March 4th, 2015
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Since Google became a search engine in 1998, the concept of typing words or phrases into a search bar to find relevant websites has evolved into a multibillion dollar industry. Brands of all sizes and budgets use SEO and PPC to get the attention of 1.17 billion users that search Google each month.
Let’s learn more about these strategies and how they can help your business.
SERP = search engine results page, or the listings that appear when you perform a search in Google.
A SERP contains the following:
SEO = search engine optimization, the process of enhancing your site’s visibility in the organic results of the SERPs.
When ranking organic sites, Google takes into account several factors, including:
PPC = pay per click, companies bid on certain keywords to have their ads show up in the SERPs. The company pays a fee each time a user clicks on their ad.
There are multiple types of PPC advertisements:
1998: Google launches around September 27, 1998, with a blank, organic-only slate that sets the search engine’s foundation.
2000: Google launches AdWords, marking the beginning of paid text ads in the SERP.
2002: AdWords starts a cost-per-impression model and Google launches Froogle (eventually renamed to Google Shopping).
2003: Google begins highlighting paid advertisements for users.
2004: Google begins providing local results, which deliver geo-specific information.
2005: Google Maps launches, giving users the ability to navigate and locate nearby businesses related to their search.
2006: Google begins to display sitelinks in their organic search results.
2007: Google launches Universal Search, which integrates video, books, news, images, and local results onto one SERP page.
2009: Google rolls out rich snippets for organic listings.
2010: Google AdWords launches Product Listing Ads (PLAs).
2013: Google launches the local results carousel.
2014: Google becomes more dynamic, showing users results based on their location, query, device, and more.
Future: You can bet that the components of a Google SERP will continue to change and evolve, affecting SEO and PPC strategies in the process. The key to success is adapting to changes and continually monitoring your success.
Most users perform keyword searches with an intention that falls into one of the following categories:
Users enter a search query to find a specific website.
Examples: “youtube” or “etsy”
Users enter a search query to find information about a specific topic.
Examples: “sharks” or “computers”
Users enter a search query to find more information about a product before making a purchase.
Examples: “apple iphone 5 vs. apple iphone 5s” or “apple 5s reviews”
Users enter a search query specifically intending to make a purchase.
Examples: “buy apple macbook” or “lucky jeans for sale”
Both SEO and PPC are beneficial to your business depending on your situation. Often, a combination of both marketing strategies creates ideal results.
Your business should invest in organic search (SEO) when:
Your business should invest in paid search (PPC) when:
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