Benefits of Online Advertising

As the internet space becomes more crowded, top ranking organic listings (the free ones) get harder to achieve. Google takes approximately 80% of UK searches, so getting listed on this search engine is essential; others such as Bing and Yahoo are less important.

THE BATTLE FOR PAGE 1 RANKINGS

Each year, Google changes its search algorithm up to 600 times. Most of these changes are minor, however every so often Google rolls out a “major” algorithmic update that will impact on search results in significant ways.

On  April 24, 2012 Google rolled out its "Over-optimization penalty", a "Web spam Update", which was soon dubbed "Penguin." Google adjusted a number of spam factors, including keyword stuffing, and link schemes aimed at propelling websites higher. This impacted an estimated 3.1% of search queries.

Following Google policy as it evolves is important because it's getting tougher on websites that use "black hat" techniques such as hidden text stuffed with keywords or link farms.

The goal of Google ranking changes is to help searchers find sites that provide relevant information and a great user experience, and fulfil their information needs by returning higher-quality sites in search results.

That is what we aim to do at Beechwood Communications: building great websites is our business. Designing websites for our clients that look good and are useful to visitors is our aim.

GOOD GUY WEB DESIGN

According to Google, they want to reward the “good guys” who are making great sites for people searching, not those who are trying to exploit their algorithms, and using questionable tricks.

More subtly, earlier in 2012 Google launched a page layout algorithm that reduced rankings for sites that don’t make much content available “above the fold”. This has design implications, and many design-lead websites could get caught out by this, and their clients page rankings could start to drop.

In essence, there are several hundred programs run against the website contents in Google's databases, which apply Google's algorithms. For your average web designer, print design agency or business to keep track of these changes is just about impossible, particularly those using "black hat tricks".

KEEPING TRACK OF GOOGLE

The net result of this is that Beechwood optimise websites for top search engine rankings keeping track of Google changes and making adjustments to maintian a best practise approach where necessary.

With 600 changes or more a year, this requires continuous adjustments to websites in order to maintain or increase their page 1 listings.

We also frequently recommend running PPC (Pay Per Click) campaigns to dominate page 1 listings and to fill in gaps for keyword listings that are not on page 1.

This policy works well, and we can see that a combination of good construction technique, ongoing SEO works combined with quality PPC campaigns means we can increase visitor traffic significantly and improve conversion rates from both organic listings but also PPC.

ONLINE ADVERTISING ESSENTIAL

Online advertising is now pretty much essential for successful online businesses. Free listings is an attractive proposition however actually achieving a page one listing will involve allocating an online marketing budget for ongoing SEO, or PPC and SEO.

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