SEO or Search engine optimization in St. Louis is a primary responsibility provided by Louisville Web Group. Search engine optimization (SEO) is the procedure in which web designers improve the visibility of a web page or web site in search engines by means of an un-paid “accepted” process called “organic search engine optimization (SEO)” or “algorithmic search engine optimization (SEO)”. Search Engine Marketing (SEM) can be accompanied by (PPC) or Pay Per Click search results. The PPC ads in Google always remain at the top of the search for the corresponding keyword. Normally these Pay Per Click ads are emphasized by a light yellow background residing above the organic search results.
Other forms of search engine marketing (SEM) target prospective visitors with listings that are called paid listings such as the PPC ads in Google These ads are called Google AdWords, or Google AdSense. In short these paid advertisements called Google Advertising Programs allow you to buy advertising on the Google search engine or on other sites through its AdSense program. All paid ads for specific keywords always remain at the top of all search results in Google.SEM is the art of convincing those same people to purchase goods and services from you after they’ve found your website.
Online Shopping and the Future of SEO
As online shopping grows daily, search engine rankings provided by professional search engine optimization can make a difference between search rank success and utter failure on the Internet. According to SEO research firms their reports show that the links on the very top of a search-results page–what users see without scrolling down–capture 70 percent of all users’ mouse clicks. That’s why the SEO profession has taken off, from a few hundred practitioners in the mid-’90s to thousands today, with many of them working inside big firms like Intel and IBM. “Having an SEO either in-house or as a consultant is now considered a necessity. The companies are partly motivated by keeping their critics off all relevant search-results pages.
Thirty Six percent of online shoppers start their shopping excursion at Google, looking for you. Can potential visitors find your website; can they find what you’re selling? Call Louisville Web Group before Cyber Monday comes back around. Remember it does take time to get results from an SEO campaign. Online shopping is doubling approximately every four years.
SEO as a Marketing Strategy and Pay Per Click
SEO can include paid search advertising which is its own version of SEO called ATO (Ad Text Optimization). A successful Internet marketing campaign may drive organic traffic, achieved through optimization techniques and not paid advertising, to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site’s conversion rate. SEO and ATO can generate a return on investment. Search Engine Optimization Specialists often supplement SEO with PPC advertising and (ATO) Ad Text Optimization. PPC (Pay Per Click) Copywriting is advertising text that accompanies a web-based advertisement, costing the advertising company money only when a user clicks on the advertisement’s graphic. The advertisement is hyperlinked to a “landing page,” which the company hopes will generate a sale.
It is possible for PPC account managers to carry out their own PPC copywriting, indeed most do. However, now that PPC is maturing as an advertising medium users are treating PPC like other forms of advertising and using specialist companies to write their PPC Ad Text for them.
The advent of Ad Text Optimization (ATO) is a significant development in this area and has bought a rigor and discipline to the process which is in keeping with other areas of PPC management. It ties in the learning from direct response advertising which has existed for many years and combines it with an algorithm measuring key elements of the PPC ad text.
Ad Text Optimization Supplementing SEO Campaigns
Ad Text Optimization (ATO) is the process of improving the performance of a text Pay Per Click (PPC) Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”. According to Search Engine Journal, “AdWords text ads are small and in some ways unassuming – when you think about testing landing pages it’s obvious that there are elements that could make a big impact, but it’s sometimes less intuitive that ad text tests can and often do have an equally big impact on results”.
PPC Ads are triggered to appear on search engine pages when Users search with keywords which match those selected by the PPC Advertiser. When PPC Ads are clicked on they take the User through to a designated page on the advertiser’s website and a fee is paid to the search engine for the click. At the heart of Ad Text Optimization (ATO) lies a specialist type of direct response copywriting which can be augmented by an Ad Text Optimization (ATO) algorithm that measures the response effectiveness of Ad Text copy. For Users the benefit of ATO and SEO is to make PPC Ads more relevant to their searches. For advertisers ATO and SEO delivers more clicks, leading to more sales and increased Return On Investment (ROI), and search engines benefit by offering their user customers more efficient search experiences.
ATO and SEO
ATO and SEO in PPC advertising is viewed by many in marketing as the equivalent of SEO (Search Engine Optimization) for natural search in that they both improve the visibility of websites.
White Hat SEO vs. Black Hat SEO
SEO techniques are classified by some into two broad categories: techniques that search engines recommend as part of good design and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites will eventually be banned once the search engines discover what they are doing.
An SEO tactic, technique or method is considered white hat if it conforms to the search engines’ guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.
White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.
White Hat SEO is merely effective marketing, making efforts to deliver quality content to an audience that has requested the quality content. Traditional marketing means have allowed this through transparency and exposure. A search engine’s algorithm takes this into account, such as Google’s PageRank.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines’ algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices. Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google’s list.
LWEBG and SEO, SEM, PPC, ATO, ROI
Louisville Web Group web design company was founded in 1998 in Louisville, KY and today provides America with quality web design, web development and SEO services though our multi-state network of offices in Louisville, Lexington, Cincinnati, Indianapolis, Nashville, Atlanta, Chicago, St. Louis, Philadelphia and Los Angeles. Louisville Web Group can be your web master providing SEO Search Engine Optimization.