With the development of this system, the price is growing under the high level of competition. Many advertisers prefer to expand their activities, including increasing search engines and adding more keywords. The more advertisers are willing to pay for clicks, the higher the ranking for advertising, which leads to higher traffic.[15] PPC comes at a cost. The higher position is likely to cost $5 for a given keyword, and $4.50 for a third location. A third advertiser earns 10% less than the top advertiser, while reducing traffic by 50%.[15] The investors must consider their return on investment and then determine whether the increase in traffic is worth the increase.
Google is moving into more and more aggressively commercial spaces, like jobs, flights, products, all of these kinds of searches where previously there was opportunity and now there's a lot less. If you're Expedia or you're Travelocity or you're Hotels.com or you're Cheapflights and you see what's going on with flight and hotel searches in particular, Google is essentially saying, "No, no, no. Don't worry about clicking anything else. We've got the answers for you right here."
PPC (paid search marketing): PPC (pay per click) advertising involves paying to have search engines display your website offer in or alongside search results. For example, Google's Adwords program will display your ad at the top or right side of the search results page (placement depends on many factors including keywords and quality of ad). Google will also feed your ads to websites running its Adsense program. There are other types of PPC marketing, such as Facebook Ads. In PPC advertising, you pay each time someone clicks on your offer. Paid search differs from organize search in that you're paying to have your website or offer displayed higher in search results.

The benefits of organic reach is that you can publish posts for free. With the increasing flood of content published in newsfeeds in recent years, decent organic reach is getting harder and harder to achieve. However, there’s no need to be daunted if you don’t have a budget to spend – this predicament can allow you to get more creative and strategic with your ideas. Ensure you focus all of your Facebook marketing efforts on meeting the needs of your customers and try implementing a few ideas I’ve outlined below.
As a SEO analyst the fact that recent changes Google has made has made it hard for websites to rank scares me a bit but on a second thought I see a lot of opportunity here for growth. Because as SEO gets more challenging true meaningful strategies are now needed to optimize a site rather than just link building and basic on page. SEOrs really need to understand the nature of a client’s business, work on their buyer’s persona & understand their clients Goals. I am a big fan of Point #2 & #3 you highlighted under potential solutions. Local businesses (LB) really need to setup up and take full advantage of Google My Business (unfortunately I don’t see many LBs doing that). With point #1 i.e. demand generation, I am bit confused about how that strategy will unfold for small businesses. This would mean a lot more investment from their end on building their brand equity and brand awareness, but some businesses don’t really have that kind of funding. I mean yes, they can implement aggressive social media strategies and take advantage of GMB but that will still be very challenging I feel. Maybe a bit more information on how we can generate demand for small businesses be helpful!
Some ideas to keep your Facebook fans engaged include posting quality content, creating exciting competitions and sharing surveys that ask for their opinions. For example, you could create a survey and ask your fans what content they would like to read or what new products they would like to see in your new fashion line. Take your community’s advice on board and let them know when you’ve created their chosen item or have written that post they wanted. It’s also important to add images and/or video content to your posts to enhance the visual impact and help them stand out in your fans’ crowded newsfeed.

Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.
Those who communicate value, attract others who seek that value in that topic. Those who are in the know, have an edge over those who don’t know, and that’s valuable. It helps people get more of what they want and like, and reduce their risk and negative experiences. In business, it’s profitable to have more of the right information than your competitors ahead of time (as long as it’s done and used legally to avoid fines and reprimands like with insider trading). Having valuable information first means you can make moves and investments before competitors, to buy cheaper and/or sell higher.

The first is that you look at who are your current customers, who are your prospects, what groups are they in, and join those same groups if they’re relevant and not too title specific to a marketer or a different field that you’re not in. But really starting with the folks that you already are working with and using them to figure out which groups are most relevant. This is also especially important because I think it was about a year ago, LinkedIn now made all the groups private. So you can’t go in and look at what’s going on in the group. And it’s really hard to know which ones are the best ones to join just by doing simple searches on say the title of the group. So, start with the folks that you know.


With 88 million tech-reliant Millennials taking their places as decision makers in households and the workforce, crafting a strong online presence is more important than ever. According to the Harvard Business Review, Millennials will account for over 50% of the workforce by next year. Already, this demographic shift, in combination with rapidly developing technology, is drastically changing the way successful companies go to market. 
While you are updating your website’s copy, you’ll also want to implement changes in your HTML – specifically, in your H1 and H2 title tags, as well as your meta descriptions and URLs. You’ll want to put your most relevant keywords in these sections of your website HTML. Search engines take into account the words in these sections of your website’s HTML when listing out relevant webpages in a search result.
Many people know which search results are paid versus natural and often give precedence to natural search options. On the other hand, if your website shows up on later pages of the search results, you might have better luck using PPC to get seen. Because PPC costs money, you might consider using it for items that you sell, as opposed to promoting a free offer or your blog. With that said, many people have successfully used PPC marketing to promote a free lead magnet.
Google claims their users click (organic) search results more often than ads, essentially rebutting the research cited above. A 2012 Google study found that 81% of ad impressions and 66% of ad clicks happen when there is no associated organic search result on the first page.[2] Research has shown that searchers may have a bias against ads, unless the ads are relevant to the searcher's need or intent [3]
×