Search Engine Marketing – Organic, PPC, Local
Your familiarity with search engines is important if you are undertaking the marketing aspects of your company. Using a search engine is straightforward but optimizing a site can become more complex. First it starts with observation and then is followed with implementation. To get started first research the three most popular parts of a search engine. Then decide which one is in reach of your goals and budget. Here are three basic visual elements of a search engine.
When searching within Google and Bing occasionally you will see a map appear along with a few business listings. Google has what’s known as the 7-pack. It consists of seven businesses, a website address for each, phone number and quantity of reviews. Bing has a 5-pack which includes a phone number, address, and a link for directions and a corresponding website.
Google’s 7- Pack includes a web address, phone number along with quantity of reviews.
When searching Bing occasionally you will run into the Bing 5-pack.
Pay Per Click Listings
Pay Per Click (PPC) listings most frequently appear along the top and right-hand side of the search results. When using PPC you are pretty much guaranteed to get listed on search pages for a particular keyword phrase. Google and Bing both offer PPC and rates vary on the keywords used and competition. Rates can vary from a few cents to a couple dollars per click.
On Bing.com Pay Per Click advertisements show above the organic listings and along the right-hand side.
In the above two examples we discussed Local and Pay Per Click listings. Organic listings are more common and will appear every time you are searching. These listings display the Meta Title and Meta Description from your website. Google and Bing rank websites differently so your site’s organic ranking will vary. Every site is listed organically while the PPC and Local Listing include additional work and possible expenses. Your organic ranking is based on many factors (let’s stress the word many); the most popular being quality content and inbound links to your site.
Organic listings are the most popular and include a title and description.
Now that you have a better idea of Organic, PPC, and Local Listings you can decide which one your company desires to dominate. For example, searching for real estate and realtors will pull two different sets of results. On Google, when searching realtors you will get Local, PPC and organic. But when searching real estate you only have a choice between PPC and organic. So, find out what your clients are searching for, observe the competition, and then formulate a plan to accomplish your marketing goals.