As a business owner, you may be interested to learn that every month, there are more than 100 billion searches being conducted on the Internet around the globe. Of these, more than 90% begin with a search engine such as Google, Yahoo!, or Bing. Whether you’re currently focusing on SEO, social media, or PPC (pay-per-click), there are a few things you should know in order to achieve search marketing success in 2015. As highly skilled Atlanta digital marketing professionals, we thought we’d share a few of our insights with you!
First of all, what are the biggest factors that affect search ranking (your position within the search results pages for a given search)?
Relevant content – Your website should include content (text, images, video) that focuses on relevant and appropriate topics; this content should include keywords that reference similar terms as well.
Site architecture – Your website’s architecture is critical to search rankings, and should include up-to-date content, a strong number of internal links, well-maintained meta titles and descriptions, and short page loading times.
Social signals – Websites that get a large number of tweets, likes, and shares, and that include content that is social-specific perform stronger than websites that are missing out on social.
Backlinks – a large number of links anchored on a brand name or domain coming from quality, relevant sites help boost search ranking.
How do visitors behave on your website? A lower bounce rate and higher CTR (click-through rate) help search engines in ranking a website. Important factors include which pages users visit, time on your website, and other behaviors.
Is paid promotion still in the game?
Absolutely! Paid advertising such as PPC ads are still highly effective today. In fact, a study conducted by Resolution Media found that with a certain well-known brand who had a number one organic listing, users who searched clicked on paid listings nearly 40% of the time! However, when a user used branded terms in the search, organic search drove higher performance – about 53%, versus 47% with paid listings.
What about search using unbranded terms? In this case, the year-long study found that for the particular brand studied, just over 22% clicked on organic search results, while more than 77% clicked on paid listings.
As you can see, paid search is certainly not out of the game! With the right mix of organic search effort and paid search, you can enjoy a website that ranks highly – but keep in mind, branded and unbranded terms are significant differentiators, as well as mobile versus desktop search.
Need help pulling your company website up to the top in search marketing? At EBB Web Design, our digital marketing team is comprised of experts in every area of marketing including PPC, SEO, content marketing, and all aspects of web development and design. Give us a call today!Google+