If your business has an online presence, you’re likely aware of the struggle to get noticed by search engines such as Google, Bing, and Yahoo. The chances of your website succeeding without a high Google ranking are slim, as most customers initiate their search for products or services on Google.
To help you navigate the complex realm of Search Engine Optimization (SEO), we sought the expertise of Todd Hunnicutt, Chief Marketing Officer of Real Internet Sales, a leading SEO Marketing Professional.
HERE IRMO(HI)
Todd, we appreciate you being here today to answer our questions and demystify the intricate world of SEO.
Todd Hunnicutt
My pleasure! Thank you for inviting me.
HI
To start, could you describe how websites are ranked on Google and the significance of these rankings?
Todd Hunnicutt
Certainly. There are a few ways a site can be ranked, and it’s essential to grasp the distinctions. Google has two types of “ranking”: paid ads, commonly known as Pay Per Click (PPC), and organic ranking, also called Organic Optimization.
HI
That’s an excellent beginning. Can you differentiate between these two types of ads?
Todd Hunnicutt
Absolutely. PPC Ads are something you “acquire” directly from Google. You “bid” on keywords, and your placement in the search results is determined by that bid. The benefit of PPC is its speed, but it doesn’t actually “enhance” your website. You’re effectively “renting” your ranking from Google, and once you stop paying, your ranking vanishes.
Organic Search Engine Optimization (SEO) entails upgrading your website with fresh content and technical writing. You typically pay a marketing or SEO company to work on your site, with fees ranging between $75-500 an hour. Organic SEO lasts longer than PPC ads because it involves direct website work indexed by Google. However, if you don’t regularly add new content, your ranking may decrease over time. Organic SEO is more akin to “owning” your ranking than renting it.
HI
What is the difference in terms of time and effort required to improve search rankings using PPC and Organic SEO?
Todd Hunnicutt
PPC generally takes effect as soon as you purchase your keywords on Google Adwords. With organic SEO, it can take up to six months or longer (depending on the term), although most people start witnessing results within 60-90 days.
HI
That’s a considerable discrepancy. Why would anyone opt for Organic SEO, which could take up to six months, over the immediate outcomes of PPC?
Todd Hunnicutt
I always enjoy answering this question because it reveals what I call Google’s dirty little secret. According to Google’s own figures, only about 15% of Google users click on Ads or PPC. This means if you depend solely on PPC for advertising on Google, you’re missing 85% of the market.
HI
Are you saying that Google’s own data indicates that only 15% of Google users, or potential clients, actually click on the Ads?
Todd Hunnicutt
Exactly! This information often surprises our clients.
HI
Given this, why would anyone choose anything other than Organic SEO?
Todd Hunnicutt
You’ve quickly changed your perspective! However, there are instances when PPC is the ideal choice. For example, if you’re a retailer with a sale or inventory to clear rapidly, PPC is perfect because you need immediate results. You don’t have the luxury of waiting for new content to be indexed, making PPC the better option!
HI
Understood. So, when is Organic SEO the preferred alternative?
Todd Hunnicutt
In the majority of other cases, organic SEO is the recommended choice for our clients. It enables us to position them in their market by generating content targeting various keywords. While we may concentrate on one keyword, such as “new homes,” the content we create naturally includes additional keywords (e.g., energy-efficient homes, neighborhood amenities, new home construction, etc.). This gives our clients more “hooks in the Google water” and results in numerous “long tail” keywords.
HI
What exactly is a long tail keyword?
Todd Hunnicutt
A long tail keyword is a highly specific search query. For instance, instead of searching for “homes in Irmo,” a long tail keyword might be “new homes in Irmo with neighborhood amenities.” Content creation for SEO naturally generates more of these specific search terms, which are linked to your site on Google. Studies have shown that the more specific the search, the higher the likelihood of “conversion” – meaning that specific searches are more likely to lead to a purchase.
HI
That does make sense!
Todd Hunnicutt
I’m happy to hear that! A reputable digital marketing or SEO firm should be able to explain the process in an easily understandable manner. Don’t hesitate to ask questions, as there’s no standard rating agency or index for these firms.
HI
Thank you for your time. If our readers want to learn more, how can they get in touch with you?
Todd Hunnicutt
If anyone wants to contact me, they can call Real Internet Sales at (803) 708-4015 or email me at todd@realinternetsales.com! I enjoyed our conversation and am always happy to answer questions about search or internet marketing. Thank you!
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