An Introduction to Search Engine Optimization (SEO)
Search Engine Optimization, also known as SEO, is one of the oldest forms of online marketing. A search engine is a website composed of software algorithms that instantly searches, or “crawls,” through most available web pages to find matches for searched terms or phrases and return relevant results. Most people navigate the internet through search engines due to their ease of use and ability to produce relevant results. Search engine optimization (SEO) is the process through which businesses manipulate their own websites or pay search engines so that they are likely to appear, or “rank,” high on the list of related search results to gain more visitors to their sites. SEO is one of the most popular and most successful ways that decoration businesses take advantage of online marketing.
Organic vs. Paid SEO
Searches are performed for various reasons, but one of the most common is to connect a person searching for either a good or service to a business that provides them. In essence, a search engine acts as a middleman that connects buyers and sellers. Search engines like Google typically have two types of search results: free and paid. Free search results are called “organic search results,” in which a search engine ranks a web page based on the relevance of content, quality of content, and other variables. Therefore, the methods used to obtain a high placement (or ranking) on a search engine results page through activities other than payment are referred to as organic SEO. Paid SEO is a method of SEO where businesses purchase advertisements to be placed among search results, and paid for either when one is viewed or when one is clicked on.
Both organic and paid SEO are important to product decoration shops’ online marketing strategies. Organic SEO obviously has the advantage of not costing anything to place advertisements. However, it does take time to build up a site’s organic SEO, and it is a continuous process. Paid SEO is an excellent tool for product decorators because it serves essentially as a lead generation tool that can help to bring in orders for both custom decoration services and decorated products.
Google AdWords
Google created AdWords to handle its paid SEO and other internet advertising services. AdWords is an advertising service that allows businesses to target customers based on their search terms and cookies. AdWords customers pay either per-click or per-impression. Cost-per-click (CPC) means that every time a user clicks on an ad the search engine is paid a royalty. Cost-per-impression (CPI) means that a business is paying for its advertisement to be show a set number of times (typically 1,000), regardless of whether or not users interact with the advertisement. For businesses that target heavily searched terms, cost-per-impression can be much more cost-effective. Since cost-per-click advertising is much like paying for leads it is typically the best option for decoration businesses. Google delivers the traffic and a business pays Google whenever a consumer indicates an interest in the business’s product. AdWords ads consist of a title, two lines of up to 40 characters of text each, and the web address, also known as a URL. It can be challenging making advertisements with such limitations, but effective advertisements are well worth the trouble. In fact, AdWords is Google’s largest revenue source.
Understanding Keywords
The cost of each click or impression is determined by several factors, but the primary factor is the competition for the keyword or phrase being targeted. For marketing purposes, keywords are the words or phrases that qualified leads search when they are looking to purchase a good or service. Keywords that are searched more often are typically the most competitive. Although, localized keywords like “Columbus dentists” or “San Francisco lawyers” can be more competitive even with lower search frequency. The more competitive a keyword is the harder it is to rank organically, and the more expensive it will be to advertise on results for that keyword. Google can make over $50.00 each time someone clicks on the most competitive AdWords advertisements. Those kinds of high prices are typically not a concern for product decoration shops for two reasons. First, is that most product decoration businesses focus only on local SEO. The second reason is that product decoration-related keywords are far from the most competitive, meaning the cost to purchase ads is lower than many other fields.
In order to get the most out of an SEO advertising budget, businesses must be able to perform keyword research. Keyword research is the collection and analysis of data related to consumer search terms to determine viable keywords to target with online advertisements. There are many tools available to businesses to help make keyword research easier, including the Google AdWords Keyword Planner which is a free keyword tool that comes with Google AdWords. Keyword tools are beneficial because they allow businesses to see which keywords are searched the most, which keywords are the most competitive, keywords related to those being researched, and other information regarding a business’s existing AdWords advertisements. The ability to track the effectiveness of SEO advertisements is crucial to product decoration businesses achieving the optimal return on their investment.
Local SEO
Local SEO has quickly become one of the most valuable methods of marketing for small businesses, and that is especially true for product decoration businesses. Ranking highly in search results is important because consumers tell both Google and advertisers exactly what they are looking for. If a business can put its advertisement in front of consumers who are looking specifically for products and services it offers, then the odds of converting a sale are quite high. Customers that come to a business through SEO are basically qualified leads, as they have clearly indicated they are interested in purchasing the business’s products and services. For example, if you were to Google “custom printed t-shirts,” then you are likely looking to purchase that particular product and are looking for a business to fill your needs.
Businesses often pay a premium for offline qualified leads and, relative to those advertisements, SEO leads can often be far less expensive. The costs and ROI associated with SEO marketing really depend on what type of product or service is being marketed. SEO can be less expensive than traditional marketing methods, and it can also be evaluated more easily through Google Analytics. Google Analytics is a set of tools that Google offers businesses that can track website traffic and advertising performance, and it can be linked directly to an Adwords account. These analytics give insights into website visitor behaviors. For instance, the bounce rate (which is the amount of visitors who leave a site after viewing a single page), the amount of pages visited, how much time is spent on each page, the customer’s general geographic location, and many other helpful statistics that can be used to better target consumers.
Obtaining visitors through search engines is one of the biggest challenges facing new websites. There are likely hundreds or thousands of businesses with existing websites who offer similar goods or services, making the internet a very competitive marketplace. In order to make it possible for smaller local businesses like product decorators to be able to obtain leads for their business, Google and other search engines started implementing what is called local SEO. Local SEO focuses on connecting buyers (consumers) and sellers (businesses) that are in close geographical proximity. Consumers like to buy local for several reasons, including supporting the local community and the ability to visit the business in-person before purchasing. Local SEO results are typically shown about halfway down the first page of Google’s search results in a special section that sets them apart from the remainder of the search results. For example, if you searched “custom t-shirts,” the first couple of results are AdWords advertisements. Following the AdWords advertisements are the top organic search results like CustomInk.com, and then local search results. The local SEO section is displayed with a map, business hours, contact information, and customer reviews. While a new t-shirt printing company could not possibly expect to compete with CustomInk.com, who has spent years and a lot of money developing their organic SEO, local SEO gives them an opportunity to level the playing field and obtain leads that they might otherwise struggle to gather.
Google My Business
Google My Business is another service offered by Google that allows a business to curate the content displayed when consumers search for the business directly or for related terms. Through Google My Business a business can create a miniature profile with information like the business’s phone number, location, hours of operation, reviews, photos, and more. Online reviews in particular have become an important part of a business’s online presence, and Google has taken that into account. Businesses with better reviews tend to rank higher in local search results. All of that information is displayed whenever consumers search for the business or related terms. Since Google receives billions of searches a day, having the correct information readily available to interested consumers is essential for small businesses.
Conclusion
Over the years, search engines have evolved to become one of the most powerful influences on modern business. Search engine results determine what businesses consumers see first when they are looking for goods or services. That makes the ability to increase a decoration business’s search ranking vital to its long-term stability and growth. SEO is the process through which decoration businesses can improve their chances of being seen by consumers who want to find them and purchase their goods or services. With the effective implementation of sound SEO strategy, a product decoration business can boost its sales and its brand.
