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  • SEO vs PPC

    “Should my business be using Pay-Per-Click (PPC) ads or an organic Search Engine Optimisation (SEO) strategy?” I get that question all the time. And of course, my answer is, “It depends. What are your goals?

    What? You mean it’s not a straight “yes” or “no.” Of course not. The answer is significantly dependent on what your company goals are. Are you selling a new product or service? Is there a great deal of education involved in purchasing your product or service? Is there a large barrier to entry for your product? Are you well-known in your industry? These are just a few of the questions you need to answer before looking at PPC or SEO.

    Before we get ahead of ourselves, let’s first look at the difference between PPC and SEO.


    SEO is not only about optimizing your website and content to rank higher in organic search results for targeted keywords on the most impactful search engines; it’s also about being an authority on the problem at hand and the solution you provide. The major search engines like Google, Yahoo, and Bing look at how people interact with your site, if they come back, and if other sites are linking to your website pages (along with a few hundred other factors).

    PPC (Pay Per Click), on the other hand, is all about paying for advertising space for specific targeted keywords on search results pages. But make no mistake, there is a great deal of search engine optimization when creating a paid ad campaign.

    Here is a screenshot of a Google search for the phrase “Water Heater Boise”. The PPC ads show at the top of the search results page with the yellow tag labeled ‘Ad’. Below the top ad space you will see the natural search (SEO) results displayed in the main area of the search results page.

    As this screenshot clearly reveals, you can pay for presence on keyword phrases through PPC or you can earn your presence with SEO.


    Again, it depends. Your long-term web marketing strategy should always include search engine optimization. The major advantage of SEO is that statistically it brings you better quality traffic leads. In fact, many users have subconsciously trained themselves to ignore “paid results” entirely when browsing the web or searching on Google.

    There are mountains of data that suggest “Natural Search” visitors to your website are far more likely to trust you, your business, and your products & services. Ranking highly in Google for a keyword or phrase is a clear sign that you are a credible source and that you are an important player in your industry.

    But do NOT fool yourself into thinking that SEO is free. No matter how you look at it, SEO comes at a cost. Whether it’s your own time or hiring an outside vendor to manage your SEO strategy, SEO does come with a cost.


    But don’t shrug off PPC yet. There are quite a few advantages to PPC over organic searches. For example, if you set up your campaign correctly, you can see significant returns on your investment. And it’s not just a matter of who pays the most to be in the number one ad spot. Always remember that the search engine’s number one priority is to return the BEST results for the user doing the search, not the company paying for ads. For example, if Google always put the highest bidder on top, but the ad didn’t offer a solution to the problem the user was searching, that user would simply start using another search engine. Google didn’t get to be the most used search engine by always displaying the highest bidder.

    Another advantage to PPC is the ability to advertise on other sites that have a significant amount of traffic that fit your buyer personas. If a user sees your ad on a search (and does nothing), but then later that day is reading their favorite blog and sees your ad again on the sidebar of that blog… well, there’s a good chance that user will consider your product again.


    In response to my original question of “Should I be using PPC or SEO for my business?”, my answer is still the same: It depends.

    Pay-Per-Click is a great way to jump-start your business’ digital marketing efforts with immediate traffic. To get the most out of PPC, it is wise to take the time to get the right training and certifications. Google offers this training in their certification process for both Google Adwords and Google Analytics, which is free for all businesses. If you don’t have time or resources for this, it’s important to hire someone with the experience and training in PPC. Just be conscious that when you turn off PPC, the traffic goes away too.

    Search Engine Optimisation is highly important and does take some time to build page authority and be indexed for the right search terms. Also, count on many fluctuations in your rankings, especially if you are in a highly competitive market. You never know when one of your competitors is going to step up their game and become an authority in your industry.

    Do not be discouraged, because a long term SEO strategy is going to bring you the most qualified leads. Additionally, your SEO efforts (improving page content, backlinking, titles, meta descriptions, etc.) will directly help your PPC results as well.

    When done correctly, both PPC and organic SEO can get you on the front page of the search engines for targeted terms. However, each has its respective benefits and costs. Good luck!


    Courtosey of

  • Ethical SEO Practices For 2016

    Ethical SEO practices for 2016 involve the use of strategies, considered as ‘white hat’ techniques that will keep you in line with the latest search engine algorithms. Search engine algorithms are constantly searching for unacceptable strategies, referred to as ‘black hat’, which are usually designed to try and fool the search engine into ranking a website higher than it deserves to be. Below is an overview of ethical SEO methods in order to properly optimize your website:

    White Hat Strategies

    These basic strategies are primary ways of improving your search engine positioning in order to avoid raising any red flags from the search engine algorithms. These include:

    – unique content, written by yourself or by someone you have paid, considered by search engine algorithms to be worthy of higher ranking.
    – Interlinking all website pages which allows your site to appear more relevant to the algorithms after search engine ‘spiders’ have searched the content.
    – Embedding videos, personally created or from YouTube, to add additional relevance to content.

    – Adding images, especially when selling multiple products.
    – Linking out to other authority websites currently ranking at number one (or at least listed on the first page of Google) for the same keywords that you are ranking for on the web.

    In addition, there are certain off-site optimization strategies that can be used which essentially build links that point to your website. These can be done manually or through an exchange you can establish with other webmasters willing to link to your site naturally.

    Best SEO Strategies for 2016

    Although all of the above strategies are good and used by reputable webmasters worldwide, one particular strategy that is proving to become more useful by the day is link-building done on social media platforms. Posting links on social media websites such as Facebook or Twitter that point to your website is one of the best SEO strategies to use. First of all, search engine algorithms initially search on these websites for links when determining relevance and popularity of new content, and secondly, these shared posts will provide vital links that will appear all over social media platforms. In this way you are taking advantage of sharing naturally occurring posts that people like and by doing so you are creating an automated link-building campaign for your website. As long as the posts you are sharing remain popular, you will receive hundreds, if not thousands of links pointing to your site or to individual web pages, helping to get them ranked high in the search engines.

    Black Hat Strategies

    Two specific black hat strategies you should never use as they will create red flags are:

    – Never use PLR content as on-site strategies or content used by others unless it is being used in reference to the original content you have created.
    – A common black hat strategy is to use a link-building service which will build links for you all over the web, or buying links from different websites.

    These strategies will always be detected by the search engine algorithms and once they are recognized your rankings will be lowered.

    By using white hat strategies as well as implementing techniques to make use of social media platforms, such as Grant McArthur SEO & Design Twitter, you will have no problems with improving your search engine position. And by avoiding black hat strategies you will prevent being targeted and black-listed by the search engines, giving you the best chance of achieving top rankings. The key to success in SEO is to always make use of ethical white hat operating methods, (including making use of social media platforms), to help improve your online positioning, while avoiding black hat strategies that will have the opposite effect. Please be sure to check out Grant McArthur SEO & Design Facebook page, one of the best Glasgow SEO companies around.

  • SEO tips for your Website!

    SEO Tips

    To optimize all of your site for search engines, you will have to follow these basic tips:


    1. Make the website about a something important.

    It could be about other things, too, but choose one main subject that is most necessary to your message.

    This task is important, so you may wish to accomplish a little key word research before choosing a subject.

    2. Talk about keywords where they subject most.

    Include your “a very important factor” in the website title, website name, information, tagline, keywords, blog categories, titles on pages, and web page content.

    If you are on WordPress, you can transform a lot of the in the overall Settings or by way of a plugin like All in a single SEO Load up (that I use).

    3. Link to inside web pages on your site.

    A whole lot of content management systems automatically do that, but if yours doesn’t, you will want to be intentional about linking to your most significant pages immediately from your homepage and cross-linking them with one another.

    4. Work with a permalink structure which includes keywords.

    Some sites have “ugly” permalink buildings that use quantities to identify internet pages.

    Don’t do that. It’s harmful to SEO and simply doesn’t look good.

    Use a Link structure which includes text, and be sure to include keywords in your URLs.

    So rather than using a page’s Link be this:
    It will look similar to this:
    5. Remove whatever decreases your website.

    Page fill times are essential, so be rid of any non-essentials that bog down your website.

    These may including music players, large images, display graphics, and needless plugins.

    6. Use keywords in your images.

    Include words that echo your site theme in the image name, explanation, and alt characteristics.

    Also, re-title the document name if it generally does not reflect your primary keywords (e.g. writing-tips.jpg rather than d1234.jpg).

    7. Connect to other websites with relevant content.

    You are able to do this by including a blogroll, hyperlink list, or resources site on your website.

    Of course, get it done sparingly, as each outbound hyperlink is a “vote” for another site. However, if it’s done by you well and folks click your links, this tells google you are a reliable authority on your unique topic.

    8. Update your website frequently.

    Sites with active content often get ranking greater than people that have static content. That’s why sites and directories (like Wikipedia) do this well on search engine’s. They may be constantly being modified with new content.

    9. Ensure that your website is indexed browsing engines.

    A whole lot of search engine’s will see and index your articles automatically, but don’t depend on it.

    You intend to make sure motors like Yahoo, Bing, and Yahoo are crawling your site, so that folks have found you online. ( they could be added by you, if they are not.)

    10. Have other websites connect to you.

    That is really, important really, as it pertains to SEO. The bummer is that it is not at all something you can always control. Apart from creating excellent content, the thing you are able to do is ask (which sometimes works).

    My counsel is to invest the time you’ll trying to encourage somebody to connect to you on just writing great content. And, start visitor submitting on other personal blogs.

    Whatever you do, know that one way links are crucial to SEO.

    11. Stop changing your domain.

    Age your Web address is one factor in your site’s search standing, so show patience.

    If you’re starting a fresh blog every half a year, you may never see your site get the worthiness it deserves.

    12. Write just like a human.

    None of them of the above issues if you create content that appears like a automatic robot published it.

    Write great products, follow the steps above, show patience, and you will see results.

    I recognize that a lot of you have began blogging already, but several tips can be employed retroactively. As soon as if you done this, you can begin writing regular content. For much more about writing SEO internet pages, browse the next article in this series: The Idiot-Proof Fundamentals to Writing SEO Webpages.

    If you’re wondering concerning how well your site is accomplishing on se’s, you may use a free of charge website SEO tool like Website Grader.

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