Products and Information

The internet is a great resource for people looking to buy things, and those are the people you want to target. There are also millions of people searching the internet for informational reasons. These people aren’t interested in buying, they’re just looking for information. They could be working on a school project, doing industry research, or trying to settle a bet. These people make up a percent of the people searching for high-volume keywords, and because of this, these keywords often do not convert as well as “long tail” searches.

Not Just Getting Found – Getting Found by the Right People

Long tail terms do not get the same amount of traffic as head terms, but they typically convert better. This is because they’re more targeted towards people interested in purchasing products. For example, the phrase “Samsung 25 monitor sale” may not have many searches, but you know if you rank highly for that term and your price is right, then you’ve got a sale.

Everything has a Purpose

This is why it is important to target and develop long tail rankings; the two (long tail terms and head terms) work together to help develop website visibility and web presence. Head terms are great for bringing in traffic, while long tail brings in those who are willing to buy. By getting them both, you can really start to see a difference.

Your website is your business’s home online. When you are designing your website and establishing yourself online, you want to make sure you’re building value for your business. SEO is a great way to give your website more value. Along with time, SEO can give your website and business more expose and breadth than you would have considered in the beginning.

What about PPC?

PPC is good for a number of things. One of the best things PPC can do is give your website a quick shot of traffic. The downside is that PPC doesn’t build value for your website over time. When you cut off your PPC budget, your website goes back to where it was before you started your PPC campaign.

Long-Term ROI of SEO

One of the best reasons to use SEO to develop your online visibility is because it builds long-term value for your website. Even though constant SEO development is recommended for best results, if you need to take a break from SEO for a couple of months you won’t lose all your traffic. This makes the potential ROI of SEO great, but hard to measure.

Over the past year we have been working hard on a custom built SEO tool. This tool was designed to make it easy to give any website a quick SEO review, as well as give you an idea of where the website stands compared to other websites. We understand that this isn’t the first time this has been done. There have been other great SEO grading tools including SEOmoz’s Trifecta and the more recent Woorank. The reason we had to make our own is, being an SEO company, we needed something that fit to our methodology and could provide an accurate estimation most of the time.

Choosing The Metrics

We first made a list of all the on-page and off-page ranking factors we could think of and slowly started picking and choosing the ones that would not only have the most impact but also analyze the most information at once. For example the reason we decided to include analyzing the use of header tags in our tool is because after research we found that most user/search friendly websites used them to organize/break up their content. Yes using bullet points, strong tags and other HTML tags is important but we found that by analyzing too-many on-page factors could distort the off-page vs on-page weights and slow down the tool. After testing many different ranking factors we where finally able to narrow it down to 11 that we found to be extremely useful and influential when determining the SEO effectiveness of a site.

After we determined the factors we also had to determine which tools we would use to collect the data. For example; we analyzed a few backlink analyzers till we found the one that gave us the most accurate information (majesticseo.com). Though other tools gave us a few neat features, we found that most of the time their link index wouldn’t be accurate for most websites in-need of SEO.

The Result: SEOzio.com

Well let me get to the real point of this post. After months and months of testing, getting the opinions of other SEO consultants and development, we are proud to announce the first edition of SEOzio, an SEO tool that measures your website’s strength and rates it based on trust, popularity and optimization. We hope that you find this tool useful and please don’t hesitate to give us your feedback.

Organic Search Engine Optimization (SEO)

Pros:

• Long Term ROI – Typically with organic SEO the work will continue to increase rankings for months or even years after the campaign is ended. Meaning you will have a long term ROI.
• Compounded Interest – Google will continue to give more credit for links that have been linking to you for a longer time meaning the longer a back link is pointing to your site the more authority it builds and the higher you rank even if no more work is done.
• Increase Traffic Without Budgets – With PPC you must spend money to receive more traffic while since organic SEO has a longer shelf life it adds more traffic every month even though the budget doesn’t change.

Cons:

• Longer Time to See Results – While organic search engine optimization takes lasts longer then PPC it also takes longer to see an increase in traffic.
• Larger Upfront Investment – While PPC can be started on a shoestring budget organic SEO typically has a higher point of entry.
• No Guarantee – Because you are not simply buying advertising you don’t know how many clicks or impressions you will receive.

Pay Per Click (SEM / PPC)

Pros:

• Instant Traffic – Since you are purchasing advertising you will notice traffic within minutes of activating the account.
• Split Testing – You can split test several ad copies to see what add copy converts better.
• Better Tracking – PPC campaigns typically have better tracking where you can track each campaign to the penny and get very accurate estimates on CPL (cost per leads) and CPA (Cost per action)

Cons:

• No Long Term Benefits – While campaigns to show results quicker there is no long term benefit to running a SEM campaign. When the money stops so does the traffic.
• Smaller Audience – The search engines clearly mark their sponsored listings and many people do not click on them because of this. This means you are hitting a much smaller audience then organic SERPs (search engine result pages)
• Click Fraud – Because search engines also buy traffic from other sources there are many cases of something called “click fraud” which basically means you pay for a robotic to click your link but shows as real traffic.

Of course these are just a few of differences when comparing organic search engine optimization to pay per click optimization but should give you the basic idea of the main differences. In order to find what type of internet marketing campaign would work best for your company you should contact a respected internet marketing company that can analyze your goals and give more in-depth advice.

“While this may not seem obvious to the casual search engine user the logic is actually very simple. It’s impossible to quickly build hundreds of quality back links to your site. While anyone can optimize their meta tags, title tags, or even body copy there is no quick way to get links from other sites to yours. Of course there are a lot of spam techniques (spamming blogs, reciprocal link building, bogus comments on guest books) search engines are constantly developing algorithms to catch these black hat techniques and If caught – you could face heavily penalization or evening being completely banned from search engine results.”

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Here’s a Video of Phil Presenting on this Topic this Past Summer;

In the last year or so, I’ve witnessed what I consider to be unethical business methods, the problems that arise from those practices, and some other damaging but easily avoidable pitfalls. By avoiding the following mistakes, you can turn around your online marketing efforts and see an immediate impart on your bottom line.

Continue Reading.

Eyeflow Project Manager, Chris Hornak will also be leading a discussion on recent Google Updates. This will be a great opportunity for advanced SEO professionals to join in the discussion as well as beginners to ask questions and learn more about the internet marketing industry.

The last meeting in November was a big hit and we look forward to seeing some new and old faces. The seminar is free so please remember to RSVP.