Being first on search engines
The difference between organic and paid positioning
What many customers often ask is how to be first in Google search results.
Certainly the ways, the strategies, the tactics, are different and must be evaluated according to the client, the means they have and the competition.
But we want to try to explain, for those unfamiliar with the subject, what we are talking about when terms like SERP, SEO or SEM are mentioned.
What is SERP
SERP is an acronym that stands for Search engine results page.
Trivially, if you go to Google and type in something(search query), all Google returns to you are SERP results, generally listed at pages of 10 results per page.
What is organic positioning
Without going into too many technical details, we can say that a website is made up of text, images, urls.
The composition of these elements, the inclusion of keywords and links (outbound or inbound), and the interest that this content arouses in the reader, are determining ingredients of a good organic ranking or natural ranking.
The website or some pages of it, will enjoy visibility among search engine results in a position as favorable and relevant as possible, in a “natural” way, as a result of the optimization work done on the website itself(inEnglish Search Engine Optimization, in acronym
SEO
).
Google AdWords or Google advertising and SEM
If, for example, we own a hotel and have vacant rooms that we want to fill quickly, or we have an ecommerce site and want to promote a product in an area where there is a lot of competition, one way to achieve visibility (and thus conversions) can be the paid advertisements on Google (Google AdWords).
Another methodology to achieve the goal is to deploy a series of strategies aimed at reaching qualified traffic, which are part of search engine marketing, viz.
SEM
.
In theimage below, you can see an example of the different ranking of results on Google.
For the search query “Sito ecommerce benevento,” we highlighted in the Serp two results obtained for Neikos Web Agency: on the left the results given by organic placement and on the right (but we could have also found them above at the top) those by sponsorship through Google AdWords tools.
Just SEO and SEM to increase visibility?
As anticipated, the available tools are not limited only to the SEO or to the SEM: Just think of the increasing presence of the social network, to the Google maps, to remarketing(a form of online advertising that targets users based on their previous actions), to tools for
email marketing
, to urls and landing pages designed specifically for the purpose.
There are many techniques, and a marketing consultant ‘s professionalism lies precisely in figuring out the best way to achieve the goal, which in this case is website ranking and increased traffic (and conversions).
An example to help you understand.
Mr. Rossi owns a local business and decides to purchase advertising space in a newspaper.
Contact and pay for space in The Republic.
But I ask you: perhaps, wouldn’t it have been better to buy more space in local newspapers for the same amount of money, since Mr. Rossi needed to promote himself to a geolocated target audience?A marketing consultant does this. Based on the client, the industry, the competitors, study the most suitable solutions to increase the visibility of your website on search engines.
Do you want to improve your website’s ranking on Google? Do you want to reach new contacts?
You can request a free quote for your company.
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