Digital Jumpsuit

Optimising a website involves several processes, including editing content, adding content, refining the HTML and other associated coding to increase its relevance for the business’s target keywords In addition, promoting a website to increase the number of backlinks is another tactic used to increase the SEO and build the strength of a website

• What is SEO in marketing? SEO is a sector of the marketing industry that focuses on growing the visibility of a website organically in major search engines, such as Google SEO involves bringing together the technical and creative elements of a website that are required to improve search engine rankings, drive traffic and increase general awareness of the website There are many aspects to SEO strategies, from the content on the website to the way links from other sites interact with the website Sometimes improving your website’s SEO is as simple as making sure that it is structured in a way that makes it easier for search engines to understand it

• What is SEO and how does it work? As you will know by now, SEO is short for search engine optimisation and it sounds mystical but it is really a lot simpler than it appears You may have heard a lot of things about SEO and how it works, but it is basically a measurable and repeatable process that marketing companies use to send signals to search engines to prove that it is worth ranking highly, for example in Google’s index

Search engines use a complex algorithm to score every website and every search its users do in order to work out which websites should rank best for what terms are being searched for The algorithms have hundreds of points that they score your website on, many of which are not public knowledge, and an SEO’s job is to help your website score highly for as many of these points as possible

• How do you do SEO for a website? There are five steps that must be taken to do basic SEO on a website Content optimisation and submission will help lay the foundations for your SEO strategy and are detailed below: 1 Create page titles: It is important to create keyword-based titles that help to establish the theme and direction of the page and what keywords it will focus on

2 Create meta tags: Meta descriptions are the summary of text you see under search results and they can influence the click-throughs of your website aren’t directly used for rankings

3 Place strategic search phrases on pages: Keywords that are appropriate for your target audience’s searches should be integrated into your website source code and existing content

4 Develop new sitemaps for Google and Bing: Sitemaps make it easier for search engines to crawl and index your website You need to create both XML and HTML versions They can easily be submitted to both Google and Bing via their own webmaster tools

5 Submit website to directories: Usually you wouldn’t submit your URL to major search engines, but there are ways to speed up the indexing while building links to your website Submitting your website to local and online directories means that Google can crawl it and find your URL quickly

• What is the difference between SEO and SEM? SEO is the process marketing companies use to optimise your website for the purpose of increasing organic (free) traffic to your website from search engines

SEM includes SEO but extends to the process of achieving the overall goal of more visibility in search engines through both organic traffic (SEO) and paid traffic (PPC)

Pay-Per-Click (PPC) is the process of buying advertising space within search results, meaning instead of trying to rank your website higher, you simply pay to appear before organic results The most well-known provider of this service is, of course, Google AdWords Through AdWords you can create ads that appear in Google search results for relevant terms and you pay every time someone clicks on your ad, hence the term pay-per-click

It is basically a way to buy visitors to your site who are looking for the services you offer rather than “earning” those visits organically Advertising within search results is one of the most popular forms of PPC, but there are also PPC models for social networks like Facebook and Instagram

• How do pay per click ads work? Ranking your site organically and involves a lot of in-depth knowledge of how websites work, so it you are not a web expert and are looking to Google to bring new traffic then a PPC campaign through Google AdWords might be for you

Through a PPC campaign, you pay Google however much you desire to get your ads listed at the top of organic search listings When someone clicks on your ad in search listings, you will pay the current Cost Per Click (CPC) from your budget Once the budget you have set is all spent, Google will stop running your ads until you add more money to your account

PPC is a lot easier to implement than SEO, but rushing the process can be a disaster if you don’t know the basics of setting up a campaign Knowing how to set it up properly will enable you to launch an effective campaign and bring new visitors to your site Paying an agency to do this for you can often lead to better results, as they won’t make any mistakes

• How much is PPC? There is no exact answer for how much PPC costs as it varies from one campaign to the next, depending on targeting and the niche of the business However, there is information about the average PPC costs that can help you determine roughly how much you will be spending Please find this information in the table below:

• What is the difference between PPC and CPC? The terms PPC and CPC are often used in the same context within the advertising community However, PPC stands for Pay-Per-Click which refers to the type of advertising program that is being run, where as CPC stands for Cost Per Click which is how much you are paying per click in your advertising program To use these terms appropriately when speaking to an agency about running an advertising campaign, you could say, “We are looking to run a PPC campaign with Google AdWords and would like the average CPC to be $0 75 ” The amount you pay per click is set by Google’s bidding process which rewards those with a bigger PPC budget

• What are the benefits of PPC? If you are not already running a campaign to draw more people to your business, you’re probably losing money According to shopping trends, over 80% of people prefer to shop online, so this is where you will find a lot of customers For small businesses, PPC advertising is a great option for growing their business Below are some of the benefits you will see from running a PPC campaign

•             PPC boosts traffic to your website