Search Engine Optimization
Search Engine Optimization (SEO) is the process of optimizing a website to accurately communicate its relevance to search engines (like Google and Bing). By doing this, your website can more accurately appear in front of your target consumer when they are at the point of purchase or inquiry.
Organic Search Engine Optimization
Organic (Natural) SEO performance is measured by how accurately your website appears on Search Engine Results Pages (the pages a user is served when he or she types a search query into a search engine). SEO results are often called "organic" or "natural" search results because they are outside of the paid advertisements that appear on Search Engine Results Pages. A websites does not pay a search engine to appear in these places. Instead, relevant content, links and a technically sound website are used to target these areas.
Local Search Engine Optimization
Local SEO has grown significantly over the last few years, particularly given the rise of smartphone usage and better connectivity while out and about. Although it has a lot of similarities with organic SEO, it's ultimately very different. Local SEO is focused on providing results that are relevant to a searcher based on their current location.
Pay-Per-Click (PPC) advertising is the act of submitting paid bids to search engines to have your website appear when a user utilizes a search query that's relevant to your business. Paid listings are often at the top, bottom and along the side of Search Engine Results Pages. They usually take up the "prime real estate" on these pages, including the first, second and third listing a user sees. This method of advertising is much more controlled than SEO, but it does require consistent payment.
PPC performance is measured by looking at Return On Investment (ROI) data. With PPC advertising, a business should be able to expect a certain amount of sales or inquiries based on a specific monthly investment into PPC advertising. This type of advertising should drive traffic to your website and increase phone calls and inquiries.
Monthly Evaluation and Reporting
Evaluation and reporting are an important part of an SEO and PPC campaign. Many search engines, including Google and Bing, provide interfaces with data that is updated on a daily basis based on your ad and website performance. By looking at the performance of SEO projects and PPC campaigns on a monthly basis, you can better determine what strategies are working and what may require additional tweaking or budget.
Reports will be delivered as PDFs and reflect the previous month's performance.
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