Different strategies are employed for search engine optimisation and PPC campaigns.
With search engine optimisation a pragmatic approach must be taken to the results that can be achieved for the optimised site.
We use Google PageRank as an indicator of the position that a site might attain through our search engine optimisation services.
If the top 10 results at Google for a selected keyword we use our keyword research to identify an alternative that meets our clients content.
It is better to be in a top ten ranking for a search term that has a popularity of 1,000 searches per month than on page 2 or 3 of the results for a search term having 100,000 searches a month.
Our experience tell us that searchers rarely click below the fold (i.e. on the screen without scrolling) never mind moving through the results to the second or third page.
We offer a professional keyword research service to identify practical keywords for our clients to target and improve their search engine rankings. If you would like more details then contact ABT.
A pay per click strategy is completely different from your search engine optimisation strategy. With PPC the limitations are on the amount of advertising you can afford.
We use the following PPC advertising networks:
Each has its advantages and disadvantages which we will discuss in further articles. However the using a range of PPC search engines gives a wide coverage of the site.
Where with SEO you need to take a pragmatic approach to the keywords you optimise for, with PPC you must view the bids and determine the appropriate levels of costs for your budget.
Large companies with large budgets will pay up to £5 per click as Google and Overture, this can be a little expensive for smaller businesses like ours.
However researching the cost per click and the popularity of keywords can bring you significant traffic at lower costs.
We will discuss this further in later articles when we plan and detail our PPC strategy.
Barry Tedstone - ABT Permanent Link |
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