Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[53] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.[54]
Increase your real estate. When you show up in the first page of the organic AND paid search results, you’re doing something right. That’s not just something the marketing nerds like us will notice either – people realize (consciously or not) that it takes a successful, legitimate, intelligent company to show up twice in one search. A company that doesn’t know what they’re doing couldn’t do that… right?
Awareness and Branding. Visibility is one thing and being top of the line is another. The more that people see you, the higher your chances of being remembered and that keeps awareness among potential customers. Same goes with branding. Once you start linking your business with certain terms and keywords which are deemed positive for you, its effect will most likely be beneficial for your business and can, later on, lead to a sale.
For example, we have seen retailers who produce seasonal items, such as ornaments, based upon data that they are able to find through the Data Cube. This information tells them about the themes and ideas that are popular throughout the year and during their peak selling seasons, helping them to know which items will be the most successful and the optimal names to select.
When used correctly, PPC can be highly efficient. Since you only pay when people click and you can target people looking for specific terms, it can be an excellent means of bringing people to your site. Even more importantly, PPC ads have been shown in some studies to even boost visibility and clicks, particularly if your organic result starts to slip further down the page. This can help improve brand reach and maintain a strong reputation.
70% of marketers use Facebook to gain new customers, while 47% of marketers say that Facebook is their number one influencer of purchases, according to a recent report published on Business2Community. Below I’ll explain how to make the most of your Facebook marketing – read on to discover exciting, new ideas for increasing your page’s engagement and discover my top tips for propelling your paid and organic reach.
One of the reasons for a traffic drop can also be due to your site losing links. You may be seeing a direct loss of that referral traffic, but there could also be indirect effects. When your site loses inbound links, it tells Google that your site isn't as authoritative anymore, which leads to lower search rankings that in turn lead to traffic drops (because fewer people are finding your site if it's not ranked as highly and more).
We're also going to have to both educate small businesses about how to optimize their GMB listings as well as why it's important and smart agencies will have to expand their GMB local listings services to include pakages that include optimizations, and monitoring of clients' GMB listings. I think the more areas of online marketing an agency that serves the small business and local business markets can have service offerings in and branded, proprietary products that help those small and local businesses compete with the larger companies, the more successful they'll be.
Traffic data is a great way to take the temperature of your website and marketing initiatives. When you are writing and promoting blog content on a regular basis, you can use traffic data to track results and correlate these efforts to actual ROI. Be sure to look at traffic numbers over long-term intervals to see trends and report on improvement over time.  
Click through rates: Searches using terms that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. The advantage of paid search can clearly be seen in the Internet retailers MarketLive Performance Index data. For the year 2013 as a whole, PPC accounted for 36.5% of search traffic but an outsized 47.9% of revenue from search.
This all sounds amazing right? unfortunately, organic marketing is also very difficult to implement and resource intensive. Ranking organically on Google and other search engines can be very hard, especially for competitive keywords such as “buy shoes.” Ultimately you want to rank within the first page, and possibly within the top 3 organic results, but this can be next to impossible when you are competing with large companies that have teams dedicated to ranking their keywords.
In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc. v. 1-800 Contacts, Inc. that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword. In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its trademark enforcement practices in the search engine marketing space have unreasonably restrained competition in violation of the FTC Act. 1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.[29]
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.
And then when it comes to actually, ‘OK, so now I’m engaged in these groups, now what?’ What I always recommend doing is taking the conversation offline. So reaching out to the people who you responded to in the group via InMail, or taking it to email, or phone even, and really making that be the place where you do some of the investigating to figure out if they’re a good client fit for you.
While there are several HTML tagging techniques that improve a page’s Google SEO results, creating relevant page content is still the best way to rank high. A big part of content creation is your use of targeted keywords. You should include important keywords in your first 50 words, since early placement can be a signal of relevance. And while you should never repeat keywords too often at the expense of good writing, you should repeat keywords in your content two or three times for short pages and four to six times for longer pages. Also, you may wish to use some keyword variation in your content – such as splitting keywords up – as this could potentially improve your ranking.

The Budget: The average lifetime value of a customer is $450. You know that the average purchase is $35. The business makes 20% profit on all sales. Most returning customers buy once a month. Your current monthly sales are $16,000 with a slight increase when seasons change. A steady increase in sales over six months to a 15% increase by month six would mean a total sales increase of $8,400 over the six months and a total lifetime value of around $30,900. Spending $3,000 on the six-month organic marketing campaign would see a return on investment of 106%. The advantage of organic marketing is that it keeps working even after the campaign has ended. This means that the ROI would actually be higher.
Which one wins in a fight? If I were a betting man, I’d put my money of organic search traffic. As exciting as it is to see a quick surge in traffic from an effective PPC campaign, I’d take sustainability over a short-lived win any day. And that’s just the surface. I’ve gone over several of the benefits that organic search traffic can have on your business. I’m talking about the kind of results that correlate with cold hard ROI.Use the insights, implement the action steps, and stay competitive.
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.

Encourage incoming links. Google prioritises sites that have a lot of incoming links, especially from other trustworthy sites. Encourage clients, friends, family members, partners, suppliers, industry mavens and friendly fellow bloggers to link to your site. The more incoming links you have the higher your site will rank. But beware SEO snake oil salesmen who try to trick Google with spammy links from low-reputation sites. Some links can actually damage your SEO.


Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2]
It is important to target keywords that your target consumer is likely to search for while looking for the product or service that you offer. For example, if you are an accounting firm located in Miami you would not want to target a general keyword such as “accounting firm.” Not only is it a very difficult keyword, but also you will be attracting visitors from all over the globe. Instead, you would want to target a more precise keyword such as “accounting firm in Miami” or “Miami accounting firm.”
The second is to really avoid promoting yourself, or your services, or your business, in these groups when you first join them. Like with any social network, you really need to build trust. And the best way to do that is to simply engage with the content that’s already there. Start replying and making genuine comments about the content being posted by people that could be prospects for you.
Marketing strategies have evolved over the course of time. Back then, organic search, when hit right on the spot, would give you the right amount of exposure that your business needs. Apart from that, it used to give you a better deal at a lower cost compared to when you do pay per click. However, with the digital age coming in and small businesses are starting to become popular, they are now mostly leaning towards the fast-paced wonders of paid search.
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%.
For our client: We rolled out numerous new pieces of content onto their blog and news section; we aimed to make the content creative and funny. As the client was in the careers space we made use of “funny interview questions” and “technical interview questions” style articles. It was amazing that one of the articles even made it to the first page of Reddit. We also pushed out content which was related to various holidays in that year and also specific to the client’s industry and also current trends in the market. 
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.

Entertainment — The Internet is a plethora of things to do. Some are looking for videos. Others are looking for games. Many are entertained by new stories. Others like financial calculators. Others want to learn something new. Think about what kind of entertainment your target is looking for. Relate it back to your brand. That’s a great way to use SEM to connect.
Now in your reconsideration request make sure you are honest and tell Google everything that the prior agency was up too. Be sure to include all Excel information of removed links and say you are going to make an ongoing effort to remove everything negative. It is common knowledge that Google may not accept your first reconsideration request, so it may take a few times.
Organic traffic, on the other hand, are those visits which are tracked by another entity — usually because they have arrived through search engines — but also from other sources. Hubspot’s definition emphasizes the term “non-paid visits,” because paid search ads are considered a category of their own. But this is where the lines between direct and organic start to get little blurry.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[60] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[61] It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.[62] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
The first one is pretty powerful and pretty awesome, which is investing in demand generation, rather than just demand serving, but demand generation for brand and branded product names. Why does this work? Well, because let's say, for example, I'm searching for SEO tools. What do I get? I get back a list of results from Google with a bunch of mostly articles saying these are the top SEO tools. In fact, Google has now made a little one box, card-style list result up at the top, the carousel that shows different brands of SEO tools. I don't think Moz is actually listed in there because I think they're pulling from the second or the third lists instead of the first one. Whatever the case, frustrating, hard to optimize for. Google could take away demand from it or click-through rate opportunity from it.
The typical Web user might not realize they’re looking at apples and oranges when they get their search results. Knowing the difference enables a searcher to make a better informed decision about the relevancy of a result. Additionally, because the paid results are advertising, they may actually be more useful to a shopping searcher than a researcher (as search engines favor research results).
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