so free is a relative word, maybe free once the site is optimized but will still need to be maintained.
The disadvantage is it takes more time than PPC and there is no guarantees your website will move up in the search engine ranking, and if it does how do you keep it there.
PPC
So we come to another option, Pay-Per-Click (PPC), a performance based optimization. It is fundamentally quite different than organic optimization. It starts out the same (with keyword analysis) but involves spending money for eye balls, paying for your position on a search engine (Google and Bing). You only pay for each click (if only was such a small word) and the beauty of it is your account is automatically subtracted. There also bidding wars for certain terms that are highly searched.
PPC offers one thing that everybody likes; instant recognition. The downside to PPC is that it costs money and that cost is directly proportional to the amount of traffic you see coming to your site. This is an easy way to increase traffic but not necessarily a qualified or quantified way to gauge traffic.
Here are the steps that a typical PPC campaign includes:
- Business Assessment
- Keyword Selection
- Developing a Budget
- Develop Landing Pages
- Develop Ad Copy and Headlines
- Establish Keyword Bids
- Management
We know the advantages, instant recognition, easy to monitor, can be very effective if you are selling a product with a high profit margin. The obvious disadvantage is the costs, monitoring and managing is critical, and in the long run is not as cost effective as organic.
Content Media’s “ORGANIC” marketing
The Organic option, a blend between Organic and PPC. We believe that a well constructed, technology based website will deliver the best organic solution. The website needs lots of rich media elements not only to increase your SEO but also to engage your visitor, consumer or business. The PPC part of the solution keeps you top of mind, gives you brand position in a category and for the most part keeps you honest with search results.
The typical steps to launch an organic/PPC blend campaign are:
- Business Assessment
- Website Marketing Assessment
- Keyword “Brainstorming”
- Keyword Analysis
- Keyword Selection
- Matching Search Terms to Content (internal profile)
- SEO Copywriting or revising of site content (internal profile)
- Crawlability and Site Navigation (internal profile)
- Creative development and implementation of Rich Media
- Optimizing Web Pages (internal profile)
- Link Building (external profile)
- Submitting (external profile)
- Developing a Budget
- Develop Landing Pages
- Develop Creative Words
- Establish Keyword Bids
- Overall Management
- Develop/Implement Social Marketing Channels
Tony Sasso
Tony Sasso is a recognized Brand/Direct Marketer with over 25 years of marketing experience and has spent the last 10 years learning about the internet and continues too. Content Media is PHI’s affiliate media company in Toronto. Content Media builds solutions that deliver results on the internet.
You can reach Tony through PHI or at tonysasso@bell.net or by phone at 416-671-4436.