Search Engine Optimisation (SEO) is a technique used to make the website at the top of SERP ranking. SEO is an optimizing algorithm which target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines. Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behaviour, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP).
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| Search engine optimisation |
Organic SEO
Organic SEO is the technique in which keywords are used to make the website at the top of SERP ranking. The keyword planner tool provided by google ads provides the keyword requirement. The selection of keyword is based on search volume and competition. The search volume shows how many people are searching the keyword. Usually the keyword having large search volume is desired. The keyword competition shows how many other users use the same keyword for their SERP ranking. Usually the keyword having comparitivily low competition is desired.
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| Organic SEO |
Benefits of Organic SEO
- More click in organic - Given a choice between clicking paid placements and natural search results, people prefer to click natural search results. Maybe unconsciously they know that anybody can appear under the paid placements section but it is very difficult to appear, especially within the top 10 results, on your own, by the sheer value of your content. Another reason might be that when you have good rankings, it means that you are implementing all the recommendations of the search engine and the search engines make their recommendations according to user behavior. For instance, there is a 99% possibility that the keyword they have just used to carry out the search will appear as a hyperlink among the search results and this makes them click the hyperlink. This doesn’t always happen in the paid listings. What organic SEO does is, it forces you to create webpages and blog posts just the way the search engine users want.
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| SEO and components |
- Less expensive - When you’re paying for placements, you are paying for every click the search engine sends your way. So if you are getting 100 clicks in a day you are paying for those 100 clicks. If you are getting, let us say, 500 clicks, you may not be paying proportionately, but you will be paying a lot more. Organic SEO, on the other hand, gives you free clicks. So whether you’re getting 100 clicks or 500 clicks, the only amount you have spent is what you had to pay to improve your organic SEO. This is a one-time cost. Paid placements incur you recurring costs.
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| Organic SEO is cost effective |
- Can create good content - This is actually a new development. After Penguin and Panda releases Google has been trying to ensure that webmasters and bloggers are not only discouraged from obtaining spurious backlinks, but also from creating inferior content just to improve SEO. Your content must be well-written, user-friendly and of value. This automatically improves your conversion rate and encourages more people to link to your website and blog in a genuine manner.
- Life long - This might not be true if you face tough competition and your competitors are invariably creating content to replace you, but improving your rankings organically enables you to enjoy higher search engine rankings for a long time.
Inorganic SEO
Inorganic SEO refers to optimization through paid strategies for your website. These can include pay-per-click advertising (PPC) and paid social media advertising. When you buy website traffic via PPC, a brand pays the search engine whenever someone clicks on an advertisement for their website. The most common form of PPC advertising is through the Google Display Network.
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| Inorganic SEO |
To set up an inorganic SEO strategy such as a PPC campaign, a digital marketing expert must research keywords that they want to target. Afterward, they write text ads that will be displayed when users search for that keyword.
Benefits of inorganic SEO
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| Iorganic SEO result |
Firstly, although inorganic SEO is more costly than organic SEO, it also provides results much more quickly. Organic SEO is a slow procedure and it can take months before your keywords start ranking. With inorganic SEO, you can create and execute a campaign in a matter of days. Another benefit of SEO has to do with the placement of the advertisements. Even though many people are ignoring them in favour of organic results, they’re still seeing your company name, which helps to increase brand awareness. Finally, companies who are selling products can take advantage of the Product Listing Ads (PLAs). This is a feature in the Google Display Network where companies can set up ads that show pictures and prices of a relevant product. Not only that, but a user who clicks on one of these PLAs is brought directly to a page where they can purchase the item.
Google ADS
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| Google Ads |
Google Ads (previously Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users. Google Ads has evolved into Google's main source of revenue, contributing to Google's total advertising revenues of US$95.4 billion in 2017. Google Ads offers services under a pay-per-click (PPC) pricing model. Although an advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be confused with a true CPA pricing model. Sales and support for Google's AdWords division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor and New York City. The third-largest US facility is the Googleplex, Google's headquarters, which is located in Mountain View, California. Google AdWords engineering is based at the Googleplex, with major secondary offices in Los Angeles and New York. As of June 2018, Google derives 86% of its total revenues from trading advertising inventory through AdWords, DoubleClick AdExchange, and DoubleClick Bid Manager, among others.
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