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Organic SEO vs PPC vs Hybrid

There is an ongoing debate between digital marketing professionals over which method of SEO is most beneficial – Organic or paid? There is no straightforward answer to this question because it really depends on the niche you’re trying to rank for, keyword competition, target audience and a whole load of other factors. Check out this post to see an introduction to SEO and internet marketing if you are unsure about some of the strategies used here. Only you will know what strategy is best for your particular situation and the site you are trying to rank. Let’s take a look at these two methods and compare their pros and cons.

Organic SEO

This is an approach where certain techniques will be applied to a website in order to achieve a higher ranking in organic search engine results pages (SERPs). For example if you sell garden furniture and you want people to find your website when they search terms like ‘garden seating’ or ‘lawn chairs’, you could apply organic SEO methods to get your site at the top of Google’s results. These techniques include things like targeting your main keywords, writing good quality content and building links from other websites to yours. When done correctly, these methods can be very successful in ranking your website for your chosen keywords, so when potential customers search for those words, your site will be displayed first.

Advantages

  • With a good organic SEO strategy, you can get your brand to the number 1 position for your targeted keywords. The top spot will usually get the most clicks from users, and therefore the most people visiting your site and potentially buying your product or service.
  • 80% of search engine users will click on an organic result instead of a paid advert. This is because people usually see those results as being more relevant to their search, since they appear at the top naturally instead of through an ad campaign. Sometimes the adverts displayed for a certain search term will not be completely relevant to what the user is looking for, which makes people click off the site.
  • To get long term results for your brand, organic SEO is the best approach to take. Once you have built up your site enough and the strategy is well maintained, you can reach the top of the search engine results page and stay there for a long time. This creates a better return on investment from all of the effort you put into ranking with SEO.
  • Whilst there may be a price to pay for SEO tools, there are no additional costs for every time someone clicks onto your site.

Pay Per Click (PPC)

This paid advertising approach displays your website in a set of ads at the top of the search results when someone types in the keyword you are targeting. When a user clicks on the link to your site through an advert, you will pay Google a certain amount of money. The Cost Per Click (CPC) will vary depending on your chosen keyword and the competition for that particular word or phrase. If you want a PPC advert for a keyword which a lot of people are trying to target, it will cost much more per click than a keyword with little competition. For some niches, Pay Per Click marketing could be the best approach, but with others it might end up being a waste of money.

Advantages

  • If you are looking for short term results which will only be relevant for a limited time, PPC is a good strategy. For example, if you were a company selling fancy dress costumes and you wanted to rank your site for new Halloween costumes. A PPC campaign would be perfect for this because you would probably want to target it for a limited time. Between September and October people are looking for those products, so you want them to find your site. Once Halloween is over, there won’t be as many people searching for that keyword so you can stop your Pay Per Click campaign.
  • Advert clicks are more likely to convert into a sale because these pages are specifically designed for conversion with clear calls to action.
  • It’s possible that someone could see your paid ad in SERPs, not click on it, but keep seeing your brand name pop up each time they search for the same thing. If someone is browsing for a certain product or service and they keep seeing your name, they might even end up searching your brand name and going through to your site anyway. This way your brand will be presented to people, and they will end up on your site without you even having to pay for the click.
  • It is easier to measure results from PPC, choose how much you pay and adjust your strategy to create the best return on investment. If a certain keyword or page is getting people to click onto it, but not converting into sales, you can change your approach by using different keywords or improving the landing page. With organic SEO it’s not always simple to see what needs to be changed in order to deliver better results.
  • Once you’ve decided on your niche and done some worthwhile keyword research, PPC campaigns require little to no effort to setup.

The Hybrid Approach

For many niches the best technique is to use both organic SEO and PPC, by adjusting the approach to suit your keywords and which products you are trying to target at which time. Carrying out organic SEO through keyword research, quality content writing and link building is vital for building long term results. This will take time but if your strategy is successful and you rank above your competition for your main keywords, you will see a long lasting return on investment. However if you need instant results, a Pay Per Click campaign may be the best option for your company, or for certain keywords you’re trying to rank for with your site. For example if you were having a sale on some of your products for a limited time, there is no point in trying to organically rank for this because the page won’t be relevant when the sale finishes. With PPC you can get your site displayed in SERPs for a limited time, and then end the campaign when it’s no longer needed.

It’s important to take the hybrid approach on board rather than disregarding one part. By combining PPC with organic search engine optimisation you can actually improve the chances of ranking higher in the paid ad results. Different PPC ads will rank better due to a variety of different factors including the amount you are willing to pay, the relevancy, as well as your organic techniques. As an example, people who pay more for their ads but do not have quality content that is relevant to the keyword you are trying to rank for are unlikely to rank better in the Pay Per Click ad results than a page that has lots of related content which is of a good quality.

I would recommend the hybrid approach for most niches as it generates both long lasting rankings for your brand, as well as instant results where it’s necessary. If you’d like to find out more on the debate between organic and PPC you can check out this blog which also looks at the argument.

Bonus Tips

As well as these two popular methods, there are plenty of other internet marketing tricks that you can use to maximise sales and bring in new customers. It’s all about making the most of every potential customer, and every person who visits your site. Somebody looking for a service you provide could land on your page, read some information, and then leave without enquiring with you. Instead of letting that potential sale get away, you can try to bring them back by being proactive and using a few handy tips.

Social Media

Most people these days will have some sort of social media account, whether it’s Facebook, Twitter, LinkedIn, Instagram, or all of the above. The power of these social platforms for marketing is huge because you can present your brand and the service you offer to a massive audience. Social media ads can be targeted towards people based on the type of person they are and the things they like. So for example, you are trying to sell men’s cycling gear through Facebook advertising. You can target your advert so it only shows up to men between a certain age who have liked a few pages about cycling. This is something that works on other social media sites like Instagram and Twitter as well. Instead of people searching Google to find something they need, you are presenting your products to people who didn’t even know they wanted them until they saw your ad. This is much more proactive marketing, as opposed to organic SEO ranking which just reacts to someone’s search query for a specific product or service.

This example below shows a Facebook ad I saw earlier on today. As you can see, the post is getting plenty of likes, comments shares and general traffic so this campaign seems to be working really well. These earphones actually look kinda cool, too.

Screen Shot 2016-01-14 at 15.31.03

Retargeting

This is a user specific technique which tracks what internet users are looking at through cookies or other software, and retargets advertising to other sites. Most people have probably been targeted by one of these marketing strategies at some point. For example, you go onto a clothes website and look at a few pairs of jeans that you are thinking about buying, but you decide you aren’t ready to buy yet so you leave the site. Then over the next few days you’ll start to see the same jeans popping up in adverts on other websites that you visit, like YouTube and Facebook. If you apply this technique for when someone visits your own site, you can retarget them with adverts to try and bring them back to purchase what they were looking at.

So after clicking on the wireless earphones above and having a look through their site, my cookies were then tracked on my computer to trigger more ads in relation to that product. Below is a prime example of retargeting taking place. Literally 5 minutes after viewing the wireless earphones above, I scrolled through Facebook again to find that the very popular Beats by Dre wireless headphones were running a sponsored campaign on my feed. Coincidence? I think not.

Screen Shot 2016-01-14 at 15.35.28

Email Marketing

By offering your website visitors a chance to sign up to an email newsletter, you can let them know about new products and latest offers from your company. Getting plenty of people to sign up for regular updates will allow you to build a database of potential customers. Then, you can then send out marketing emails notifying them of things they might be interested in. Again, this is a proactive method which attracts people to buy something that they weren’t necessarily thinking about before receiving your email. This also can be good for your site rankings because these users might click on a link directly or do a branded search for your company or products and this is great for traffic. To find out more about direct traffic and branded searches, click here.

Summary

On the whole, an online marketing strategy which makes the most of these different techniques and implements them in an effective way is going to be most successful. It is important to figure out what combination is going to work best for your niche, and apply those methods to your campaign.

Please leave a comment below if you would like to tell us your thoughts on organic SEO, PPC and proactive digital marketing. We’d love you hear what you think!

Is SEO Dead?

Is SEO Dead?

Oh dear, all you SEO agencies get ready to change your industry because search engine optimisation is officially dead in 2017. Please adapt as soon as possible so me and all my mates in this niche can profit from lower competition haha.

Obviously SEO is not dead; this is the most ridiculous statement I have ever heard. If Google decided to completely take backlinks out of their algorithm (which they can never do) would SEO be dead then? Absolutely not. So why is this?

Well let’s break down what SEO actually stands for – search engine optimisation. If backlinks become less important in years to come which actually I think Google would like to do (even though their core algorithm needs this data to rank) then does that mean SEO is no longer needed? No, that is certainly not the case.

All it will mean is you need to optimise your websites slightly differently to rank. This might mean adding more content, better CTAs, better metrics on your site like bounce rate, and optimising your sites to what Google wants to see. So can everyone stop asking the question? As long as there is a search engine then optimising your website will always be needed.

What is the Future?

Now this is a much better question because yes I do believe SEO is evolving and becoming more difficult for sure. Gone are the days of keyword stuffing and blasting your sites with millions of backlinks – which is a shame because I made a lot of money from this. They were the glory days and within 3 months making 5-10k per month with very little work.

Guys let’s get straight to the point. Stop being so obsessed with individual keyword rankings. The more you are trying to optimise your websites for individual key phrases the more you will come across Google penalties in my opinion. That is because there is a great chance you will be over optimising your focus keywords and pretty much keyword stuffing without knowing. The more you will be hitting links with exact match for this, the more you are screaming to Google ‘look at my site, I want to rank for this keyword’ which will be over optimised and therefore tank.

The strategy we have adapted within my team is effective frequency which you can read more on here. Traffic is traffic at the end of the day and whether you generate this from SEO, PPC, Facebook or wherever else then this needs to be your main goal. It is the traffic that leads to more orders and the more orders which leads to you being paid more. It is NOT the rankings which pays you more!

Diversify Your Strategy

So let’s get started on a list below and answer honestly whether you are leveraging traffic from all these sources. Or are you just being narrow minded and trying to rank your website in the SERPs for those 10 keywords you have loaded into your rank tracker?

  • Ranking your pages in the SERPs – not just Google but Bing and Yahoo as well
  • Ranking your images in Google Images – this can drive you a lot of traffic and get you backlinks if bloggers decide they want to use your photo and credit the source
  • Ranking your videos in YouTube – do not just upload and embed onto your website – optimise this video properly and try to rank the video in YouTube, Vimeo and Google search
  • Hash Tags on Social Media – are you getting your statuses seen by your target audience and making the most of the hash tags?
  • Retargeting on Facebook – setting up a pixel to your site to retarget on Facebook is massive because these are people who have been on your site and are a red hot potential lead
  • Paid Ads – does your CPA or profit allow you to drive traffic from PPC or online ads because you need to drive as much traffic as possible from all angles)
  • Traditional Marketing – billboards, TV ads, radio ads all still work well and if your budgets allow then it gets your brand out there
  • Telephone Marketing – got a database of clients and thought of hiring a cold call centre to blast through this with calls to see whether they might be interested
  • SMS Marketing – from the database blasting a text message campaign of a special offer
  • Email Marketing – hitting their inboxes with updates, helpful information or last bonuses you might be able to offer still works well

Not saying your budgets could stretch to using all these methods above but effective frequency certainly works. It is still true where folk buy from trusted brands and many still do the 3 prong attack in traditional marketing where they believe until they have seen or heard about this offer 3 times they will not purchase. Hence the reason they do TV, radio, billboards in a mixture. Why not adapt this online and try to make sure your brand is seen on social media, web search, image search and places like this.

Hit me with a huge core algorithm update and this will only tank part of my traffic sources. Don’t throw your eggs all into one basket. By doing this you are actually spreading your optimisation online which will naturally attract links (check me out being a complete white hat goddess lol). No but folk crediting the source for your images, embedding your videos or linking to your amazing blog posts all will offer IP diversity in backlinks which is really the holy grail of ranking anyway.

White Hat Vs Black Hat SEO

Ok so now I have mentioned the white hat SEO approach which I have said is the future of online marketing then how can we adapt black hat or grey hat SEO into the mix? Do black hat techniques still have a part in developing an online strategy beyond 2017? Short answer to this is yes absolutely if utilised in the correct way.

So let’s talk dirty and talk how to utilise black hat tactics for your brand without being penalised or getting into any trouble. I would recommend the following:

  • Use Automatic Social Bots – get a following on your social media and you can easily do this by tools which follow and unfollow accounts in your niche
  • Buy Cheap Links to Social – for reputation management you want to rank all your social profiles also and as these have high domain authority can easily take a good link blast to improve their rankings for target keywords and brand name
  • Strengthen Your Links – Google only has the patent to go two links deep so maybe link build a bit more loosely to your links that link to your links
  • Tools for Outreach – there is many black hat tools to scrape emails and auto send to reporters to ask for mentions on topic related articles which might be sponsored but check the metrics and negotiate best rates with them
  • Rent PBN Links or 301 quality dropping domains to send power – if any of these get hit then disavow or easily remove the backlinks
  • IFTTT to Syndicate Content – not really a black hat trick but this tool can syndicate your new blog post to 40 web 2.0 branded profiles automatically
  • Injected Links – depending how far you want to go with the black hat then you could buy SAPE links which inject links into hacked sites or buy a WordPress theme, inject a link into the code and update the theme so anyone who updates this using it on their site will have your link injected into their websites probably without them knowing

For myself I don’t do the last one but certainly use tools like IFTTT to syndicate content throughout the profiles and tools like Follow Liker to build followers, likes, shares on social media. Why not try to leverage any traffic there is in niche related Facebook groups, Tumblr feeds, subreddits and anywhere that is talking about the products or services that you offer.

This will future-proof your strategy with driving traffic which is what our end goal needs to be. Stop focusing just on SEO and think of the bigger picture on why you are doing this. Businesses pay for this to generate more sales and they need more sales by you driving them more traffic. The more places you can get your clients brand the more chances of attracting traffic and backlinks also. So I challenge you to stop calling your business an SEO Agency. Start calling yourself:

  • Visibility Optimisation
  • Traffic Source Optimisation
  • Lead Generation Specialists

These are more important to you being narrow minded in ranking your main 10 keywords and worrying when the core algorithm updates. If you are serious about building your business then I suggest you take this mind shift to be one step ahead of the game. Always here to SYNERGISE and network guys because like all my mates know I love to travel and meet new folk in this niche. There is easily enough work for us all to profit and I would much prefer to be a happy millionaire with loads of mates around me doing awesome in business than a lonely billionaire who works all hours god sends, does not network or help others.

Money does not drive myself one bit and for myself it is all about the Journey. A rising tide lifts all ships and if I can help all my friends be successful, then for me I would get so much more satisfaction from that. I have met so many great friends from travelling the world being a digital nomad and if anyone wants to know more information on myself read these articles below:

Intro to James Dooley

How I became digital nomad

Digital Nomad Lesson

James Z Dooley – SEO Enthusiast Introduction

James Z Dooley – SEO Enthusiast Introduction

This blog article is to give a quick introduction to myself James Z Dooley born in Salford on 7th September 1983 and give you some background to who I am, what I do and to basically say all future blogs are to the best of my knowledge and hope you enjoy my articles and shared information / thoughts. (more…)

Future Tense Anchor Text SEO Technique

Future Tense Anchor Text SEO Technique

With SEO evolving and adapting to new algorithm changes constantly, many individuals are also looking for the next new way to rank their sites for different keywords. Future tense anchor text is something people have been experimenting with for a while now. This is the technique of writing posts which are designed to rank for phrases which will be popular in the near future. In this post I will be uncovering a technique I learned from Charles Floate after attending a recent Chiang Mai SEO Mastermind. For those who do not know

For those who do not know myself I am James Dooley and always happy to network and meet up with like minded SEO folk from around the world. I love to travel and like the sound of saying I’m a digital nomad but do pretty well out of my arrangement I set up with UK based businesses in supplying them leads for free on the provision they add me a little onto their price as a kickback should they secure the job – for more information on this you can see the offer here.

Ranking Pages for Next Year

With the New Year swiftly approaching, many people are attempting to rank keywords for 2017 early. This process is involves something called future tense anchor text, which is the concept of theming the anchor text you use for links around the time period you want them to rank for. An example of this would be if you were looking to rank for ‘Get Ready for SEO in 2017’ as the year in which you’d like the keyword to rank is included in the phrase. This can help to push up your rankings so that when 2017 comes along, your page is already ranking well for the keyword that people will be searching for. A company may use this same anchor text 10 times for 10 different links in the hope that this will rank them ready for the New Year.

The problem of course with the example I have given above is that Google is becoming increasingly more intelligent. It is beginning to understand that people are benefiting from the ease of simply including the year, for example in the anchor text, and then ranking it ready for January. As a result of this, Google is finding it much easier to see a pattern when the same anchor text is used for ranking the exact same phrase with the same year.

Using LSI Keywords

A great way of stopping this happening whilst ranking for multiple different keywords is to target LSI variations of the future tense anchor text. So for example instead of using ‘Get Ready for SEO in 2017’ 10 times for 10 links, perhaps a good practice would be to mix it up and do 8 LSI variations of that key phrase with 2 as exact match. For example your keywords spread across 10 links could look like:

  • Get Ready for SEO in 2017
  • Get Ready for SEO in 2017
  • Prepare for Search Engine Optimisation in 2017 
  • Getting Geared Up For 2017 SEO
  • Adapting Your SEO Strategies Ready For 2017
  • Improving Your Search Engine Optimisation For 2017
  • Readying Yourself For 2017 SEO
  • Preparing For 2017 Search Engine Optimisation 
  • 2017 SEO Preparation Techniques
  • Researching New SEO Strategies for 2017

Using a variety of keywords like this will not only help the process look natural to Google, but it will also help increase the amount of future tense keywords that you rank for. Win win!

Targeting Regularly Updated Products

This technique can work really well if you are selling products which tend to get out of date quickly as new ones come along. For example you could have a page talking about the best laptops of 2016, but you want that page to rank for keywords like ‘best laptops 2017’ so that when new products are added, your page is already ranking. You can do this by including phrases containing ‘2017’ within the content of the page, and linking to it with anchor text like ‘top new laptops for 2017’ etc. This way when people start searching for the most up to date pages about new laptops, you’ll already be ranking for those phrases.

By using these tactics you can put yourself ahead of competitors and get your pages ranking for future tense keywords. So why not try out these techniques and see if it can work for your business. Let us know if you have any other suggestions for this post and feel free to contact us on social media!

If you are struggling at present to make money from online media then are you honestly putting in the hours to go above and beyond. Read these articles for self motivation into kicking you into gear and being prepared for the hustle:

http://www.fatrank.com/take-action-you-create-your-own-luck/

http://www.fatrank.com/road-to-failure-lame-excuse-too-busy/

http://www.fatrank.com/seo-beginners-work-experience/

These articles is what I make sure all my PromoSEO staff believe in. They all go the extra mile, go above and beyond their standard working day and most importantly understand the power of SYNERGY. Creating relationships and building joint ventures really is what I believe is the key to success in life. Money is not a primary focus in life but fun, memories and relationships are. A rising tide lifts all boats is a favourite phrase of mine because I love to try and make all friends around me be successful.

How I Became a Digital Nomad

How I Became a Digital Nomad

When people ask me how I became a digital nomad, I often respond with a confused face. The reason being is because I just love to travel and keep on top of my work while I am away. But I have never really thought of myself to be known as this until travelling to Thailand. I am here and when friends ask how I get away with being abroad so much, my response is always because I am working. Many do not understand that as long as I have a strong wifi connection for my laptop then I can literally work anywhere in the world.

With strong wifi it is easy to Skype staff, create websites and optimise them to rank in Google search results. If you can create the standard operating procedures for your staff then it makes life so much easier. Business owners need to learn the importance of delegating works to their employees. The digital era is upon us all and we need to embrace this. I do not personally brand myself to be a digital nomad. This is mainly because I miss my home comforts if I am being honest. Great family, girlfriend, brothers, football banter and friends. However I can see how actually this can be misleading. Going away on more than 15 different holiday trips a year and being out of the UK for nearly the same amount of time as being in it. All this stacks up to being branded as a digital nomad. So yes perhaps I am!

What is a Digital Nomad?

A digital nomad is a term used for online workers who like to move from place to place. Basically wandering and travelling the world while being able to work digitally. This could be through SEO on Google rankings or many other aspects like social media advertising channels such as Facebook, Twitter, Instagram and YouTube. There are plenty of ways to work in this way as a copywriter, web designer or programmer, outsourcing tasks to others and taking on the things you are best at. This gives you enough time to put in the work, but also enjoy your travels.

Digital Nomads

Why Become a Digital Nomad?

The reason you want to become a digital nomad is if you want a career where you can wander the world. You can be sat on the beach is a nice warm country as long as you have a laptop and internet connection. However this is very important and not all people are able to become wanderers. Many think they might like the idea of travelling around to amazing countries but actually they miss home comforts.

JOIN THE DIGITAL NOMAD COURSE

Do not be brainwashed to think all online digital nomads work a few hours per day. Then they just go sunbathing, wakeboarding and partying. This certainly can be a lifestyle for some nomads but you need to put the hard work in.

What is a Digital Nomad’s Lifestyle?

The lifestyle of digital nomads is great. Being able to travel the world and experience all culture in life. You can choose to work the hours you want to each day. Be in whatever location you like while working and have a lifestyle to suit your leisure and not your work. It is about looking at your life and seeing whether you work to live or whether you live to work. Start to understand who you are as a person. The richest people are certainly NOT the most successful in my opinion. Success for myself is judged on memories. The journey is the most important element. Happiness and health in my honest outlook is the real measure for how successful you are.

How I Became a Digital Nomad

How to Be a Digital Nomad

Becoming a digital nomad will take a lot of hustling. It takes time and graft to learn how to make money online, and learning SEO is key. Look at networking and start to develop your skills. Adapt and improve every day. Make sure you take action on anything you have learned. Do not be scared of change or be too lazy and think you cannot do this. Anyone with the right attitude can start out and become a digital nomad.

Where Should You Live?

Choosing where to live when starting out as a digital nomad is important. The reason for this is because you want to try and make sure there are other like minded people in the location. Networking and then networking some more with these people is key to success. You can learn from the experienced masters in your niche. You can help each other out and synergise to complete projects together. Creating a synergy with like minded folk is what I would certainly strongly advise.

If you want me to name some places in the world of where to live then I personally would recommend Chiang Mai. The reason for this is because the co-working events are great. There are many big SEO gurus living in this area. The cost of living is cheap and the location is actually very nice. Other locations in the world, if you have the budget, include Melbourne in Australia and also Manchester in England. Manchester has many SEO agencies to bounce ideas from. If any of you ever decide to visit the Manchester area then message myself and I will always gladly meet up for a drink and catch up.