Paid advertising can be an important component in generating leads from your website. But it's ephemeral, you're renting the space, stop paying for it and you return to the deep dark depths of page 7.

Where Your Site Is

Your website is a vital tool, it stands in for you and your business when you can't be in front of a potential customer. It's vital that your website appear where your potential customers are looking and in almost all cases that's in the results of an online search query.

Search engine optimisation (SEO) focuses on your organic ranking. The two main SEO stages are identifying what search terms you want to rank well for and adjusting your site to encompass those terms. This can be done in the technical parts of a page as well as the human facing parts. When a search engine indexes your site it determines what your site is a match for and ranks you accordingly.

Where You Want It To Be

Once indexed, you appear on a search engine results page (SERP) that tallies with how relevant your site is to the search query. There are a multitude of factors that go into how you rank for a search query and, to some degree, these are quite secretive. Search engines don't reveal everything that factors in their algorithm because they want to limit gaming of the system, their value is providing the best result for a search term, not the most algorithmically compliant result.

Most search engines will allow you to buy space at the top of the first page of results. Search enginge marketing (SEM) involves placing an ad where searchers will see it and paying the search engine for every click it gets, referred to as pay-per-click or cost-per-click (PPC/CPC)advertising. The more competition there is for a term the more expensive the clicks can be. While there is budgetary gains in targeting longer tail keywords there's also a loss in potential audience.

Another Way of Getting There

When you compare click amounts from SEM listings with those of organic search results, organic search results get 94% of the clicks. If there are two ads at the top of the page you might get 3% of the clicks each, while the next fifteen results, shared equally, would get around 6% each. Not all clicking is equal, well written PPC ads generate clicks. Organic results at the top of the page get more clicks than those at the bottom. But in searh results there's more clicks to go around. A first page listing can make all the difference to the success of a small business.

Improving search results provides you more potential customers. To improve your SERP you need to ensure your site is doing things that search algorithms reward. They like to see regular updates to your site, this indicates that a site is active and up to date, which is better for searchers. They like to see links coming into your site from other sites, this means the site has some reference value. They like sites that don't just cram keywords into every sentence, through latent semantic analysis (LSI) search robots can get a sense of what the site is about without the bluntness of oft repeated keywords.

The Why of a Content Writer

Creating and sharing content helps to improve the factors determining your search ranking. Content is cumulative, as are its effects. An interesting blog piece that connects with your audience can generate traffic for a long time after you post it. You pay once for a piece of content and receive long term returns. With PPC you literally pay for each click. Content can be repurposed into new forms: ebooks, podcasts, videos, etc; PPC ads can't.

Working with a content writer you can develop and create content that not only appeals to your potential audience but also improves the ranking of your website, generating more traffic. The cumulative effects of content creation makes it a better mid-long term strategy than PPC.

If you want to know more about the writing I can do for you, want to ask questions about how what kind of content can work for you, or just chat about THAT episode of Black Mirror, get in touch.