
Search engines present an opportunity for businesses which wish to claim part of the search rankings for themselves. Nevertheless, they do not make it easy to work with them. It is the reason why they update their crawl algorithms frequently and alter the search display from time to time. These tactics do not usually favor the small business which tries to gain an advantage by targeting local hits. Paid ads dominate the prime real estate on the first page of the seo.search engine ranking page.
The user of SEO has become so burned by
marketers who wish to cut corners using black hat strategies and link building schemes which is why
Google does not make it easy. One cannot blame them for doing so: they also want
to keep their customers satisfied.
Unless the site appears on the first
page of the SERP, then there is not much the business will gain. A small
business wishing to make a name for themselves will have to look elsewhere for
help. The chances are that they do not have a sufficient budget to compete with
other high-ranking companies dominating the search results with organic
traffic.
The Customer Success Manager of Semalt
Digital Services, Ivan Konovalov, illustrates in the article how to blend the
right SEO, with the pay-per-click advertising, and targeting local search to
beat the competition as well as the search engine changes.
Pay-to-Play Search Strategy for Small Businesses
Pay-to-Play Search Strategy for Small Businesses

For people that consider search
marketing relevant to their firm, they must pay to play if they are to see any
results. Mobile devices take two scrolls to see organic results. Pay-per-click
advertising is therefore not the best way to go about marketing for small
businesses. In addition to this, it takes a lot of time and resources before
one can experience any meaningful traffic, especially if the competition is
stiff.
The solution is to combine a little of
SEO, some PPC, and a tinge of local flare which ensures maximization of all
efforts and results. The following steps explain how to do this:
#1 Review the Data
Make sure that all the keywords in use
are up to date. Take advantage of the internal search keywords form the
website, and those reported to rank high from Google Analytics, and other tools
like Search Console, and Adwords. Using a tool like
SpyFu, compare how these keywords rank against reports from the industry
trends.
#2 Determine Budget
The average cost-per-click informs on
how much one will spend for the campaign.
#3 Get Local
With the information gathered about
keywords, merge it with local indicators for every region that the business
serves. Using the paid ad campaigns:
- Create
targeted ad groups for each location
- Include
keywords unique to a given location
- AdWords
callout extensions which include the keywords
- Write
compelling ad content that only the locals would understand
- Include directions
Run local PPC to see what works for
organic traffic, and that which works for paid SEO. Having the robust set of
keywords, it becomes easy to mix them up for the ones winning for paid, and
organic.
It is not the budget of the company
that determines how a small business will rank on the SERP. Instead, using an
effective strategy that includes SEO, PPC and optimizes them both ensures a
position at the high rankings.
Tidak ada komentar