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Pay-per-click or PPC is a means of internet marketing. Advertisers pay a fee each time someone clicks on one of their ads. It’s a strategy that buys visits to your site rather than earning that traffic organically. Search engine advertising is one of the most widely used forms of PPC. Advertisers are able to bid for ad placement within a search engine’s sponsored links for keywords related to the specific service. For example, if you bid on the keyword “furnace repair,” your HVAC company ad might show up in the very top spot on the Google results page. Every time the ad is clicked, a potential client is directed to your website and you pay the search engine a small fee. The fee is typically minimal and the traffic is worth more than the payment. The idea is that each visit is a potential sale of your product or services. Quite a bit is involved with building a successful PPC campaign. It requires researching and selecting the ideal keyword as well as organizing those keywords into proper campaigns and ad groups. PPC landing pages need to be optimized for conversions. Relevant and articulate pay-per-click campaigns are rewarded by search engines, paying less for ad clicks. When the ad is satisfying and useful, Google charges less per click, resulting in higher profit margins. In other words, it’s not enough to use PPC, you need to do it properly to get the most out of it. To manage an effective PPC campaign, you might want to enlist the help of knowledgeable professionals. SEO agencies and consultants are in the business of maximizing the results. 

Paid advertising, social media and other online platforms successfully prompt website traffic. However the majority of online traffic is generated through search engines. Organic search results blanket more digital real estate, seem more legitimate to informed searches and earn more clicks than paid advertisements. SEO is one of the only online marketing opportunities that, when handled properly, can continue to supply dividends over time. If you create an intelligent piece of content that merits ranking for the right keywords, the traffic can steadily increase over time, unlike advertising that requires regular funding to drive traffic to your site. Search engines are steadily getting smarter but still need some assistance. Optimizing your site ensures better information reaching the search engines so that your content gets indexed and displayed properly within the search results. There is some debate over whether it’s wise to hire an SEO professional or agency. It’s possible to complete some basic SEO on your own. Since your expertise probably lies in other areas, it can be extremely helpful to take advantage of professional expertise. Like any growing industry, there’s lots and lots of agencies and consultants to choose from. While these companies may all provide SEO services, the quality varies. Understanding how to choose a worthwhile SEO company saves time and money.

Search Engine Optimization or SEO is a means of maximizing the quantity and quality of traffic to the website. It increases exposure to your brand through organic or non-paid search engine results. While SEO is centered around technology, it’s also about people. SEO needs to cater toward what people are searching for online. The answers and services they are looking for, the words they’re typing in and the style of content they find most appealing directly impact the success of an SEO campaign. The goal is to connect with people who are searching online for the services you provide. Once the client’s intent is identified, the next challenge is supplying results in a way search engine crawlers can find and understand. So what are search engines? They pour over billions of bits of content and consider thousands of factors to choose which content is most likely to satisfy your query. They work by finding and cataloguing the vast amount of content on the internet, including web pages, images, videos and etc. This process is known as crawling and indexing. They then order the information by how closely it matches the query and put it in order or ranking. The organic search results are those that come up through effective SEO. They are not paid advertising. The paid ads used to be easily identified. Today, search engine results pages or SERPs are filled with a lot more advertising and more dynamic organic results formats or Serp features than ever. Search engines make money from advertising. The priority is to solve queries within SERPs in the best possible way to get searchers to return and keep them on the SERPs longer.

Not too long ago, advertising was limited to advertisements in the newspaper and the yellow pages. While options for marketing a business were few, the process was much more simple. It wasn’t difficult to call up the local newspaper and work out the layout of an ad. You chose the size of the ad, the font and added your logo. You didn’t need to be technologically savvy to advertise your business. With the introduction of the internet, the marketing work has changed drastically. There’s also sorts of new terms to learn and managing an online presence is both necessary and a challenge. While online marketing is much more expensive, it provides much greater benefits. In this day and age, it’s just about impossible to run a successful and productive business without a website at the minimum. When potential clients look for a specific type of service, they typically start with Google. They type in keywords that narrow their search. For example, a homeowner having a problem with their furnace might type in heater repair. The goal is to have your business show up on the first page of the search results. Getting the client to click on the link to your website is the goal. Now you need an informative and visually pleasing website that encourages the client to browse your services and hopefully contact you. While a phone number used to be enough, people now expect the option of an online contact form. This means of communication is less personal but also quick, simple and efficient. The client avoids the back and forth of a conversation, potentially getting up on hold and taking up needless amounts of time. This is why an online marketing campaign could be great for your business.