The stats tell the truth: the top ad spot gets about 2% of clicks (CTR) on average, whereas the top organic spot gets about 20 times that, 40%. Why? Because people trust it more. They trust the Google brand to deliver the most relevant results to their search query. Anyone paying for an ad might be perceived as just trying to hijack that process for a quick buck. It generally takes 3 months to earn the top organic spot with Google (there are exceptions to this), whereas it takes around 3 minutes to place an ad to get the top spot. Society values those who have earned their way to the top in any field, rather than bought their way.
The advantage of paid search is that you can have your website listed on the first pages in a prominent spot on Google and other search engines. However, showing up is only part of the process. You need to create an ad that not only leads to clicks, but to sales or whatever result you're looking for. If you don't know what you're doing, it's possible to write an ad that people are drawn to and click on, however, you don't make sales. Since you pay per click, and clicks can add up quickly, you can lose money.
Most organic sales (93 percent) take place through conventional and natural food supermarkets and chains, according to the Organic Trade Association (OTA). OTA estimates the remaining 7 percent of U.S. organic food sales occur through farmers' markets, foodservice, and marketing channels other than retail stores. One of the most striking differences between conventional and organic food marketing is the use of direct markets—Cornell University estimates that only about 1.6 percent of U.S. fresh produce sales are through direct sales. The number of farmers' markets in the United States has grown steadily from 1,755 markets in 1994, when USDA began to track them, to over 8,144 in 2013. Participating farmers are responding to heightened demand for locally grown organic product. A USDA survey of market managers. ERS research found that demand for organic products was strong or moderate in most of the farmers' markets surveyed around the country, and that managers felt more organic farmers were needed to meet consumer demand in many States. See the ERS report for more on this topic:
Student teams that demonstrate strong Google Ads knowledge, develop a thorough online marketing strategy, execute optimized Google Ads campaigns and provide a post-campaign analysis with future recommendations for their nonprofit partner will receive a personalized certificate from Google recognizing their academic achievement and social impact. Top performing teams also have the opportunity to submit their story to be featured in Google’s Social Impact Spotlight Series, as well as Hangout on Air with Googlers near and far.
Nice post. I was wondering if all this content of your strategy was been writien in blog of the site, or if you added to content in some other specific parts of the sites. I don't believe 100% in the strategy of reomoving links. If Google just penalize you taking into account your inbound likes, It would be so easy to attack your competitors just by buying dirty link packages targeting to their sites.

So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder.


A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[47] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[47] Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls, using the canonical link element[48] or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score.

There are also a few more similarities. All of these marketing methods are measurable to an extent never seen in any other media. Every click can be measured – where and when it came – and followed through to the conversion, the sale and the lifetime customer value.  This feedback loop creates optimization opportunities that can create huge incremental improvements in your SEM campaigns.
Make your content longer. Despite video marketing's rise seeming to point to consumers' desire for shorter content, that implication couldn’t be further from the truth. Google wants content that’s longer and more detailed. Studies have shown that this is what ranks higher in the search engines. Don’t artificially inflate your word count, though. You should hone in on topics that naturally require more words to write about.
At the end of the day, webmasters just need to know their sites: chances are your analytics tool is more like a person than a software package, and will classify traffic in irrational ways. I’ve stumbled across website traffic originating from diverse and confusing sources being classed as direct — often requiring a considerable amount of thought and exploration to work out what is happening.
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[46]

One of the things that can slow-bleed the traffic from your site is the quality (or lack thereof) of the content you publish on your site. Previous Google updates like Panda have already been released specifically to deal with the issue of low-quality content on websites. Long story short: Panda intended to stop sites with bad content from appearing in the search results.


So if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too.
The term “organic” refers to something having the characteristics of an organism. Although black hat SEO methods may boost a website’s search engine page rank in the short term, these methods could also get the site banned from the search engines altogether. However, it is more likely that readers will recognize the low quality of sites employing black hat SEO at the expense of the reader experience, which will reduce the site’s traffic and page rank over time.
Hi Lynn, WOW another well written and informative post. I only use PPC to make sure my copy converts, otherwise I use organic traffic only. I have printed off this post and will have by my computer, as another tool to read everyday to make sure I am keeping on track. You are 1 of 3 people I keep subscribed to, because you help, you keep me motivated, you tell it like it is. You give great content, which is a lesson for us all to remember, it is OK to drive traffic to your site, but if you do not have what the seeker wants, then they leave, giving you a horrendous bounce rate and no conversions.
Hi Chris, "Good content" means a couple of things - good for readers and good for Google. Good content for readers means that the content answers questions, provides value, offers solutions, and is engaging. You want to keep the reader on the page and on your website for as long as possible. To make good content for Google, you have to provide the search engine with a set of signals - e.g., keywords, backlinks, low bounce rates, etc... The idea is that if you make good content for readers (engaging, valuable, actionable, and informative), your content will get more engagement. When your content gets more engagement Google will see it as good content too and put it higher in the SERPs. Making "good content" is about striking that balance. Let us know if that answered your question!
PPC gives you the ability to fix your daily budget depending on how much you’re willing to spend. And since you can start off with a small amount, you don’t have to put a heavy investment at stake before testing the waters. Once you know a certain campaign is giving you a good return on investment, you can ramp up your budget and increase your ad spendings without worrying about incurring losses.

Nice post. I was wondering if all this content of your strategy was been writien in blog of the site, or if you added to content in some other specific parts of the sites. I don't believe 100% in the strategy of reomoving links. If Google just penalize you taking into account your inbound likes, It would be so easy to attack your competitors just by buying dirty link packages targeting to their sites.
In 2014, BrightEdge published research that showed that 51% of channel traffic came from organic search and that it was far and away the largest channel. In the intervening years there were significant search algorithm changes that dramatically altered the layout and ranking of the search engine results pages and saw an increase in the space taken by Local, Videos, Images, Ads, and Quick Answers.
As small businesses arise, they start to think of ways on how to compete with bigger brands. One way to do this is to go digital. As internet and high-tech gadgets are highly accessible, consumers are now just one click away. Given this, once you go into the web, there is a high chance that you will be able to capture the market you are trying to reach. To help you decide whether to seek help from a professional SEO consultant or go the easy way of pay-per-click (PPC) or maybe even have both, we have laid down some pros and cons of both SEO and PPC.
Thanks for the comment, I would not say it is impossible to create high quality backlinks from scratch without content, you just need to do a review on competitor backlinks and see if their are any easy targets. We have had some good luck in the education space acquiring links on the same pages as competitor from PR5+ edu sites. It all revolves around the outreach strategy in which you put in place.
Another way search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[31] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[32] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[31] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[31] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.
You can then use the Data Cube to uncover topics relevant to prospects later in the buyer’s journey, such as your brand versus a competitor or case studies illustrating the value you provide for customers. Since your organic search research will help you understand what people are interested in reading, your emails will be more targeted and helpful, boosting your success rates.
If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.
So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder.

If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.

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.

Let’s assume that your goal is customer acquisition. You know you’ve acquired a customer when you make a sale. So, you’d set up a sales conversion goal. To do that, click on “New Goal.” In the goal setup section, you can either select “template” or “custom.” Custom gives you more flexibility, so go with that option. Go on to the “goal description.” This is where you define your goal by naming it and selecting the type. For customer acquisition, you want to select “Destination.”
how is this good? What google is doing is atrocious. I’m not interested in what google decides is the right answer. I want to get to a website(s) and search for answers. When I look for a a local business I cannot even get to their website. There are no business phone numbers listed or hours of operations because small business do not have stafff or are not educated about latest google shanagans, time to change search engines.
Using this data can help you identify additional “buyer” keywords to target and what keywords to stop targeting. Keyword research, content marketing, and link building are things that you need to constantly be doing, even when you reach the top of the search rankings. Many businesses think that they can slow down these efforts once they reach the top, but easing up on your SEO strategy will see your competition take over the top position if you are not continually improving your search engine optimization effort.

A few links down and I've noticed that Brian has a link from WordPress.org. Not bad! Turns out that his content has been referenced within one of WordPress's codex posts. If I were to reach out and offer some additional insight, citing one of my articles, there's a chance I could bag a similar link, especially considering they have a 'Useful Resources' section.

At the retail level, the two top organic food sales categories, receive significant price premiums over conventionally grown products. ERS also analyzed organic prices for 18 fruits and 19 vegetables using 2005 data on produce purchases, and found that the organic premium as a share of the corresponding conventional price was less than 30 percent for over two-thirds of the items. The premium for only one item—blueberries—exceeded 100 percent. In contrast, in 2006, organic price premiums for a half-gallon container of milk ranged from 60 percent for private-label organic milk above branded conventional milk to 109 percent for branded organic milk above private-label conventional milk. See the ERS report for more on this topic:


Overall, these were ten of the key elements which assisted our client in reaching this growth in organic SEO traffic. I hope this guide/case study can assist webmaster's who have been targeted by recent updates over the last 12 months. If you want to learn more about these tactics or have any questions feel free to contact me via Twitter @ https://twitter.com/connections8 or leave a comment below!
Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
‘There’s really two core strategies I always recommend. The first is looking after prospecting in groups. This one is a big one because I think this is one of the single best ways for sales and marketing to drum up new business on LinkedIn. But the caveat is I’ve also seen this go horribly wrong. And without getting into too much detail, there’s a few recommendations I have to avoid some of those pitfalls.
Everyone wants to rank for those broad two or three word key phrases because they tend to have high search volumes. The problem with these broad key phrases is they are highly competitive. So competitive that you may not stand a chance of ranking for them unless you devote months of your time to it. Instead of spending your time going after something that may not even be attainable, go after the low-hanging fruit of long-tail key phrases.
Solid analysis on this tough topic Rand. It will definitely be interested to see what in-serp features Google continues to add to keep you on their site as opposed to clicking through to a website. I think SEOs need to take more consideration into branding and content marketing tactics in order to supplement potential lost organic traffic as time goes on.
To drive instant traffic to your website: Unlike organic social marketing, paid social ads instantly deliver results. The moment your ad goes live on social channels, you will get to see a large number of visitors on your web pages. Paid social ads are therefore ideal when you are planning to make a new announcement or if you are launching a new product/service for your brand.
The Featured Snippet section appearing inside the first page of Google is an incredibly important section to have your content placed within. I did a study of over 5,000 keywords where HubSpot.com ranked on page 1 and there was a Featured Snippet being displayed. What I found was that when HubSpot.com was ranking in the Featured Snippet, the average click-through rate to the website increased by over 114%.

Whether it may be on social media or your blog, it’s important to publish evergreen posts that do not contain an expiration date. These posts should be engaging and stand out for your readers to stay intrigued. If you’re having trouble of thinking about what to post, consider content that is educational and fun. Statistics show that users tend to share more positive posts than negative ones.
In 2007, U.S. advertisers spent US $24.6 billion on search engine marketing.[3] In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend.[4] As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[5] Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. As of October 2016, Google leads the global search engine market with a market share of 89.3%. Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3%, and Chinese search engine Baidu is fourth globally with a share of about 0.68%.[6]
Search engines reward you when sites link to yours – they assume that your site must be valuable and you’ll rank higher in search results. And the higher the “rank” of the sites that link to you, the more they count in your own ranking. You want links from popular industry authorities, recognized directories, and reputable companies and organizations.
Facebook Ads and other social media ad platforms, for example, are pay-per-click platforms that do not fall under the SEM category. Instead of showing your ads to people who are searching for similar content like search ads do, social media sites introduce your product to people who happen to be just browsing through their feeds. These are two very, very different types of online advertising.

Even if you don’t have a website, you can still make sure customers can find you online by creating listings on sites like DexKnows and Yelp. Just be aware that your customer base will be relying more and more on the internet to learn about your company, and a website will better provide the information they seek, as well as helping you build their confidence in your business.
Content is one of the 3 main Google ranking factors. As a matter of fact, having a blog can help you get your content indexed faster. An active blog – relying on qualitative and insightful content, and backed by authoritative links – will help you improve your rankings and thus your organic traffic. Also, long-form copies (above 1200 words) tend to rank higher and be crawled more often.

For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor's acquired specific backlinks, then by using outreach and content creation we obtained these links.
A meta description is a short blurb about the particular page of your website. This is a great place to insert keywords easily. However, you also want to include helpful information for potential site visitors to draw them into clicking on your website. This blurb will appear in search engine results pages under your H1 title tag and URL of your webpage.
When you’re trying to drive traffic to your website, it’s crucial that you get only relevant people to see your listing. Or else there’s no use getting a ton of visitors. When you’re doing SEO, you may or may not get the right people to visit your website. But it’s not the same with PPC ads. Your ads are laser targeted towards users who are actually searching for your product or service.
If you’ve seen ads appear at the top or right of search engines, then you already know what SEM is. When your ads display in these optimal, highly visible positions, your business can have an edge over your competition. Plus, most searchers only click on the first few results, which gives these premium ad spots a visual advantage to catch the attention of your future customers.
Many people also search specifically for services within their area. Utilizing keywords such as “wedding photography Atlanta” instead of just “wedding photography” can help you face local competition better. Setting up a Google My Business page is also a tool that will help your business pop up in localized searches. It’s free to set up, and requires a physical address for your business.
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