Organic Search Results, Pay Per Click Advertising, Knowing Your Niche, and Knowing the Controversy
The chapters discussed different types of search
results. They highlighted organic search
results (which are returned results based on algorithms) and paid search
results. The paid search results are
also called paid per click advertising.
The good thing about organic search results are they are returned based
on keywords that are included in your search, they are also returned in order
based on relevance or score of helpfulness.
Organic search results are often much more helpful than pay-per-click
advertising because they can be much more specific to a “long-tail”
search. Also pay-per-click advertising
may return a very broad and unspecific result with a general landing page (one
would have to sift through their web –site to find the desired product). Of course for every positive reaction, there
is a negative reaction. For every
opportunity that the internet provides to find helpful information and good
information there is someone who is searching for information that can harm
others as well. This was showcased with
the Boston Marathon Bomber and several other recent terrible acts.
Pay-per-click advertising was also discussed at great
length. Pay-per-click advertising will
return an advertisement that is based on certain combinations of words or specific
key words that are used. Also, certain
advertisements will not be returned based on phrase used. Pay-per-click advertisements are good for
those who need to get their name out quickly and are willing to pay as much as
it takes. Pay-per-click searches can be
time specific and area specific in order to target a certain group of customers
and control costs. Once a budget has
been reached, the advertisement can be turned off. Pay-per-click advertisements can be negative
for the consumers in that it could help a company to corner a market and
decrease competition. When a company is
able to pay any amount for a “click,” they can severely reduce the amount of
traffic that their competition sees.
This causes a reduced amount of completion and an increased market
share, which can decrease price and customer service competition.
These chapters teach one the importance of knowing what is
necessary to appear in each type of search result. These chapters helped to highlight the
importance of content on the web-pages and the amount of traffic that views. It also helps to show the importance of using
pay-per-click advertising in the beginning in order to help establish
reputability. Once reputability has been
established, it may be possible to lessen the amount of money that is spent on
pay-per-click advertisement. As a
manager or owner, it is important to know the status of the web-site, the
traffic that is being received, what is necessary in order to boost your rating
and “search-ability.” It is also important
to know the type of marketing your competitors are using and the niches that
set one apart from their competition. By
knowing one’s niche and unique selling points, one can differentiate between
competitors by including those key-words.
The current algorithms and
tracking that Google and other search engines use has been controversial of
late. This is because using cookies, web-sites track your behavior and can target specific marketing to you that may
not necessarily be based on a search that you have just completed on their
web-site. I have recently turned off the
ability for the computer to remember where I have been and store that
data. I am interested in seeing if the
ads that appear on web-pages that I see change.
I am also interested in seeing more specifically what steps can be taken
to help boost the score that increases visibility on organic searches.
Image is courtesy of
The Business Insider: There's an Algorithm That Can Make Your Thanksgiving Better
The Business Insider: There's an Algorithm That Can Make Your Thanksgiving Better
