Google's dynamic duo: SEO & PPC

Search engine marketing (SEM) refers to the structured approach used to increase the position of a company or its products in a search engine Whether we realise it or not, SEM completely effects our day to day lives and ultimately the purchasing options we (or don't) come across.

Often, Google provides us with products and offers, that may take us on an alternate pathway due to advertisements positioned to draw us to a particular site. It is quite easy for businesses to become lost amongst competitors; because of this, businesses need to ensure they construct a search engine marketing plan (SEM) to effectively reach competitors. Personally, when I Google something, I cannot remember the last time I viewed any links beyond the first page. In fact, I usually find myself clicking top 3. This could be to my detriment as I may potentially be missing information I am in fact, searching for.

Search Engine Optimisation (SEO) is a structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrase. What Google determines is most important for us and most relevant, relates directly to SEO and Pay-per-click Advertising (PPC). To get you up to date, PPC is a model of internet marketing in which advertisers pay each time a user clicks on their online advertisement. PPC ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear. In order for businesses to achieve what we define as search engine optimisation, they must have a balanced strategy for both SEO and PPC.

Lets take the fashion industry for example, Glassons, Country Road, Ozsale and Ally Fashion are all PPC ads, paid advertisements with google followed by Zara, however has hit the top spot in regard to SEO techniques. This entails quality content, effectively utilising key words and internal/external linking.

McDonald provides us with insight of the Seven Steps to Search Engine Optimization Success on Google:

1. Goals: Define Your Goals

2. Keywords: Identify Keywords

3. On Page SEO: Get Your Website to “Speak Google”

4. Content Marketing: Create Quality Content for Google and for Humans

5. Off Page SEO: Build Links, Leverage Social Media, and Go Local

6. Metrics: Measure and Learn from Your Results

7. Learn: Never Stop Learning!

Basically, Google must offer quality content that will ensure consumers remain loyal to their search engine. Let me know your thoughts! Are you aware of the PPE advertisements that come up on your daily Google searches?