Websites, Blogsites And [the basics of] What Supports Visiblity In The Search Engines
Websites, Blogsites And Visibility In The Search Engines
Virtually every day someone asks us, “How do I get more visible in the search engines?” It’s the million dollar question and an ever more and more competitive pursuit. Ultimately there are a few ways to approach better search and also overall web visibility. We hear so much mis- information out there we thought maybe we could demystify some of it for you by taking a look at PayPerClick, Websites, Website SEO, Blogsites and how they have been able to support business people.
Pay Per Click
Ultimately, there is only one visibility guarantee in the search engines and that’s pay per click [PPC] advertising. You pay to advertise, but only when target key words or phrases you have chosen are searched. The upside is you’re only seen by qualified eyeballs. You also don’t pay unless someone actually clicks and you’re guaranteed to be visible! The downside is it has become an incredibly competitive & expensive form of advertising and it only generates [approximately] 10% of the click choices that occur on a search engine results page [SERP]. 90% go to the organic search results!
There are also a series of PPC services out there that manage aggregated PPC campaigns. They set up PPC ads, collect leads and re- distribute those to paying customers. In this scenario you may benefit from some economies such a service can harness, but you may also suffer being a step removed from the message and the leads themselves. It may or may not discourage those leads by the time they get to you.
And then, visibility can be guaranteed, but clicks cannot!: like any advertising, clicks depend on your advertising message! So, let’s focus on the 90% PPC is missing.
Sites And Organic Visibility
Ultimately, search engines are trying to index every word and phrase on every page from every site [websites or blogsites] on the web. Once they’ve identified and crawled your site’s page content it is all compared to similar pages and ranked for future organic searches. They also want to be as timely for searches as is possible, which says a lot for why you want to be so current with your web presence. The search engines work hard to satisfy all searchers because they know loyalty is limited and they need it badly in order to generate more and more of the search [10% click] revenue described above.
There are over two hundred signals used by the Google algorithm [i.e. date stamp, domain name, keyword usage, tags, site architecture, relevant back links, bookmarks, choice from search result pages, time on site, time on page, etc., etc. etc.] to compare you to your competitors, so it’s all very complicated. And that’s by design – so no one can manipulate their results! New signals are constantly added and existing signals are constantly changed and/ or re- weighted. And it’s not only the search algorithms that are fluid: your competition is always looking into better ways to compete! Those who weren’t there yesterday, may be finding ways to be there today.
Let’s be clear, blogs are websites! They offer pages just like websites, but they also offer features uniquely advantageous to your visibility that we’ll discuss. Ultimately, you need a site that is easily crawled by search spiders. You should be looking to have sites agile enough to evolve with an evolving web. You need a mastery of new content techniques and there needs to be a measurable reaction to your content [i.e. back links, subscriptions, bookmarks feed connections, chosen from SERPS, time on site, etc.] And above all things for organic search visibility, you need to be current!!
Visibility: Websites Versus Blogsites
Generally speaking websites are terrific; however, unless continuously search optimized, not necessarily terrific for visibility! Unless you’re prepared to constantly code new content, websites were never really designed to make you completely current online. Not unless you have a lot of time and/ or money! To make matters worse, most websites aren’t ideal for syndication of content either, which by the way is a signal search engines can easily use to identify active & current sites.
Blogsites are designed to allow laypeople to publish at will and for syndication of that content to wherever it is needed or wanted. It makes the creation & distribution of content, ‘being current’ and appealing to search engines relatively simple and cost-effective. Short some design capabilities, blogsites can offer most all features websites can, so blog platforms are becoming more and more important to business people.
Many website owners began to realize that advertising wasn’t being served in a search engine world so they looked for solutions. PPC services are a guarantee, but as discussed up top they have became more and more expensive. What’s more, organic search results get approximately 90% of the search clicks so naturally it has become a strategy to improve content visibility. SEO services mostly offer new content creation & coding and also various back link strategies; however and very much like PPC, they can get expensive quick compared to the proper use of blogsites. It’s kind of like fighting a battle with a less than battle-friendly tool.
As a result, many website providers have moved to throw in free blog solutions. To some degree, the argument that a blog should be a part of [or a file of] a website has surfaced. An argument that may or may not be true depending on how much you feel you need to rely on a website now and also in the future – see Your Blog’s Domain: Independent, Folder or Subdomain?
Sustainability & Growth Strategy Online
If accumulating more and more key phrase indexing, links, RSS subscriptions, email subscriptions, bookmarks, feed connections to other sites, SERP choice and overall activity is the evolving currency of the web and a crucial pipeline for future leads and sales, then one might argue blogsites are the important tool! Wordpress, for instance, is designed to be agile – it scales!! It enables virtually any feature plugin and it evolves so that one is never working with a site that will eventually be obsolete. So it leaves one to wonder, ‘is it possible that by folding a blog into a website is limiting in the long run?’ Is it possible that the blog and any currency it has generated could be compromised? Hard to say, but [thinking strategically] it certainly makes the weapon you choose and how you deploy it now and in the future an important long term consideration.
Considering that it was PPC Services, then SEO Services and now blogs as a folder of the website, we’d suggest considering that all and we’d recommend keeping them separate.
Blog Vs. Website? – Trish Jones Marketing Mix
Question Of The Day: Why Do I Need To Be Current?
Question Of The Day: Can [Real Estate] Blogsites Replace Websites?
chris@kineticknowledge.com
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