Knowing Your Search Services Definitions
Every now and then when taking an inquiry on the phone, we get asked what it is that we do. Turns out that when you tell people that we deal with online branding and internet marketing, they manage to disconnect those terms with SEO, and instead assume that our focus is on pay per click rankings and such. The truth of those terms however, is that they’re all related, and all different from each other.
Search engine optimization – This is most likely the term you searched for when landing on our website. SEO has been a big buzz word in marketing circles the last few years especially, with the explosion of consultants appearing on the scene. There’s millions and millions of pages online to find information about SEO, and it’s extremely easy to read a forum or two and suddenly decide you know what you’re doing with search. The quick and easy test to discover if the person who is helping you is good at their job? Search for them, if they can’t appear in search for their industry terms, how can they realistically help you?
Online Branding – Online branding is a different goal for your website, and it’s as simple as defining the term. Anyone with a website and a business will only benefit from branding themselves and then growing that brand on the web to suit their offline image. It’s done with the idea that just by the mention of your business name, it conjours up your logo, slogan, and/or design scheme associated with your products or services. The way this plays out online for you is two fold, as you’ll be recognized as an authority in your market by the search engines, and your website (if your developer has done to the SEOs specifications) will be highly relevant as well.
Pay Per Click – This goes by a couple of industry wide terms, AdWords is more revolving around Google with their sponsored ads campaign and search engine marketing as a more all encompassing term when you’re talking about paid advertisements around the web. The paid advertisements often catch a lot of unreasonable criticism from some search users as they can tend to show up in some inconvenient places. While there is some truth to an ads location sometimes impeding on the organic results listings, it’s simple to discern which results are which as the paid ads will say they’re paid ads. The paid results are often on a different colored background, and will say something to the effect of “Ads related to – ” or “Sponsored Listings”. A key point to think about, and consider when you’re first building your own search campaign, is to weigh the return on investment if you were to use PPC as part of your strategy. A simple way to explain how ads are chosen to be displayed are by relevance to the search term, is the bid for the term meet the cost (the ads are based around an auction – high bidder wins in most cases), and is the text of the ad appropriate to the search query. This is a quick way to gain some visibility if you’re trying to rebrand your business, or if you have a brand new website and want to try and gain some quick traction. In then end for things like big money terms, like “hotel rental” it will likely be the company with the deepest pockets who commands the top of the paid results, but that doesn’t mean you don’t have a shot at the most important organic results that make up the meat of the page.
Internet Marketing – It’s just an all encompassing term to wrap up all aspects of online marketing. Whether it’s SEO, PPC, branding for your business, when you hear the term internet marketing you just need to keep in mind that it’s a general term, not a specific one.