Many clients and prospects often come to us with questions regarding the basics of SEO, PPC, and reputation management for their line of business. Digital marketing is still a new field and for many of our clients, and often they are not exposed to resources to understand the different areas of our industry. It’s important to us that our clients understand our line of services and how it benefits their business.
If you don’t know the difference between SEO and PPC, don’t fret! We’ve come to the rescue! Since we often receive a lot of the same questions, we thought it would be helpful to put together process documents regarding the top questions we receive. These documents are designed to give you better insights on our approach to digital marketing.
Digital Marketing Basics
Search Engine Marketing, SEM, consists of an umbrella of activities generating visibility in search engine result pages (SERPs) through paid placement, contextual advertising and paid inclusion. Pay-per-click (PPC) and search engine optimization (SEO) are the two components of search engine marketing.
What is SEO?
This document provides the basics of Search Engine Optimization, also known as SEO. This is the process of increasing website visibility or ranking visibility in a search engine’s “organic” search results.
Download this document if you’re looking to understand search engine optimization basics, the difference between SEO and PPC, the overall benefits of SEO, and the key optimization components of any website.
Some initial benefits to SEO are reach, long tail return, and cost. Reach allows you to gain relevant traffic without having to pay for ads and in the long term return of SEO will help position your site to rank for high value keywords and visibility. Unlike PPC, keyword ranking is earned; and there is no cost associated with user clicks to your website.
Lastly, we cover the core key terms of SEO so you can sound like a pro when discussing with your fellow peers.
What is PPC?
Pay-per-click (PPC) advertising is the paid ads displayed at the top and far right of search engines, such as Google, Yahoo, and Bing. Advertisers only pay when a user actually clicks on the ad, and ads are only triggered when a user searches for a particular word, or keyword phrase, that is pre-selected by the advertiser.
There are several benefits of PPC including reach, targeting, cost, flexibility, tracking, and transparency. PPC allows you to rank first in searches instantly, rather than SEO which can take longer.
Next, we will cover our PPC strategy, since this is a topic we communicate regularly to our clients and prospects. We have included an FAQ section which covers the top three questions we receive on a daily basis, such as
- “Why isn’t my ad showing?”
- “Why can’t my ad always be on the top or the #1 listing every time?” and
- “Why can’t I have the exact wording I want in my ads?”.
There are a number of reasons why you may experience some of these questions and we cover all of the details.
The final components that are included is a glossary of PPC terms and the top things not to do as a PPC client.
What is Reputation Management?
Our final document covers online reputation management. In today’s digital world, your online reputation is a major component to online businesses.. After all, consumers want to be able to trust the company or brand. Research has shown that consumers are more concerned with the brand reliability than price. The average consumer today will research online before making a purchase. This means that your online reputation is more important than ever and is only a click away.
We put together the major components to help you manage your online reputation. The first is to claim all possible listing, including web properties, and owning your search results pages (SERP). Next, create your own channels of communication, which can include social media pages and using tools such as Google alerts. You will also want to seek to understand your clients and learn the best ways how to respond to good and bad reviews. Most importantly, learn how to not be your own worst enemy.
As a company, you always want to be professional, relevant, and add value to your consumers. These steps we have created will help you stay ahead of the curve online and continue to be relevant. As Publilius Syrus once stated, “A good reputation is more valuable than money”.
Online marketing is new for most and it can be overwhelming grasping all of the elements, so we hope you find these guides useful and informative. For experts in digital marketing and managing your online reputation, contact Forthea today.