Having a website for your business means understanding the challenges of being discovered by search engines like Google, Bing, and Yahoo. Your website’s success hinges on its Google ranking, as most customers begin their search for products and services on Google.
To help you make sense of the complex world of Search Engine Optimization (SEO), we turned to Todd Hunnicutt, Chief Marketing Officer of Real Internet Sales, a highly-regarded SEO Marketing Professional.
HERE CHAPIN (HC)
Todd, thank you for joining us today to answer our questions and shed light on the ins and outs of SEO.
Todd Hunnicutt
It’s my pleasure! Thanks for having me.
HC
First, could you clarify how websites are ranked on Google and why these rankings matter?
Todd Hunnicutt
Certainly, understanding the various ways a site can be ranked is crucial. Google has two types of “ranking”: Pay Per Click (PPC) ads and Organic Optimization, also known as organic ranking.
HC
That’s a great start. Can you explain the differences between these two types of ads?
Todd Hunnicutt
Of course. PPC Ads are something you “purchase” directly from Google. You “bid” on keywords, and your position in the search results is determined by your bid. The advantage of PPC is its immediacy, but it doesn’t actually “enhance” your website. You’re essentially “renting” your ranking from Google, and once you stop paying, your ranking disappears.
Organic Search Engine Optimization (SEO) involves improving 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 decline over time. Organic SEO is more like “owning” your ranking than renting it.
HC
What are the differences in terms of effort and duration 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 seeing results within 60-90 days.
HC
That’s a significant discrepancy. Why would anyone choose Organic SEO, which could take up to six months, over the immediate results of PPC?
Todd Hunnicutt
I always enjoy answering this question because it uncovers what I call Google’s dirty little secret. According to Google’s own data, only about 15% of Google users click on Ads or PPC. This means if you rely solely on PPC for advertising on Google, you’re missing 85% of the market.
HC
Are you saying that Google’s own statistics reveal that only 15% of Google users, or potential customers, actually click on the Ads?
Todd Hunnicutt
That’s right! This revelation often surprises our clients.
HC
In light of this, why would anyone choose anything other than Organic SEO?
Todd Hunnicutt
You’ve certainly changed your perspective quickly! However, there are instances when PPC is the perfect choice. For example, if you’re a retailer with a sale or inventory to clear quickly, PPC is ideal because you need immediate results. You don’t have the luxury of waiting for new content to be indexed, so PPC is the better option!
HC
That makes sense. So, when is Organic SEO the better alternative?
Todd Hunnicutt
In most other situations, organic SEO is the recommended choice for our clients. First and foremost, it helps establish their presence in the market. While we may focus on a single keyword (e.g., new homes), the nature of content creation means we end up including many additional keywords in the content (e.g., energy-efficient homes, neighborhood amenities, new home construction, etc.). Consequently, our clients gain multiple new “hooks in the Google water.” This content creation process generates numerous “long tail” keywords.
HC
What exactly is a long tail keyword?
Todd Hunnicutt
A long tail keyword is a highly specific search term. For instance, instead of searching for “homes in Chapin,” a long tail keyword might be “new homes in Chapin with neighborhood amenities.” By developing content for SEO, we create many more of these specific search terms connected to your site on Google. Research has shown that the more specific a search is, the higher the probability of “conversion,” meaning that specific searches are more likely to result in a purchase.
HC
That’s enlightening!
Todd Hunnicutt
I’m glad you think so! A good digital marketing or SEO firm should be able to explain the process in a clear and concise manner. Don’t be afraid to ask questions, as there’s no standard rating agency or index for these firms.
HC
Thank you for your time. If our readers want to learn more, how can they contact you?
Todd Hunnicutt
Anyone interested in contacting me can call Real Internet Sales at (803) 708-4015 or email me at todd@realinternetsales.com! I enjoyed our discussion and am always happy to answer questions about search or internet marketing. Thank you!
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