Thinking of Dumping Your PPC Program? 4 Common Misconceptions…

Clearing up the Misconceptions around PPC

Have you considered using Google or Bing pay-per-click – PPC – to market your business online but are concerned PPC won’t work for you? Perhaps you’re already using PPC but feel you’re not getting the hoped-for results and are even thinking of dropping your PPC campaign. Before walking away from pay-per-click altogether, make sure you fully understand the power behind PPC and the results you can ultimately achieve. Don’t be swayed by negative opinions about PPC, but rely instead on the factual information and data only a professional PPC administrator can provide. Here we clear up a few common misconceptions around pay-per-click advertising and provide a fresh perspective on how to eye your PPC to further attract customers and grow your business.

True or False: PPC is the only form of advertising your business needs.

False. Pay-per-click is good and can get results, but it should not work in a figurative silo. Only when PPC is combined with one or more other forms of advertising you do in other marketing channels will you see real results. When you promote your business in other channels, such as through SEO, social media, in print, or on radio or TV, you gain name and brand recognition. That way, when a new or existing customer is searching online for the services you offer, the chances of that customer seeing your ad and clicking on it are improved. Decide on the types of advertising that work best for your business, and combine these with a properly run PPC program for best results.

True or False: SEO alone is more cost effective than PPC and can return equally good results.

False. While it is true that SEO may cost less to run and manage than paid search/PPC, in the larger context of advertising and ROI, it doesn’t. That is because PPC serves to support your SEO programs and, just as PPC should be combined with other forms of advertising to maximize results, PPC should also be used strategically to enhance the return on your SEO investment.

A business that is looking to cut expenses and trim their advertising budget may target PPC because they perceive the cost is too high when compared to what they pay for an SEO program alone that provides organic search traffic. But when they look more closely at how paid search is working in concert with organic search results, direct traffic, local listings, and other advertising channels, they cannot help but see how they all support each other. If any one piece of the advertising pie is removed, you can most surely expect to see decreased click-throughs, calls, traffic, and other results.

True or False: PPC is expensive when compared to the cost to acquire a new customer.

False. This myth can be quickly and easily debunked when you step back and look at the entire customer life cycle. Business owners understand they need to first reach a potential customer, then acquire the customer by bringing them to the company website or store, then convert the person into a paying customer, then keep the customer beyond their first purchase and hope they become a loyal partner and advocate for your business and your brand.

None of this happens by accident. In fact, PPC helps at every step of the customer life cycle and your paid search expense is offset by the overall (lifetime) value derived from each customer. This, of course, assumes your PPC program and SEO campaign are well organized and properly run to work in conjunction with each other. When your company’s relevant information appears in different places in a web browser, and SEO gives you solid results from organic searches and click throughs, you will more than compensate for, and validate, your PPC expenses.

True or False: Once I establish my PPC campaign, it will run itself.

False. For a PPC campaign to be successful, it must be logical, organized, based on well researched keywords, and relevant to your target market. Campaign management is also important to track performance and make changes based upon user activity (or lack of activity).

Beyond these pay-per-click advertising must-haves, business owners can leverage PPC in other ways that also drive targeted traffic and spur growth for their business. Consider the business that sets up a PPC campaign based on a particular product or product line they sell. With some creative thinking (and help from a digital marketing professional), that business could consider offering new products and services that are related to their original line, and take advantage of the existing PPC account structure to bring in new customers or entice existing customers to buy more.

An effective paid search advertising campaign ensures that a company’s online marketing message lands directly in front of the company’s target audience and gets them to click on the ad. Paid search and pay-per-click advertising is not going away any time soon. This type of digital marketing has proven effective and lucrative for businesses who fully understand and are engaged in how their campaign is set up and run.

If you’ve been struggling to understand how PPC works or would like to know how well your pay-per-click ads are working for you, talk to a professional. Perfexion, Inc. is a professional web design and development company located in the Philadelphia area that understands everything you need to know about PPC and internet advertising. We specialize in helping clients maximize their return on every internet advertising dollar they spend.

We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in optimizing our clients’ web content and ensuring their sites perform to the best of their ability. Contact us today to arrange an initial consultation.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Blog Writing

How Blogging Can Work for You

The term blog derives from the word weblog, which originally referred to a personal online journal in which a writer documented activity, reflections, thoughts, etc. Over time, the word weblog shortened to blog, and the meaning expanded to include information and commentary that a business uses to market or promote itself, develop brand awareness, establish itself as an expert in a specific area, and remain relevant and active in front of followers, customers, even the public in general. Blogs are chronicled on a website and usually link to articles and information contained on other websites.

Blogs can be a powerful information source for those who follow and read them. For those who write and post them, the intent is to attract traffic to a company website and convert followers into buyers. Marketing experts and web developers understand just how good blogging can be for a company’s bottom line. Their objective is for blogs to rank high in Google searches, which also increases a company’s web presence and visibility.

The key to achieving these results lies in using and applying search engine optimization – SEO – properly and consistently when blogging. Keep in mind the following tips to help your blog content get ranked higher in Google.

Keyword optimization

First, research which keywords are best for your blogs, then incorporate them into your blog content. Use keywords in the title of your blog, and place one or more close to the start of the blog title. Use keywords strategically and naturally throughout your blog article; overstuffing an article with keywords is artificial and can backfire.

Use keywords in subheadings

Different sections of a blog article should have their own heading. These subheadings should also contain the keyword or key phrase.

Enhance content readability

How easy is the content of your blog to read and understand? Unless your industry or subject matter has complex jargon, it is always better to keep your writing simple. Online apps are available to assess the readability of your content. These apps will indicate if your content contains complex or confusing phrasing, unnecessary words, or if you have written in passive, rather than active, voice. Experts recommend keeping the reading level to a 6th to 8th-grade level.

Keep content relevant and optimized

Google loves quality content and ranks blogs containing quality content higher in search results. What is quality blog content? Content that is usable, informative, helpful, and fully detailed. Lengthy content is always better if you want to improve search ranking. Article length should be over 1,000 words, but over 2,000 words is even better.

Keep blog content updated

Since Google prefers to present search results with the most up-to-date information possible, by updating the content in your blogs frequently, you improve your ranking in search results. Simple updates are all that is needed to achieve the desired results within Google.

Link to other articles, link internally, and be shareable

When your blog contains links to other articles, you establish a relationship with the owners of those other articles, which can lead to a reverse situation in the form of backlinks to your article – great for improving search rankings. In addition, linking from your blog to other pages within your own website can help rankings, as does including buttons for readers to share your content with friends and followers on their own social media sites.

The meta description and URL matter

Have your web manager address the technical elements of your blog. For example, the URL for the blog should contain keywords and be easily readable, rather than present a generic numeric ID. By having keywords in the URL, you help Google find it. Also, make sure the meta description – how the message that describes your blog shows up in search results – is directly relevant to the content.

Your website should be easy to navigate and mobile-friendly

Google likes websites that provide a positive user experience, including those that are mobile-friendly and can be viewed on any type of mobile device. When your website is easy to navigate and users can easily find what they’re looking for, you improve SEO and site ranking, which also helps your blogs rank higher.

Other site technicalities

Ensure the web site where your blog appears loads quickly, contains no broken links, and adheres to the usual web content rules for HTML and CSS coding.

Do you have what it takes to write your own blogs?

You might be an expert in your industry and an excellent writer, but if you don’t follow the guidance contained here, your blogs could go unseen and your blog efforts wasted. Professional web developers, marketers, and copywriters can support your blogging and SEO efforts to improve the web rankings of both the information you post and your website.

Our Philadelphia-based web development company Perfexion, Inc. can help. Our team of professionals specializes in optimizing clients’ web content and enhancing their website rankings across all search engines. We are located in Plymouth Meeting just outside King of Prussia and specialize in optimizing our clients’ web content ensuring their sites perform to the best of their ability.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Reasons Why Your Website Has a High Bounce Rate

9 Ways to Improve Your Website’s Bounce Rate

Every business owner should know the answer to the following two questions: What is the bounce rate of my website? What is the conversion rate? If the bounce rate is high, relatively speaking, and the conversion rate is low, it’s time to revisit the content on your website and the marketing strategy you follow to drive people to your site and keep them there.

First, let’s review the meanings of the terms bounce rate and conversion rate. The bounce rate is the frequency with which visitors to your website – the home page or a landing page – bounce away without any type of interaction on your page and return to the site that originally referred them. The conversion rate is the percentage of visitors to your website who complete an action once they are on your website. That action could be buying something, downloading a coupon, completing a contact form to request more information – whatever you want them to do once they land on your website.

A high bounce rate means visitors to your site leave before you are able to convert them. The last thing a business owner wants is for a visitor to their website to leave without first taking time to look around. If you don’t know what the bounce rates are for your web pages, visit your site’s Google Analytics (under Audience Overview) to find out.

Here we look at 9 reasons why your website bounce rate might be high, and how to fix the problem.

High Bounce Rates, Improve High Bounce Rates, Technical SEO
Reasons for High Bounce Rates

If you want to improve your website bounce rate, first make sure you understand what the current bounce rate is, then systematically address each problem and measure improvement as you go. Without a doubt, by improving the bounce rate, you also improve your conversion rate and the ability of your site to rank well in searches. At Perfexion, Inc. we specialize in making sure clients’ websites are technically sound and perform to the best of their ability. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

How to Use Search Console for Quick SEO Wins

How Google’s Search Console Helps You Improve SEO

If you are not already using Google’s Search Console service to monitor how well your website is performing in Google searches, put signing up for the service on your to-do list for today. The intelligence and data Search Console provides is like nuggets of gold just waiting to be mined. Business owners, website managers, and digital marketers, regardless of their level of technical expertise, can use Search Console easily and apply the takeaways they learn to strategically enhance the performance of their website, including increasing traffic and improving conversions.

With Search Console, you can:

  • Monitor website performance
  • Submit content you want crawled for searches and remove content you don’t want the search engine to index
  • See which search queries work best to bring visitors to your website
  • Track and monitor your site’s backlinks (hyperlinks from other web pages to your own website or web page)
  • Be informed when an error occurs on your website, such as a broken link, missing page, or crawl error

Quickly, easily, improve your website’s SEO

One especially important reason to be signed up for Google’s Search Console service is to utilize the intelligence the data provides – those nuggets of gold – to improve your website’s SEO. Without search engine optimization, your website stands little chance of ever showing up in a Google search or getting found.

Improve SEO, SEO Best Practices, Technical SEO
Improve SEO, Google Tools, Improve Site Ranking

The following list provides ways to use those nuggets of information to quickly and easily improve your site’s SEO.

Take advantage of all the functionality Google provides to monitor your website’s performance and see where improvements are needed or things need to be fixed. When you systematically address the technical areas of your website that impact SEO, you both improve the ability of your site to rank well in searches and enhance the user experience across the entire site. The end results are well worth the effort. At Perfexion, Inc. we put our web development and web content expertise to work for you.  We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in making sure clients’ websites are technically sound and perform to the best of their ability at all times. Contact us today.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Home Page Must Haves

Website Home Page Must-Haves

The home page of a website has mere seconds to impress and engage those who visit it. People who visit a website for the first time are usually looking for certain information upfront – information that indicates they are in the right place. When users’ initial questions are addressed right away, they’ll be more likely to remain on the website, look around, and respond to a call to action. Think about what you look for or expect to find on the home page of a website you visit for the first time. Then think about what you do if you are unable to quickly or easily find the information you’re looking for. Chances are, you click away and search elsewhere.

The content on your website home page should inform, build reader confidence in your business, and showcase you as credible and trustworthy. Every business is different, so content will vary from one website to another. But the following nine elements are must-haves for every home page.

  1. Spell out what you do – Inform visitors in simple, straightforward terms exactly what your business does. If the purpose of your business is not immediately clear, people will leave your website and go to one that clearly spells out what they do.
  2. Explain how visitors benefit from using your products or services – Beyond saying what you do, make clear the main benefit (or benefits) your offering provides or the problem it solves.
  3. Client testimonials – Strategically place several customer reviews on the home page, as these highlight your experience and build trust. Testimonials that mention the service you provided and the clients’ satisfaction are all you need.
  4. Awards, recognitions, associations, certifications – These showcase your professionalism and expertise, and give you credibility in your industry.
  5. Overview of service offerings – Mentioning your products and services on your home page and linking them to more detailed information serves you three ways. You: 1) better inform visitors about what you do or sell, 2) make it easier for them to click the link for more detailed information, and 3) help your home page rank higher in search engine results.
  6. Contact information – Don’t hide or bury key information such as your phone number, email address, and mailing address. By providing this information, you let customers know your business is legitimate and that they can easily communicate with you. The footer of the page is where most companies place their contact information.
  7. Social media links – If you also market your business on social media platforms such as Facebook, Pinterest, YouTube, or Twitter, you probably want to get the word out as much and as often as possible. Your homepage should include clearly identifiable icons for each to make it easy for users to Like, Follow, Share, and Retweet!
  8. Images and graphics – Quality images that are unique to your business let visitors know what to expect and go far in building credibility. Use stock images sparingly, and make sure all images are high resolution and sized properly.
  9. Call to action – Decide what you want visitors to your website to do once they’re there. Do you want them to subscribe to your email list? Clip a coupon for the offer of the week? Complete a form for more information? Place a logical and clear call to action for whatever makes the most sense for your business.

A home page should provide upfront information about your business that your target customers most want and need to know. Incorrect or insufficient information either forces the user to click around to find what they want, or worse, causes them to leave the website without looking any further. Even if other pages on your website contain exactly what they are looking for, if the home page is unclear, visitors are more likely than not to click away. And when visitors click away after visiting just one page, the bounce rate for your website goes up.

Look at the home page of your website with a critical eye. Does it contain the information a new visitor needs to understand who you are, what you do, and the value you bring? If not, take time to update the home page to add these critical elements, or hire a professional web design and development company with the digital marketing expertise to make sure the home page for your business makes the best first impression it possibly can.

Philadelphia web design company Perfexion, Inc. specializes in web design and development, including search engine and digital marketing. They are experts at building websites that meet users’ needs and add value to the business they represent. Perfexion thrives on helping clients be as successful as possible. They collaborate closely with you to understand your business and put that information to work in every website they build.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Paid Search

Is Paid Search Marketing for You?

The vast majority of businesses today rely on their company website to promote themselves and their service offerings. Interested people visit a company’s website and take any number of actions: read about the company’s services, fill out an inquiry form, call their toll free number, buy their products, or, if they’re not interested, click away.

The challenge companies face is to get people – potential customers – to visit their website in the first place. If these people know you, they can perform a quick, simple internet search based on your company name. But, if they don’t know who you are or what you do, getting them to your website takes some doing.

Web developers specialize in making sure a website is optimized to appear in search engine results through the use of search engine marketing (SEM) tools such as search engine optimization (SEO). SEO is about making a website appear high in natural, or organic, search results. A user enters a search query using relevant keywords, and receives search results that match the query based on relevance. A website that has been search engine optimized will have taken into consideration all relevant keywords and thus improve their chance of appearing higher in search results – and ultimately being shown to the person looking for their services.

Another way a business can be found on the internet is through paid search results. Paid search is a form of internet advertising – also known as pay-per-click (PPC) – by which a website owner pays for their web page/ad to display when a user performs a search using specific keywords and then clicks on the company’s ad. Different search engines (Google, Bing, Yahoo, etc.) display paid ads differently, but, in general, the ads appear on a search engine results page either above the results of an organic search or set off to the right. Paid search results can be further set apart with other visual indicators such as shading or a border around the ad itself.

The advertising space available on a search engine results page is limited, so advertisers must compete for this space by bidding on how much they are willing to pay if someone clicks on their ad. If an online advertiser bids higher than other advertisers, and their ad is highly relevant to the search being performed, their ad is likely to appear at or near the top of the search engine results page.

As with other forms of SEM, the objective of paid advertising is to strategically increase traffic to a company website and generate leads and conversions for the business. An effective paid search advertising campaign ensures that a company’s online marketing message lands directly in front of the company’s target audience – those who are most likely to buy their products and services – and gets them to click on the ad.

Of course success and effectiveness of a paid search advertising campaign also depends on how well the campaign is managed and monitored. Because a company pays for their internet advertising every time someone clicks on their ad, the ad should be the most relevant it can be to the person viewing it. If someone clicks on a paid ad and is taken to the advertiser’s website, but then immediately clicks away, the relevance of the ad to the person doing the search was not optimal. The goal for a company that uses paid advertising should always be for whoever clicks on their ad to be looking specifically for the very business offering the company provides, so that once the person lands on their website or landing page, they see exactly what they’re looking for.

A business that is thinking of doing a pay-per-click campaign would do themselves a huge favor by consulting with a professional web development company that is experienced in managing these types of campaigns. The expertise that goes into understanding, setting up, and running a successful campaign is usually beyond that of the average business owner. The best way a company can maximize the return on its paid search advertising investment is to rely on an expert to run and manage their campaign. Paid search campaigns require the following, and more:

  • Proper keyword research
  • Well-written, effective advertising copy
  • Analysis and tracking of the coding and tagging associated with the ad campaign
  • A relevant landing page that maximizes the investment on the advertising and conversions
  • Checking for click fraud (fraudulent clicking on the ad)
  • Industry expertise and competitive knowledge (knowing what the competition is doing)

Paid search and pay-per-click advertising is not going away any time soon. This type of SEM has proven effective and lucrative for those companies who fully understand and are engaged in how their campaign is set up and managed. To learn more about how your business might benefit from paid search and PPC, contact Perfexion, Inc. – a professional web design and development company in the Philadelphia area that understands everything you need to know about internet advertising. Perfexion specializes in helping clients market their business using all available online tools. Contact them today to schedule your initial consultation.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Technical SEO

Don’t Let Your SEO Efforts Go to Waste

Any web developer worth his or her salt is an expert at both off-page and on-page SEO. Simply put, good on-page SEO means a website contains content that is optimized for certain keywords and phrases so that the site’s search rankings and relevance to users are improved. Good off-page SEO means a site gains authority and relevance by building and effectively managing backlinks from other relevant, authoritative sources.

All that attention and focus on having just the right on- and off-page SEO will go to waste if the technical aspects of SEO are ignored or improperly handled. The following checklist contains recommendations for achieving the best results in terms of your site’s user experience, search engine crawling, indexing, and of course, ranking.

  • Set up and manage your website’s sitemap: A sitemap informs search engines about how your website is structured. Make sure your sitemap is clean/error-free, updated when content is posted or removed, concise so crawls can be more effective, and registered in Google Search Console.
  • Check the pages on your website that are indexed by the various search engines, including those that have been restricted from indexing, to make sure the number of pages indexed is about the same as the number of pages on your website.
  • Use an SEO crawler, not just robots.txt, to check that every critical resource on your website is crawlable and not blocked from indexing. An SEO crawler performs a more comprehensive check that includes CSS and JavaScript files, orphan pages (those that are on your site but are not internally linked), and more that might be restricted but should not be.
  • Enhance the frequency with which search engines crawl the pages of your website during a specific period of time – your crawl budget. Google statistics provide the average number of times the pages of your site are crawled daily, and from that you can calculate your monthly crawl budget. Use that intelligence to maximize the crawls that are being performed. How? By removing duplicate content, restricting indexing on pages that don’t support SEO, making crawling more efficient by adding URL parameters, and fixing broken links and redirects.
  • Audit your site’s internal links to make sure the structure of your site is both logical and shallow. For example, check to ensure your site’s important pages are reachable within three clicks of the homepage (the depth of your pages). When fixing broken links, look for those that could be hidden in link tags, sitemaps, and HTTP headers. Address linking on orphan pages to make it easier for visitors and search engines to find them.
  • Audit your website for HTTPS issues that could affect your site’s ranking. Check the different types of content on pages you believe are secure; if you have mixed content, it could be coming from an HTTP connection that is not secure which, in effect, makes your page less secure and can even stop a browser from loading it altogether. Make sure all the links, redirects, and canonical URLs point directly to HTTPS pages to reduce/eliminate the number of unnecessary redirects, which make a website appear slow and eat away at your crawl budget. If your site is still HTTP, consider migrating to HTTPS, given that Google uses HTTPS as one of its ranking signals.
  • Make sure your site’s pages load in two seconds or less. Google factors speed when ranking a site, and a page that loads quickly and efficiently provides an optimum user experience as well as improves your bounce and conversion rates because users will be less inclined to click away from a page that has loaded quickly.
  • Prioritize the mobile friendliness of your website and perform an in-depth audit of the site. With search queries from mobile devices on a steady rise, Google is planning to change how it indexes website pages. They will soon begin indexing mobile versions of websites first, rather than their desktop versions. Google provides a mobile-friendly test that lets you check a variety of criteria such as text size, plugins, how pages are viewed, and more. The key is to perform the test on every landing page of your site, since Google determines mobile friendliness on a page by page basis.
  • Just as you need to restart your computer for software updates to take effect, you should have search engines re-crawl your website to make sure fixes and changes you make to your site go immediately into effect. You can submit requests to Google and Bing to re-crawl and re-index on a URL basis or on your entire website.

By systematically addressing the technical areas of your website that impact SEO, you both improve the ability of your site to rank well in searches and enhance the user experience across the entire site. The end results are well worth the effort. At Perfexion, Inc. we specialize in making sure clients’ websites are technically sound and perform to the best of their ability.

Note: Thanks to Link-Assistant.com (https://www.link-assistant.com/news/technical-seo-audit.html) for the valuable tips presented here.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Website Issues and Website Ranking Concerns

Website Issues – Technical SEO

Top 5 Website Issues

You’ve spent hours building and setting up your website. It’s finally done. You set up analytics to track how well your website performs. At the end of that arduous journey, you even give yourself a pat on the back as congratulations for your accomplishment. Unfortunately, you’re the only one passing out congratulations. Why? Because the average user finds the aesthetic presentation of your website unattractive and the organization and information lacking. Along the way, you failed to treat the design and development of your website the way you would build and design a bricks-and-mortar store.

A user’s experience on a website should be every bit as good as a customer’s physical in-store experience. Customers and potential customers who walk into a store off the street should feel welcome and be able to find what they’re looking for quickly and easily. If the products in your store are set up willy nilly on the shelves, sales people shout out to you from opposite sides of the building, and dust bunnies float around your ankles, chances are good you are going to turn around and walk right out. The same holds true for your website. One mistake on your site is all it takes to destroy credibility in your business and can keep a user away for life.

Most people have heard the phrase “Build it, and they will come,” and understand the meaning it espouses. But, the phrase “Build it well, and they will come” more correctly promotes the analogous idea that a website must be done well for people to not only come, but to stay and conduct business – shop, buy, call, contact – whatever you want them to do.

Most people look at a variety of websites on any given day, whether on their phones, their laptops, or their tablets. Most of these same people don’t give the websites they view a second thought because these sites look nice, feel comfortable, and function properly. The user achieves whatever it is they went to the site for in the first place. In a word, their user experience is optimum. And when user experience is good, the website’s bounce rate – the rate at which users leave a site after visiting just a single page – is low.

What do good websites have (or do) that bad ones don’t? Because your website is your virtual store, ease and convenience of use are not all that matter. Consider the distinct aspects of your website’s design and development, and how they might affect a user’s decision to stay or leave. By addressing these appropriately, you ensure visitors have the best possible experience and will want to keep coming back for more.

Top Website Issues

Top Website Technical Issues, Technical SEO
Top Website Technical Issues, Technical SEO

The design and function of your website is just as important as the information your site provides and the products and services you sell there. Professional web designers and developers are trained to build websites that appeal visually, function appropriately, attract users, and keep bounce rates down. Don’t jeopardize the profitability of your business by building your own website and missing the mark on any of these key details.

Philadelphia web design company Perfexion, Inc. specializes in web design and development, including monitoring and managing the performance of clients’ websites. They are experts at building brands and all types of online marketing. Because they thrive on helping clients be as successful as possible, they collaborate with you to understand your business and build a website that targets your ideal customer and increases relevant traffic.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

Understanding Search Engine Marketing

Online Marketing: What Is SEM?

Search engine marketing – SEM – is a form of internet marketing in which an online business purchases ads on a search engine such as Google, Yahoo, or Bing, with the goal of increasing traffic to its company website. SEM can be a highly effective and valuable strategy in support of a company’s digital marketing efforts because SEM lets advertisers place their marketing message directly in front of their target audience.

The real power behind SEM is that a company’s ad appears in front of their target customer at the very moment the customer is the most motivated to buy – when they have just performed a search for whatever it is the company is selling or promoting. SEM can also be highly effective when used in conjunction with social media outlets such as Facebook, YouTube, and other online apps.

SEM Paid Advertising

SEM is also known as paid advertising, pay-per-click advertising, keyword advertising, and targeted advertising. The advertiser bids on specific keywords that an internet user – the advertiser’s target customer – might enter when performing a search for a particular product or service. Then, when a search query is performed using those keywords, the advertiser has the opportunity for their ad to appear on the search engine results page (SERP) along with the search engine’s other results.

These paid or sponsored ads can be text-based or they can be more visual and provide potential consumers with information they likely find most useful upfront, such as customer reviews and price. Ads appear alongside other search results on a SERP and are identified as such. Sponsored ads can appear above the list of search results at the top of the page, or they can be located along the right side of the page.

SEM works in combination with search engine optimization (SEO), which involves managing a website’s content and behind-the-scenes site architecture with the objective of improving the website’s ranking and visibility in search engines and on SERPs. Understanding SEO and applying it correctly and wisely is critical to the success of any SEM campaign, since success is determined by how well you, or your web developer, selected and bid on keywords to be used in the paid ads.

Different search engines refer to their paid advertising programs differently. For example, Google’s service is called Google AdWords and also Pay Per Click (PPC), and Bing’s service is called Bing Ads. Google is, by far, the most widely used search engine, but the benefits derived from paid ads through any available search engine are generally the same.

Benefits of SEM

Through search engine marketing, businesses can:

  • Gain new website traffic and improve click-through rates, as paid ads help attract more potential customers – Well-managed ad campaigns rank well in search engine results, which means a company’s ads can appear directly in front of their target consumer at the moment they are searching for the company’s products or services.
  • Trust that the web traffic they receive from paid advertising will be highly qualified – Consumers who click on a company’s ads are looking specifically for what they offer.
  • Set their advertising budget, then pay only when a consumer clicks on the ad.
  • Reach mobile customers anywhere, anytime – Ads appear when customers are out searching (that is, shopping) for the very products or service a company offers.
  • Paid ad campaigns are flexible and can be customized – Target consumers by: geography, gender, remarketing, age, day, whatever aligns with the advertiser’s needs and budget.

SEM requires close attention to know what is, or is not, working. Web developers continually test, monitor, and adjust ads to ensure each ad investment returns the maximum results. They track keyword performance and make real-time adjustments if something is not performing as well as expected.

Web Development SEM Support

Web developers and digital marketing experts should work with businesses to ensure the SEM services they provide will generate results. Web developers should:

  • Consult with and analyze the business – And the competition, and fully understand the business’s target market.
  • Gather the business’s detailed requirements – In terms of the goals for each ad campaign, the maximum budget, and the expected results.
  • Research keywords – With proper analysis, a developer can come up with a list of optimum keywords the company’s target audience might use to search online for the products and services they offer.
  • Properly align budget with each ad campaign – Advertisers often have multiple bid strategies with different amounts of ad spend for each.
  • Place ads and monitor results – Ad testing, monitoring, and adjusting is mandatory to ensure the best results and maximum return on each ad investment.

SEM Goals

The goal of SEM is to increase and enhance a company’s visibility and relevance to targeted users – both customers and potential customers – with the purpose of increasing web traffic, improving conversions, gaining additional qualified leads, and ultimately growing profits. Perfexion, Inc. provides search engine marketing services including establishing and managing pay-per-click campaigns. They specialize in online marketing and understand what is needed for SEM to perform at optimum levels and provide a positive return on every client’s PPC investment. We are a Philadelphia based Search Engine Marketing, web design and development company located in Plymouth Meeting just outside King of Prussia.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO

SEO in Non Techy Terms

What is SEO? SEO Basics

Search Engine Optimization – SEO – is a tool used by web developers and digital marketers. Its purpose is to enhance the visibility of a website or web page in search engine results so that, when a user performs a search using their preferred search engine – Google, Yahoo, or Bing – the website or information the user searched for appears at or near the top of the list on the search engine results page, or SERP.

When a user performs a search, they enter a word or series of words in their search engine’s search box and wait for the search engine to provide its results. The words a user types are called keywords, and users generally know the keywords they type should be specific, rather than general, to get the best results from their search. For example, if a user enters the word “sweater,” they’ll receive hundreds of billions of results. But, if they enter “fuchsia cardigan sweater under $20 in size 8,” the number of results returned decreases considerably.

This type of search query is called a natural search, and the results returned are called organic or unpaid search results. In a matter of seconds, or split seconds, search engines process through billions of entries in their index and return results that are the most relevant to the search terms used. They analyze the keywords entered as well as the larger context of the query to match these with websites, web pages, etc., that are useful, informational, and relevant. These results are typically listed on the left-hand side of the search engine results page. Websites and webpages with a well-organized, well-managed SEO strategy have increased chances of appearing at or near the top of the list on SERP.

SEO Algorithm & Strategy

Early on, SEO relied on the repeated use of keywords and links in web pages. Copywriters crammed pages with keywords to the point the content was both awkward and poorly written – all in an attempt to outsmart the likes of Google. In time, search engines saw what was happening and updated and changed their search algorithms. In effect, so users would be satisfied with the search results they received and so businesses would improve the content on their websites and basically have to compete to appear high on the SERPs.

If you’re starting to see a connection between users, websites, search engines, and search engine results pages, it’s because one exists. A user performs a query using certain key words and phrases. A website is written and designed in anticipation of how a user – the business’s target audience or customer – searches for the product/service offering or information provided on the website. Search engines look for web content that contains indicators of value in response to the user’s search, such as links, images, and other relevant content on a website. The SERP lists websites/web pages that have the highest SEO relevance and value based on 1) how the user queried and 2) how valuable web content is.

SEO for Beginners, SEO Best Practices, What is SEO
SEO for Beginners, SEO Best Practices, What is SEO

SEO Strategy

The successful marketing of any business online requires a thoughtful SEO strategy. SEO requires business owners and marketers to fully understand their audience – both existing customers and their target market – and work to align web content to react appropriately to what the customer wants and how they ask for it.

Businesses need to closely examine just how their target market searches for products/services online. Today, SEO and the power behind search engines go far beyond filling a web page with keywords and matching a user’s search terms with the keywords on the website. That is because search engines rely on more than keywords when providing results to a query. They look for web content that is appealing. Content must be useful, informative, and interesting. It must respond to whatever type of request a user makes, whether it is to buy a product, solve a problem, learn how to do something, hire a service, watch a video, and more.

While SEO values the content that is visible on-screen, that is, the words, images, etc., everything that goes on behind the scenes – technical SEO – is equally important. Technical SEO is what helps search engines crawl to your website and index it. Web developers, those who handle the technical aspects of SEO, understand the techniques search engines use to access and crawl to websites, and they make sure their clients’ websites are in alignment with those techniques.

SEO Audit & Strategies

Developers are necessary for improving SEO for a variety of reasons, such as conducting SEO audits to locate issues that impede crawling; eliminating duplicate content; fixing errors; and making sure content all links and pages work the way they’re supposed to. They, along with digital marketing experts, follow all trends, practices, and updates relating to search engine optimization. As experts, they understand the trends and how they relate to the digital marketing efforts of their clients.

The web developers at Perfexion, Inc. specialize in SEO and the entire gamut of online marketing channels and strategies. They pride themselves on ensuring clients’ SEO and digital marketing efforts perform at optimum levels and that their digital marketing investment always provides a positive return. We are a Philadelphia based web design and development company located in Plymouth Meeting just outside King of Prussia.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
SAY HELLO