"This is a Football"
Understanding the SERP (the what?)
Which SEO Strategy is Best?
Each segment of the SERP has its advantages and disadvantages. Deciding which segment, or combination of segments, to target depends on your unique market and online equity.
PPC - Is it feasible for you to "pay to play" in the paid ads segment? PPC is a quick way to appear on the SERP for specific terms, but it can be very expensive. In some competitive markets (like Real Estate) you may be bidding upwards of $10 per click to be competitive. Another major disadvantage is that, unlike organic and local, your position on the SERPs dissapear as soon as you stop paying. I'm painting a grim picture simply to counter the obvious attractions to PPC. It's quick, easy, and very targeted.
Organic Search - Is your business ready for the marathon that organic search can be? If you're in a competitive market and currently on page 12, don't expect results over night. It can take a long time to reach the first page, and even longer to reach the top of the first page. There are no guarantees with organic search (seriously, no one can guarantee first page rankings). However, reaching the top of page 1, with properly chosen keywords, can be a constant fountain of traffic and leads unlike any other form of marketing.
Focus on What Matters Most
Ok, I know this is a lot to digest. You may not be ready for professional help, and you just need to know what you need to focus on until you are ready. Here is a quick run down on a few key areas to focus on for both search performance and conversion:
- Website Content- become a trustworthy, reputable, wealth of information. It’s not enough to create a nice, shiny website, you must continuously create great content to prevent your website from going stale. Websites that fail to become thought leaders in their field end up at the bottom of the search results page.
- Google Maps- where are you? If your business has a physical storefront people want to know. The local/map pack is made up of the top 3 local listings according to Google search rankings. Make sure your business’ name, address, and phone number are correct and on your website.
- Local Reviews- what people say about your business is more valuable and important than what you say about your business.
- Local Backlinks- links from other trustworthy, reputable sites to your website. Search engines try to interpret human behavior. As a result, external links tend to be more powerful than internal links. Think of links like votes, but not all votes are created equal. Despite what some people claim, you cannot pay for or request backlinks. You can only obtain backlinks through consistent high quality, trustworthy optimization across your entire website.
Additional SEO Resources
What to do some of your own research? Here are some of the SEO resources we trust and find helpful:
Education is key. All of the above sources are wealths of information. The world of digital marketing is always changing—always! The best strategy is to do your research and do your best to stay ahead of the curve.