Search Engine 101
Search Engines (Google, Yahoo, Bing etc) are nothing more than huge databases of words waiting for someone to search for them. Searching for a word (or collection of them) causes the database to match the search words with database records and then display results based on apparent relevance. 100% matches appear at the top of the list and 1% matches appear at the bottom.
Understanding Google Pages
Search Engines have become the new Yellow Pages for many people. Going to Google and typing in your question results in answers from all over the world that are very fast and mostly relevant. What is better is that if you don't get the exact answer first time a 2nd and 3rd round of inquiries is far faster and more targeted than leafing through a book that weighs as much as a baby.
In the Yellow Pages there are 2 kinds of listings:
- Free
- Paid
Google is exactly the same in that respect but the way in which the results are displayed is far more equal and dynamic. If you put your display ad under Cars in the Yellow Pages then you won't appear under Caravans. Seems sensible but what if you do both? You have to pay for 2 display adverts which is very costly. Then what if someone looks under Touring (applicable to both cars and caravans)? That is either a 3rd advert or you aren't there at all. Google can offer your business for many Terms at once.
In Search Engines, terms are defined by the user and are dynamic; i.e. results are collated on the fly for each and every question so that if this page mentions Purple Paper Clips then it can be offered in questions about Purple and Paper Clips. This can seem a bit of a challenge when coming from the static "See our ad under 'Cars' in the Yellow Pages" approach we have lived with till the last few years.
Here is how Google presents search results showing a mixture of Organic and Paid results
 Google Search page showing Organic and Paid listings |
It is very important to recognize the difference between Organic (naturally occurring) and Paid (you paid money for it to appear) search results as they are in fact very different. Here I asked for "Adria Caravans Brisbane" in "pages from Australia" and I get the same website appearing in both sections. In many ways this is a bit of a waste but let's look at how the 2 sections work:
- Organic - this is the heart of web based searching. Results are based on Google's algorithm and show most relevant results first. It can take from a few days to months to start to appear in Organic results and there is no direct control over where the site appears in the list order. Results are free for everyone.
- Pay Per Click (AdWords) -are a way of getting your product presented regardless of relevance (Google do have some pretty strict rules). You make bids for the available space based on your budgets and the popularity of the Keyword searched for. Your adverts appear as soon as the account is active and approved. Placing in list order can be controlled by altering the bid and budgets. Display is free. Payment occurs as soon as a user clicks on your link and travels to your site.
Surveys show that most users prefer organic results over paid results and will look here first almost every time. This is because paid adverts are essentially manipulative whereas the organic results are determined from relevance to the information requested and easier to trust.
SEO
Search Engine Optimization (SEO) has become big business. SEO is the act of using what is known of Search Engine's (otherwise secret) methods of ranking to ensure a website or set of pages can be easily indexed for searching. While it should be a given that all pages are well built, this has not been common practice, perhaps because pages are commonly built by graphic artists or even the business owner and not sales professionals who will take the end-user into account.
SEO is often misinterpreted (in the mind and practice) as a way of manipulating Search Engines into displaying one site higher than competitors. Google does all it can to discourage such activities but cannot really weed out all instances. To make a site appear higher than it should seems attractive but is a gross error in judgment because it is damaging to everyone involved. It is not uncommon for me to find the top pages of search results are "loaded" with sites that don't really answer my question. This might get my traffic on the sites but it also alerts me that the business is Spammy and not worthy of my trust.
Take care that you don't hire anyone who will guarantee anything with regard to your Search Engine Ranking. They are likely going to a) get you on top of the page by tossing lots of money at Pay Per Click advertising which most people won't look at, or b) will get you to rank for your own name (duh!) or a term that is unpopular and therefore not likely to get searched for like "caravans with green interiors".
You will see that the example in the image above is a term that is likely to be typed in by someone looking for that product. A general term of "Caravans" will not rank this site well but anything that is related to the product more specifically like "light caravans" or "european caravans" will bring great results. This is because the site has plenty of relevant content, good page titles and a few inbound links. No magic here just a bit of regular hard work.
PPC
Pay Per Click (AdWords) can be a good way of helping your site to be offered to users when you haven't already started to appear in organic results. Be aware that if you target top level (very broad) terms like "caravans" then you will have to spend a lot of money for every clickthrough to your site. Make sure your site is really going to have a good chance of establishing a relationship or getting the sale or you will burn up a lot of cash fast with AdWords.
Always far better to target customers who are searching for your exact product; e.g. "adria caravans brisbane" tells me this person is interested in caravans, Adria in particular and is hoping to do business in Brisbane. This is a far better qualified prospect and so worth more to me. Interestingly this keyword will cost less as fewer people compete for it.
AdWords have absolutely no effect on Organic search results and vica verca. Paying for PPC advertising will not give you better visibility on the natural content areas of the search results (unlike in most magazines).
You can learn more about Search Engines in the articles on What Google Wants and 4-Tips to Rank Well in Google
Also please always remember that Search Engines are only the entré. The main course is always on your site. You can generate lots of traffic from Google but if your site can't engage your visitors then they won't be with you when they hit their buying window.
If you want me to work with your business then please visit BRM Web Consulting
