Archive for September, 2008

SEO and PPC

If I go by what the clients tell us, the world is full of people who are trying to trick you. We’ve heard stories about all sorts of search engine marketing schemes. We’ve heard about folks passing off paid placement as SEO. We’ve heard about companies overseas that claim to be able to SEO a site for next to nothing. We’ve heard about companies that charge your credit card every month and then don’t show anything for it.

One thing is for sure, it’s a jungle out there.

If you’re going to invest in search engine marketing, the first thing you need to understand is the difference between SEO and PPC.

  • Search Engine Optimization, or SEO for short, is the art and science of building a web presence so that your site ranks well in the natural search engine results for the search terms that you’re targeting. So, parts of your site need to be built in certain ways in order for the search engines to place you higher in the search results. You need to work with the code, content, internal linking structures, meta tags, the list goes on… (Keep reading this blog to learn more about these techniques.)You not only need to build your site in certain ways, but you’ll need to get other sites to link to yours. This can be a challenge, but there are lots of techniques that you can use to do this.If you optimize the pages of your site and work on your linking structures and you do so strategically, focusing on the right terms for your business, then your site will begin to float to the top of the search engine results on the left side of the page. These are the natural or organic search engine results. OK, moving on.
  • Pay-Per-Click advertising, or PPC, are the sponsored links that you see across the top and down the side of the search engine results pages. When a user clicks on one of these ads, the advertiser pays for that user to come to their site. Thus the name, pay-per-click. PPC is also an art. The price you are willing to pay for a click, the words in your ad and the success rate of that ad, and the terms you choose to show up for all play a roll in the success of your campaign. You can also control where and when your ads are displayed.

I felt like I had to get that out there. This may sound very basic to some of our readers, but this is just the first in a series of posts on this topic. We had to set the record straight.

More to come soon.

The Boston Logic Team

Investing in SEO – Waiting CAN hurt you!

Are you considering an investment into real estate SEO? How long have you been considering the investment? You need to be careful. Waiting can hurt you!

I’ve seen it many times. A client comes to us and considers an investment in SEO. They weigh the pros and cons for a while. They say, “Maybe in a few months,” and don’t make the investment. 6 months later, they come back to us again considering SEO for their real estate website. Only now, a few of their competitors have already invested in SEO and the client knows they’re behind in the game. They feel even more pressure to invest now and they make the move. What they don’t know is that they now have a tougher hill to climb. Here’s why:

  1. URL age – What you may not know is that the age of your web address contributes to your search engine placement. So, if you’re trying to SEO your site and you’re up against folks with URLs that were registered 10 years before yours, you are at a disadvantage.
  2. Don’t think for a minute that they other guys are standing still. For good terms, SEO is a constant competition. The other guys are adding content, links, and optimizing pages all the time. So, you need to catch up. It’s as though they’re collecting sea shells the entire time you’ve been waiting. If you want to have as many as they do, you’ll need to play catch up.
  3. SEO takes time – Most of those procrastinating clients realize that if they had made the investment in SEO 6 months ago, they would be reaping the benefits now. When you start to SEO a site, you won’t see immediate results. It just doesn’t work that way. You have to give the search engines time to come back to your site and place your site into the search engine results pages(SERPs). In addition, there’s the actual effort that an SEO professional will have to put into your website. This all takes time. Not to mention, once you’re in the SERPs, and users come to your site and inquire, you’ll still have to take them through your entire sales cycle. This too takes time. So, you actually see the revenue which is a result of your SEO months later.

SEO is a long term investment. Smart investors know that starting an IRA early in life is a smart strategy. SEO is like the IRA of online marketing. Your investments today will pay off into the future and starting sooner means greater returns down the road.

If you’re considering making an investment in SEO and you’d like our honest advice, please don’t hesitate to contact us by phone or email.

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