How good is Google. I mean seriously it's probably the best thing out there. When you don't know something, who's the first "person" you ask ? Definitely Google. It simply has every thing you are looking for. But how do the best websites always end up on the top of the page? Google is the Google for a reason. They have developed a
ranking algorithm which sorts through the millions of web pages and ranks them from a few categories. These include the location and frequency of the keyword you search, content of the page, quality and relevance and more. By sorting through these it allows for the most appropriate web page to top the list. Very smart and simple. But we as digital marketers are continuing to progress how we market out products and have started to used a structured approach where companies can increase their position of their website. This is done through
Search Engine Optimisation. The way companies do this is by increasing the amount of keywords will be present in their websites therefore increasing the likelihood of it being more relevant. As customers are already actively searching for the specific keyword this shows to have a intent to purchase.
Another approach to marketing through search engines includes paid search marketing. This is when a fee is charged to the advertiser every time the ad has been clicked, otherwise known as
pay-per-click. Ads are positioned by both the person who pays the most and how quality the ad is to the consumer considering click-through rates and relevance of the keyword. This is definitely an expensive marketing technique and very competitive because bigger companies can just pay more to have their ads higher than smaller businesses.
Search engine optimisation and paid search marketing both have advantages and disadvantages but provide another platform for marketers to communicate through. It also promotes the creation of quality content of companies in order for their websites to appear higher on the website ranks as more of the keywords match so I think this is a positive marketing technique.
What are your thoughts ????? Let me know on the comments below ↓ ↓ ↓
Great post Kaan!
ReplyDeleteSearch engine optimisation really is a great technique for marketers and businesses to communicate and get the exposure needed. Taking the advantages and disadvantages into consideration, which approach is better to adopt by smaller or start-up companies? pay-per-click or the 'organic' way of SEO? Or a combination of both? Love to hear your thoughts!
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DeleteHey Carmen, thanks for the comment
ReplyDeleteI think smaller companies would benefit in the long term by using search engine optimisation techniques as this focuses on creating genuine, quality content to aim for higher rankings whereas these new companies wouldn't have the capital to have high ranking paid search ads.
Hey Kaan, i definitely think search engines and google as a whole is one of the best ways to market a business. However it may be difficult for small businesses to break through and get a high search ranking if there are already big businesses in the same industry. What are your thoughts on this problem? Should these small businesses still aim to improve their search rankings or use their efforts elsewhere like social media ads? Let me know what you think!
ReplyDeleteHey Weibin,
DeleteI think it is vital for small businesses to invest their time into search engine optimisation as it is an "organic" way of increasing your website page ranking. This is of course done by putting out valuable content to the consumer. So yes to search engine optimisation and maybe later down the path for paid search marketing.
Really enjoyed your blog Kaan!
ReplyDeleteI think SEO is really beneficial to not only business' to market their products but also consumers as they get more optimized results when searching for a product. However with paid search marketing the results at the top may not be the best products suited to the customers needs and therefore doesn't provide as much real value to consumers.
Yep ! definitely agree. It's hard to compete with paid search marketing techniques against bigger businesses because they have more money to invest, however SEO is good for both business and consumer.
DeleteThanks for the comment :))
Hi Kaan,
ReplyDeleteYour post explained these concepts very clearly. Until recently I actually had no idea what SEO even was.
Advertising it is a huge investment for any firm, whether SME or a huge multinational corporations, and as the saying goes, “You’ve gotta spend money, to make money”. Even though as you point out that smaller companies can be disadvantaged, I agree that the Google algorithms ultimately try to reward those that invest in genuine, appealing content. I think that any business big or small would be silly to not consider investment in various digital advertising mediums that you mention.
Catherine :)
Hey Catherine :)
DeleteThanks for your comment. Businesses of any nature should definitely consider investing into their SEO strategies as it plays a huge part in defining the success of your company.