Frequently Asked SEO Questions
(Part 1 of a 2 part series)
Recently I was asked two questions from a client who has since signed up to our services. I thought that I would share with you these questions and my exact answers, as they are similar to what a lot of clients want to know. To be fair, what we are highlighting here today is standard practice, and SEOs all over the world are doing the same thing, as commented by Vancouver SEO consultant, Indexsy.
For some background, we were pitching both an SEO Audit and Strategy Development as well as a PPC Audit and Strategy Development. The purpose of these documents is to discover your target markets, create searcher personas (profile the type of people that will be searching for your product/service), discover any technical problems with your website, and develop an ongoing strategy that will allow you to consistently outrank your competitors for your keywords.
Question One – What is the difference between an SEO and PPC strategy.
“Im confused as to the two sections outlining PPC analysis and strategy, and SEO analysis and strategy. Isn’t it essentially the same analysis being done for either? “
The client is having trouble understanding why they need both an SEO Analysis & Strategy, as well as a PPC Analysis & Strategy.
While keyword research and keyword mapping (the task of assigning keywords to web pages on your site, or deciding to create a new landing page optimised for that keyword) will be the same for each of the analyses, the similarities end there. If you take a look at the scope of services for each task, you will see that they are both very different from one another.
Firstly – if you have an adwords account set up, then we will be auditing that campaigns performance, and where we can improve upon. This includes items such as:
Auditing an Existing AdWords Account
- The campaign type
- The networks your ads show on
- Which devices you are targeting
- Which locations you are targeting
- What your bid strategy is
- What your delivery method for showing ads is
- What your schedule is for the ads
- How your ads are being rotated
- Ensure that your ads are in the correct groups
- How your keywords are targeted e.g. broad match, exact match or phrase match and which would be best for you
- How well are you bidding for ad space
- Ensuring you have negative keywords so you aren’t wasting clicks/money
- The format and structure of your ads – are they optimised for clicks?
- Ensuring you have landing pages that will convert
- What ad extensions you are using and if they can be dropped or improved
- And other additional information such as your current conversion rate, how many impressions you are getting and much more.
Setting Up a New AdWords Account
Alternatively, if you don’t already have adwords set up but you wish to, then we will be analysing the competitive landscape and your business goals and objectives. This includes, but is not limited too:
- Strategising – understanding your business, your competitors, your products/services, your target market, and more.
- Creating the adwords account – aligning your campaign with your goals and objectives to provide maximum ROI
- Enhancement – optimising the campaign as we gather data to further drive your ROI
- Measurement – reporting and measuring all aspects of your advertising to aid in enhancement.
The PPC analysis greatly differs from the SEO analysis. Again, if you take a look at the scope of services for our SEO audit, you will see that it is much different:
We audit your accessibility. This relates to the elements that help search engines crawl your website and find out what your website is about:
- Xml sitemap
- Meta tags
- Site architecture
- HTTP status codes
- Flash or java script navigation
We audit and analyse your indexibility which ensures that the search engines are actually including your website in their results.
Then we look at your on page ranking and optimisation factors:
- Your URLs
- Your content
- Information architecture
- Keyword cannibilism
- Duplicate content
- HTML markup
Next, we look at your off-page ranking factors, such as:
- How popular is your website
- How many back links do you have
- Do you have any toxic back links
- Is your website trustworthy
- And much more
Finally, we undertake a competitor analysis to give our team a better understanding of how you are placed, and what will be involved with getting you to outrank them.
As you can see, the SEO audit has a more technical aspect to it, where it focuses on website performance, as opposed to Adwords which focuses on Advertisement performance. I will be back shortly with Part 2 of our FAQ series.
If you are interested in learning more about how SEO can help drive growth for your business, get in touch with Rankd, SEO New Zealand, today.