Internet Seo Blog

Search engine optimisation achieves results in a number of ways. There are techniques implemented throughout a site, and moves made outside of the site, which add up to boost the site’s ranking. No one technique can work on its own. Every site requires several approaches to its SEO to succeed.

This multi-faceted approach can benefit your business in more ways than one. While it’s true that the main goal of SEO is to draw traffic to your website, implementing various off-page techniques spreads the word about your business itself. The benefits come from achieving saturation within your niche in your industry.

Market saturation has been used by businesses as a marketing strategy ever since markets were first discovered. In marketing speak, ’saturating the market’ is when you put your message before as many people as you can. Big brands most often use this method, combining television advertisement slots in prime time with prominent sports sponsorship, street advertising and magazine and newspaper ads to ensure that their target customers can’t get away from the marketing message.

The approach to market saturation online is necessarily different. For big business, it involves a combination of paid advertising and press garnering, using the online equivalents to their real-world approaches. It’s not usually cost-effective for smaller businesses to take this approach. There are ways that you can take advantage of the benefits of saturating your market on a smaller scale.

The way to achieve this is to aim for control of as many places for your keywords as you can. For most businesses, control of the first page of their brand’s keywords is already part of their SEO strategy. Achieving control over the top ten positions for your brand in the search pages is a good way of managing your reputation, and handy if you ever encounter bad press. If reputation management is not already part of your SEO strategy, it should be. You can talk to us at SEO Consult about working reputation management into your SEO plan.

Competition is obviously stronger for keywords that aren’t directly related to your brand. After all, most businesses struggle simply to achieve a high ranking for their own site, without trying to control multiple spots. However, you should be aiming for a mention on multiple spots for your keywords in any case as part of your inbound links strategy.

Achieving control over more than one spot in the rankings doesn’t have to be the ultimate aim of your SEO plan, but it is a good idea to take it into account. In statistical terms, for every search, there are over twenty links for a user to choose from. Every time you get control over another link, it increases your chances of being clicked on. Not only this, but the more times your business appears at the top of results, the more likely it is a user will deem you the most relevant to their search. This increased opportunity is certainly worth the effort.

Article source:
Saturating The Market: Strategic SEO

“PPC is very agile. It’s also has targeting advantages,” said Churchill.

For targeting, she says PPC provides opportunity for high visibility in multiple channels (search engines, content sites, mobile phones), expands results beyond search results, and gives you control over placement on SERPs and better control over landing page/message.

It’s often easier to sell PPC to management because the concept is similar to traditional advertising, and provides for direct accountability. It’s easy to track measures of success. It’s an effective way to drive qualified traffic to your site, and it allows you to expand your opportunities.

Karen Weber Weber says the top five reasons why “PPC rules,” are: speed, flexibility, it’s unlimited, it’s goal-driven, and it’s controllable. You can quickly manipulate keywords to those that drive conversions, you can quickly change bid prices, and you can quickly get in and out of the market. You can turn your campaign on and off, and change ad copy, keywords, etc. You can target a much wider range of keywords, adhere to a budget, and have an immediate impact on sales.

Fishkin pointed out that PPC gets 10% of clicks, but 90% of spend. He said SEO is more challenging and less controllable, but the spend is there and the fact that people click organic results.

Gray said he believes that PPC could make SEO better, but Google is banning people now, so it makes things more challenging. Naylor said he believes SEO is more “open.” Weber and Fishkin both said they would outsource PPC over SEO.

Michael Gray Gray said it’s important to get in the top during the early part of the research phase, especially since Google is personalizing results for everyone now. Churchill noted that Google’s personalization is a better argument for PPC. Like iEntry CEO Rich Ord recently noted, the addition of personalized results could “make people less reliant on organic search results for their traffic and in turn increase their use of Adwords.”

Another point was brought up as we recently discussed – that the search engines are pushing organic listings down with mixed media (blended, universal) results.