Google must be an integral part of any digital marketing plan. A professional SEO/SEM practitioner is trained and experienced in increasing your ranking and awareness on Google. Google searches can be broken down into two types of click traffic.
There are two types of click-traffic with Google, organic and paid. When you do a Google search you will have several ads at the top of the search page. Those are paid ads. Sites that come up underneath the ads are considered organic. Organic searches represent 60% of the leads generated by Google. SEO is a powerful tool in influencing and boosting organic search results. SEM (search engine marketing) is the discipline used to understand and manage paid ads on Google. There are more than 10 billion searches on Google every month. 78% of U.S. searchers are researching products and services. The numbers can’t be ignored. Having a strong game plan including organic and paid search results is the strong play.
Organic traffic prized for several reasons. Google manages the highest amount of traffic and they are the most trust source for people researching a purchase, service, or product. When your company is ranked in the top five organic keyword search results it means that you have valuable content for the searcher. As your content expands through various digital methods you will realize a payoff from Google.
It takes time to climb the ladder but the ROI is worth it. Results on the first page of a Google search receives 92% of all search traffic on Google. WebSpeak Media understands the game and the importance of solid content that provides value in regard to organic searches. We also realize that it takes a while for your optimized site to get indexed and start generating leads. Think of the time and patience it takes when you invest in the stock market only this is a 3-6 month process before you start seeing a return. There is not a stock market investor who wouldn’t accept that kind of turnaround. But if you want to boost things you can consider paid ads.
Paid ads are simply ads that businesses pay to raise their visibility faster than through organic search results. SEM (search engine marketing) is used to boost your website and get on the first page of the search results. Keywords are critical in the ads. AdWords are used to build/design ads and bid on placement. While Google posts it as an “Ad” most searchers disregard and click on it because it has the information or results they are looking for.
Paid ads will shorten your return timeline results. It’s faster than organic. At WebSpeak we look at every individual client and work within their goals, budget and desired results to present options that include both organic and paid strategies. Our SEM strategies use Google My Business, Google Analytics, and Google Search Console.
Google My Business is a way you can list your business that allows you to provide your company’s information to be shared by Google on diverse platforms. Google My Business (GMB) is an online listing for your business that includes your location, contact information, and website listing. It is a core part of local SEO. The difference between Google My Business and other directories is that it provides incredible details and information that can be output by Google into a diverse platform of important places that boost online visibility.
When you Google ‘tire stores’ a list of tire stores will pop up in your area. The tire dealers or service centers listed are the closest to you geographically. The top 3 will appear at the top of the page with a map marking each location and then the name, business hours and phone number along with the Google review information (stars) of each shop. You can click for directions, or go to their website. These listings are called a Local 3-Pack.
The Local 3-Pack shows up when Google determines the search intends for local information. Search phrases that contain a geographic reference such as a city name or zip code, the phrase “near me”, “nearby”, and services that are typically supplied by a local business, such as “donuts”, “dry cleaners” etc. This type of SEO ad can generate traffic faster than organic searches.
Google Analytics allows you to track the traffic/people on your website and make good decisions based on tangible metrics and data. If you run Google Ads you can track the clicks on your ad and see what action they took whether it was a purchase on your site, contacting your business or downloading an app. Being able to track activity helps you assess your ROI for your digital marketing efforts. You can choose exactly what type of data you want to track.
Tracking codes can be used to tag and track advertising, social, or any kind of campaign on any website or platform.
Google Search Console is a free tool from Google that helps you analyze and monitor your site’s appearance in Google search results. You can use it to find and fix technical errors, submit sitemaps/navigation, view backlinks, learn where people are coming from to your site using a mobile device or computer, and identify your most popular pages. You must be a site owner, webmaster, or authorized user.