Weaversites SEO, PPC and Internet Marketing

FAQS about SEO, PPC, and Internet Marketing

If you have a question I haven't answered here, please do send me an e-mail at fdudley@weaversites.com.
I am more than happy to clarify this subject for clients and site owners.

1. What Exactly is SEO (Search Engine Optimization)?

It is the process of making sure your site gives all search engines the information they need and want, and that your site does not include any inherent barriers to them. With SEO, we are referring to the so-called "natural" or "organic" results in the search engines. These are the search results that appear as a long list down the center of the results page. In order for search engines to include your site with good results (high rankings), they need to be able to find all the content and information in your site, in text (not graphics or multimedia.) That content needs to address exactly what your site, business, product, and target market are all about. Common tasks involved in SEO include writing custom Metatags for all your site pages, recommendations on improving site navigation, recommendations for revised copy and/or adding new copy, and may require asking your webmaster to make a few (hopefully minor) changes. It also includes doing certain submissions to search engines "the right way." Today that means using something called a sitemap.xml. Don't bother with ANY service that says it will submit your site to umpteen seach engines and directories, and don't even bother with the free submissions that search engines (Google and Yahoo for example) offer up themselves. They are virtually guaranteed to be ignored.

2. What Exactly is PPC (Pay-Per-Click)?

"Pay-Per-Click" refers to a form of advertising, primarily on Google, Yahoo, and MSN. If you do a search on Google or Yahoo, you'll notice "Sponsored Listings" running down the right-hand side, sometimes one or two showing up at the top of your results page. These are PPC ads.

The way it works is, you set up an account with the search engine and give them a little money to start with. Then you create an ad, and a list of "keywords" (I prefer the term "target phrases") so that whenever somebody does a search on that target phrase, your ad will show up. You pay a certain amount every time a prospect clicks on your ad (and lands on your site.) The amount you have to pay per click is based on several factors - including how generic your target phrases are, how many competitors are also trying to get their ad to show up, and sometimes, mysterious factors such as Google's "quality factor." The total amount you spend is definitely entirely under your control - with all the major search engines you can set spending limits and maximum per-click amounts. You can even restrict your ad to show up only in certain geographic locations or at certain days and times of the week.

Both Google and Yahoo provide very good step-by-step information and answers about their programs, and I would encourage you to read them. Start at http://adwords.google.com or http://searchmarketing.yahoo.com. The reason to hire a professional is to save you LOTS of time figuring it all out, getting you set up quickly and efficiently, and knowing exactly what target phrases to bid on, set budgets, other parameters, track the return on investment you're getting and make changes over time to optimize your campaign.

3. What is Internet Marketing Then?

I would have to say that "Internet Marketing" covers all of the above and then some... a lot of some.

It may include doing directory submissions to carefully selected and researched online directories. It may include doing research to find other web sites where requesting a link would be to your advantage. (Search engines love links to your site. It creates that factor of "authority and popularity" for your site.)

It may include doing an e-newsletter. Newsletters are wonderful because they put your existing customers to work for you in spreading the word about your business or product. Newsletters can include special announcements for discounts, or coupons, or other incentives for readers to return to your site or to forward the newsletter to friends and family.

It may involve coordinating the content of your site or newsletter with traditional-media productions and announcements.

It may involve what's called Affiliate Marketing, or employing something like Google AdSense (a slightly more complicated version of AdWords, where your ad shows up on other selected websites.)

It may involve reviewing your site to see if your marketing message is getting through. People read web sites differently from how they read magazines and print ads. Does your site clearly address a consumer's need? Does it tell them exactly what to do to get the solution they need from you — NOW? Is your copy not professionally written?

It may involve deep research into what your competitors are doing with their websites and online advertising, to look for two things - what are they doing right, and what opportunities have they missed that you can take advantage of?

It may involve demographics and marketing research if your company, product, identity, and target market need clearer definition for successful marketing.

4. How Much is All This Going To Cost Me?

Please see my SEO-PPC Services page.

Weaversites ~ 113 Pristine Lane ~ Weaverville, NC 28787 ~ 828-231-1501 ~ fdudley@weaversites.com