Do you use a smartphone? So do your prospective clients! Today’s mobile phone users aren’t just making phone calls they’re searching the internet. With this in mind it appears that Google is adding “mobile readiness” to the already lengthy list of signals it evaluates to determine how to rank websites.
If your website isn’t already built to work across the myriad of mobile devices it’s not too late. Your website can be converted to a responsive mobile website that auto detects the viewing port size (screen size) of all your visitors and automatically configure itself for an optimal viewing experience. Better visitor experience equates to higher conversion rate of your site.
Not sure how well your site works on mobile devices? Visit this site Responsinator to see how your site works on phones and PADS, you may be surprised. Give us a call if you find your website doesn’t meet the new mobile responsive website design standards and we’ll help you understand the options available to make it mobile ready 717-569-2484.
Learn more at Site Pro News: It Looks Like Google Is Adding Another Ranking Signal
I’ll try to answer this question as simply as possible and not overwhelm you with details. The answer is, it depends. It depends on:
- The competition for your target search market. Low competition may mean that you can quickly get traffic from organic search engine optimization. High competition level may make PPC a more attractive solution.
- The time horizon upon which you need traffic and leads from your website. If you need to fill your pipeline with leads and your business is in anything but an uncompetitive target market, your only choice (initially) will be PPC.
- The total cost of ongoing SEO that will make your website a competitor in your target market. Very competitive, national, and/or broad-reach target markets may be cost-prohibitive to enter for organic search engine optimization.
- The cost per click (visitor) for each of the search phrases you need to purchase. Depending on the bidding behavior of competitors for your ideal search phrases and each of their CPC’s (cost per click), along with the historical conversion rate of visitors to leads and sales of your market will determine if PPC is a cost effective method of generating traffic and leads. It should be noted that PPC is run as an ongoing live auction by Google in their Adwords system, and CPC prices can fluctuate wildly depending on behavior of competitors in your respective market.
- The historical conversion percentage of visitors to leads in your market by your website, along with the conversion rate of leads to sales and profit per sale.
The Car Dealer
A local major brand new car dealer contacted us with a problem. Their competitor at another brand auto dealer located nearby, had been bidding in Adwords for their keywords. What’s the problem you ask? No one clicks on those ads anyway, but they do. Now whenever someone searched for our car dealer and his brand and location, there at the top of the results sat the competitors’ ad and website link. Our client was top ranked in the organic results. Number one.
It appeared that Google had sold our dealer out. He needed to retaliate. If it was good enough for them, he would do it too! He wanted an Adwords campaign setup immediately. He requested we bid him into number one position, for his own keywords and also his competitor’s. We did it!
Several weeks passed by, and we had not yet consumed his original $250 budget. A few more weeks and when it was time to refund the account, we were told to apply another $250. As the weeks passed the spending seemed to increase to the point where the $250 payments were disappearing in less than a week. Our dealer wasn’t worried; he said start making $500 deposits.
Within a week the first $500 deposit was gone. We made another, now we had the client’s attention. He called and asked “What’s going on?” “This is getting expensive.” I explained that while his brand and location ads were running at about a half dollar per click/visitor the rankings for the competitor’s brand and location had run up to ten dollars per visitor. The competitor saw our dealer ranking above him for his brand, and started what was essentially a bidding war to be number one for his own brand. I guess it’s really true, what goes around comes around.
Once you have some experience with PPC you may have a better appreciation for organic SEO.
Google’s Pay Per Click system is setup to foster this behavior; it is essentially an online live auction. The only difference is the highest bidder is not always the winner. The winner is the ad which brings the highest revenue to Google. If your ad brings sufficient click-through traffic, Google will rank you above the competitor, even with a lower bid. If your competitor has a lower daily budget, and your ad pays Google more per day, you’ll find yourself at the top.
The system essentially is built to feed not just the needs of advertisers, but the seemingly never- ending appetite Google has for earnings.
Google doesn’t eat everything. They share with those who bring advertisers to them. This past summer the delivery man knocked on our door carrying a package from Google. To our surprise inside were all kinds of goodies. Chocolates, energy bars, and a short note saying that they didn’t want us to go hungry while we were working so hard!
We’ve been preaching, reviews, reviews, reviews for years… here are the current facts. Your potential customers are using the internet, reading reviews and choosing businesses based on what they read.
It’s not too late you can still participate and have success. Start today!
Interesting to see that despite hype in all directions from various factions in the internet marketing industry, Facebook is head and shoulders above the rest when it comes to actually referring visitors to your website. The Shareaholic generated graphic above (shared today by SitePro News staff writer W. Brice McVicar.) shows Facebook referring 3x nearest competitor Pinterest and 18x more than Twitter.
While YouTube may be the king of video hosting sites, few if any users actually leave YouTube and visit the source site. This statistical evidence demonstrates why your video should be published and played only on your own site and shared to Facebook to have the highest potential impact on your website traffic.
I wouldn’t want this data to discourage you from participating in any relevant channel, just to guide you wear your emphasis should be placed for the moment.
As a company supplying internet marketing services to our clients, and advertising these services on the internet, I’m surprised at how many phone calls and emails we get from providers of services that we also supply. The pitch often starts with something like “Do you want your website to be at the top of Google?, a question inevitably followed by your answer, “Yes, of course I do!” Occasionally I’ll have a look at the website of the company offering their service. Through the years what has been most interesting about 99% of all of these solicitations is a common factor inherent in their own websites: they don’t “rank” for anything. They often have zero for page rank and have a limited, or nonexistent link profile. Many don’t even have social media profiles, let alone any social media activity.
Sure, they may point to current client A, who ranks highly for some phrase like “60” purple shoelaces”, but you have no way of knowing how that website actually came to rank for that phrase. Perhaps by accident, perhaps by a well-written preexisting piece of content, perhaps due to actions taken by a previous SEO, who had been terminated, prior to their hiring this current solicitor. Maybe there is no competition for the phrase they use as the sign of their success.
I suggest you look at their own website and if it doesn’t rank for anything, ask why? And don’t accept the old “shoemaker has no shoes” explanation. If they are capable of providing services to you, they should be doing the same for themselves!
As always, buyer beware. SEO is loaded with unskilled and inexperienced practitioners, whose strongest asset is their sales team.
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