PPC (Pay Per Click) and SEO (Search Engine Optimization)

SEO is the practise of getting your website on the first page of search engine results or SERP’s by using various optimization techniques.  We optimize content for search engines to ensure that users find your website when using certain key words or phrases relevant to your website/company, on the first pages of the SERP’s.
Search engines ensure that users find what they are looking for by using cookies. The search engines store data on users online search history such as key words used and sites visited as well as users bounce rates and click through or conversion rates.  With this usage data the search engines can determine relevancy and accuracy to searches results. Localisation and Personalisation as mentioned above also provides usage data to search engines.
Page ranks indicates relevancy and credibility of a site to search engines.
PPC (Pay per click) campaigns are paid advertisements that use keywords to display to particular searches.  PPC aids in SEO as it increases traffic to your website.
Long tail keywords/phrases are niche terms that are very targeted and have very little competition.  These terms are great to use in PPC campaigns as it minimizes bounce rates and maximizes conversion rate i.e. cost per conversion.

5 areas of Search engine optimization

Search Engine Friendly website structureSearch Engine obstacles include technical issues or barriers such as flash sites or excessive image displays etc. that make it difficult for search engine spiders to crawl or index a website.
Also the competitive nature of the internet as all marketers are racing for top rankings.

Well Researched list of keywords and phrases
Keywords and phrases are the most important aspects of a website as people will use these keywords to find your site (or not if the effective keywords have not been used).
Consider the words or key phrases that your particular audience would use to find a site with your products/information/services.
Consider using key phrases that have a low search volume but high relevancy to your particular site with regards to competition and likelihood and value of conversion.
Research can be done using keyword research tools that can be found online such as Google Webmaster Tools.

Content that is optimised to target researched key phrases

Content is the most important and powerful part of a website.  Researched key phrases should be used to optimise search engine results with targeted and relevant copy writing to ensure that searchers using your key words find your website in their search results.
Strong key phrases should be used in your title tags, header tags and meta tags and descriptions.  Images should be optimised using “ALT” tags to describe and allow search engine spiders to “read” your images.

Link popularity
Links allow users and search engine spiders move from one page to another or one website to another.
Links also serve to give your site credit or votes.  Every web page that links to yours will give it more credit and validates relevance and credibility.  Take into account that not all links have the same “weight”.  Links from trusted or high ranking websites give your site a higher boost than links from unranked pages.
Therefore use relevant and link worthy content, blogs or create useful tools on your site that is worth talking about and spreading.  This is called link building.

Emerging Trends
SEO is a very young term and practice therefore it is still rapidly and constantly evolving and becoming more complex.
Search Engines use location and personal search to determine which of the masses of data available would be most relevant to that particular user.  Search Engines would use data given to them by the users or data gathered from users behaviour and history on which sites users visit more frequently.
Search Engines then use this data to give users the most relevant results and to ensure users find what they were looking for on the first result pages, therefore ensuring the visitors return to their search engine for information.

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