The Internet is a fibre society, governed by a schedule of mathematical algorithms. In this 3 part series, we will be exploring the advantages and disadvantages of Internet advertising favourites, SEO and PPC.
Organic Planet – Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO), is a long-term investment. It uses a combination of keywords, link building, content management, tagging, blogging, and CSS/HTML structural tweaks and includes cool things, like Google Places. SEO is also best practised using “white hat principles” (black doesn’t go with everything on the internet). You can find the organic rankings listed between the yellow sponsored box, on the top and bottom of the page.
In the beginning, your SEO campaign is a mere speckle, surfing the Google tide pool. It will take time to establish itself, attracting organisms to assist in its evolution (web crawlers) and spread the seeds of wider development. Over a period, it becomes a robust environment, confident in its own species and landmarks (content, website development, backlinks, SEO techniques). The Google Masters lend currency to your site; promoting its relevance to search traffic, depending on the query. Your tiny ecosystem eventually becomes a nation to be reckoned with.
There are few things better than establishing a cost-effective online micronation, from the kernel of ideas to a fully-fledged participant in the Google universe. If you are not sure about nurturing your own slice of the internet, take a look at the following bullet points to tip your mind.
- Longevity. An active SEO campaign does not expire overnight when funds dry up; its growth can be exponential, building upon established results. It is not reliant on in-your-face advertising; it is driven by referrals and networks established online, using word of mouth and a consistent brand name.
- Cost-Effective. SEO is a long-term development and its dividends pay off after several months. Think of SEO as word of mouth for your business. The more raving fans you have, the less advertising you have to pay for.
- It can take time. Those looking for immediate traffic right now are PPC/Adwords contenders (coming next month).
- Algorithm changes. Google is constantly changing the way they consider a well-ranked website. What worked for you three months ago may crash your results tomorrow. Like any natural environment, SEO is prone to changeable events. The good news? Diligent management can mitigate failures and see you through hard periods.
To find out more about the advantages of SEO, Eightball Media offers a free 60-minute info session on the benefits of SEO and Internet Marketing. Tune in next month for information on Google Adwords and drop into the world of Pay Per Click advertising.