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If you have been reading up on online marketing, chances are there are a few key words you have seen over and over. Words like pay-per-click, AdWords, SEO, and organic search. Chances are, like I once was, you are left scratching your head wondering what these words mean. Why do I need them and how do they work?
As Blue Corona’s newest account manager, I’ve been busy with training. This training has taught me all the acronym-heavy online marketing lingo and benefits, and I’m here to pass the knowledge along to you.
Search Engine Optimization (SEO)
What Is SEO?
Search engine optimization (SEO) is the act of optimizing your website in an effort to achieve the best possible ranking in organic search results.
Top organic search listings appear first because they are highly relevant to your search and Google recognizes the website as the authority. Advertisers cannot pay to place their site higher in organic results.
Why Invest in SEO?
If someone can’t find your company, chances are they aren’t calling to book an appointment.
Let’s say you own a plumbing company in D.C. Go to Google.com and type in a generic search like “plumber DC.” Start scrolling down the page. Do you see yourself on the first page? Do you see yourself at all?
Chances are, you rank for some common keywords related to your field but not all of them. The goal of an SEO campaign is to establish your website as the authority and ensure you rank for as many relatable keywords as possible.
How Does SEO Work?
When a user types a search query in the search bar, Google does an inventory of all of the webpages it has on file. It looks for the websites that have the most relevant information and presents those to the user.
In order for a page on your website to rank for a search term, it needs to be easily readable by Google, have relevant content and a good reputation. In order for SEO to work, you must optimize your website based on these key factors.
What Is Google AdWords?
Google AdWords (also known as pay-per-click) is a platform run by Google that allows companies to advertise their website in search results when a user searches for a specific keyword.
Advertisers “pay per click” on their advertisement. These ads show on the top of the search results page, as well as the side.
Why Invest in Google AdWords?
If you set up an AdWords account and set a substantial bid, you guarantee that your ad will show when a user searches for the specific keyword you choose. This can help give you more direct control over total traffic to your website.
AdWords can also be helpful for getting the word out about new services you have started or specials you are running!
How Does AdWords Work?
Advertisers pay per click on their advertisement. You set the rules. Choose a daily budget, the maximum amount you are willing to pay for a click on your advertisement, and the keywords you want your ad to show for.
Your budget and maximum bid decide where on the page you show and how often you show each day.
So which one should I buy into?
At Blue Corona, we look at online marketing the way we look at real estate.
When you own a home, you need to do day-to-day maintenance to take care of your house and protect your investment. Think of your website as a purchased house and SEO as the required maintenance. Whatever remodeling and maintenance is done on your website through SEO is yours to keep and helps protect your investment.
Investing in Google AdWords is like renting an awesome apartment in the heart of downtown. You can rent a prime location right where all the traffic is, but once your lease is over, it is gone.
My advice—find a happy medium.
Invest in SEO to help boost your organic rankings and improve your website, overall. Use Google AdWords to help boost traffic, get the word out about new specials and ensure your ad shows for those competitive keywords!
And if you need help with either, contact Blue Corona. We’ve got the tools, the time, the experience, and the expertise to be your one-stop-shop for all things online marketing related.
About The Author: Bailey is an Account Manager at Blue Corona. When she’s not managing client accounts, Bailey enjoys reading, Gamecock football and watching really bad TV.
View more blogs by Bailey Stoner