Back in the day, advertising and marketing was pretty cut and dried. We had big black hard wired home phones that sat next to (or on top of) a big fat yellow phone book. A small business would place a yellow page ad, do a little drive-time radio, maybe the weekend newspaper, and life was good.
Today? Not so much. Phone Book advertising hit their peak in the early 90’s and
have been hemorrhaging cash, because many communities are banning them. Radio is going satellite and streaming. Norway has already announced all their FM stations are closing for good in 18 months. And Newspapers? US newsprint publishing is on the verge of extinction.
So maybe you have gotten an email about Adwords or Bing Ads. Or maybe you have thought “Maybe it is time to dust off my website, and do something to compete” in the digital marketing landscape. Well…here’s a basic guide that might clear up advertising and marketing in the digital age.
SEO or SEM or PPC….
First up…a glossary.
- SEO – Search Engine Optimization
- SEM – Search Engine Management (on-going SEO and paid ads)
- SERP – Search Engine Results Page(s) sometimes referred to as “Organic Listings”
- PPC – Pay Per Click (AdWords) Sometimes referred to as “Paid Listings”
- SM – Social Media (Facebook, LinkedIn, Pinterest…)
- SMM – Social Media Management (professional SM posts with extensive SEO)
What do they all have in common? Digital Marketing tools in 2015. Why should you give a hoot? Your competitors are.
Do one or do both, just not one without the other
When your potential customer uses their computer or mobile device, more likely than not, they visit the Google search engine, and then enter keywords or phrases for a product or service they’re looking for. Google then returns a set of results in the form of both organic links and paid listings via SERP. Paid ads are identified by Google and Bing as “AD”s and typically line up on the right of the organic listings, as well as a couple ads positioned on top of the organic listings.
This presents two primary tactics: SEO for the organic listings and SEM for the PPC paid listings (advertising on the SERP). Doing both is ideal, but getting your basic organic SEO is the priority, because without updated web presence, PPC can be a failure. In fact, 85% of retailers said search marketing, including both (PPC) and organic (SEO), was the most effective customer acquisition tactic. Which isn’t surprising, a study late last year showed over 80% of your potential customers first acquire information before a purchase on an internet search!
SEO for organic search result pages (SERP) that appears for any given keyword or phrase query is very important. These are the most relevant results for that query as determined by Google’s algorithm.
If you want your website and other page representations like social media pages, local listings, and news/updates, calendar events or even your blog to appear in these organic listings, that’s where SEO comes into play. With SEO, the organic results build slowly over time, it’s not a sprint like PPC, but a marathon.
Organic SEO can work wonders. Obviously if someone knows your exact business name and types that correctly into Google, you should appear. But what if they type in a particular product you carry or a service you provide? That’s where organic SEO (local and global) can help. This can take weeks or even months, but if it’s in process, the next logical step is PPC.
Pay-Per-Click is ultra-fast. Once you set up a campaign, Google can start to show searchers your ads that day when they are relevant to a keyword search. In addition, you have complete control over the message searchers see when they find your ad, which then drives traffic directly to your website. Plus, the reporting and tracking is unmatchable in the world of advertising. For these reasons and more, PPC is a no-brainer for many businesses. But if your 2015 PPC campaign directs users to a circa 2012 webpage…that can be a problem.
In 2015, a static webpage from even just a few years ago, does not work today. There are a variety of SEO tactics on and off your website to boost your presence on Google, Bing and Yahoo. The basics include:
- A mobile-friendly website
- Relevant, authoritative content
- Frequent and consistent updates – Calendars, Events, News/Updates/Blogs
- Optimized local such as Google Business and Google Maps
- Optimized and frequently updated social media presence.
In 2015, keep this thought in mind. It’s no longer working for a business to make occasional, random posts to Facebook or any other Social Media Platform. Doing this is the 2015 is pretty much a waste of time and effort if it’s not professionally optimized for organic search listings via keywords, tags, meta descriptions, URL titles and 18 other SEO actions for every post; text, images, video, PDF’s...
Because the goal is to take full advantage of the power of “Universal Search”, and have that post appear in the organic search engine results pages, sometimes pushing your competitors webpages down, or even off the page for a given search term.
TABB knows every dollar counts as a small business. And as a Google Partner in Adwords, we like Pay Per Click. It works. It’s fully track-able. It’s adjustable on the fly. It gets results. But before you consider any form of internet advertising, if the basics aren’t there, it’s not going to work as well as it could. Keep that in mind if you get a call about PPC advertising.
TABB focuses on small and mid-sized commercial entities web presence and internet marketing with affordable monthly plans. For a free consultation, call us toll free at (844) TRY-TABB.