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Month: April 2017 (page 1 of 2)

Pay per click (PPC)

Ranking in the top for Google search results is hard, but that’s where you need to be in order to get the amounts of business you want.

This is where Webcraft.ws, a leading pay per click agency in South Africa, along with PPC marketing can assist you.

PPC marketing is one of the greatest ways to drive high quality/targeted traffic to your site immediately. PPC marketing allows you to have complete control over your marketing efforts, letting you target customers based on factors such as; keywords, location, time and date etc. ensuring that your paid search ads are seen by the right people, at the right time. PPC marketing gives you measureable results from the get-go, enabling you to monitor and ensure that you are getting the ROI you want.

A lot goes into creating a successful PPC marketing campaign, Webcraft.ws has positioned itself as a leading pay per click Cape Town agency with many years of experience with PPC marketing, giving us the ability to offer the highest quality pay per click service available.

If you are wanting to start a pay per click campaign, choose Webcraft.ws, the company delivering the best paid search Cape Town has to offer.

Benefits of Pay Per Click Marketing include:

  • Growing your customer base due to being connected with people deliberately seeking a product like yours.
  • Benefiting from the low cost alternative of advertising on-line.

Where To Use Keywords

There are 8 places that you can use keywords on your website to signal to Google which pages on your site you want to rank for which keywords:

Page Title: The page title, also known as a title tag or title element, is written in the coding of the page, like this – <title>Mention Your Keywords Here</title>. The page title isn’t displayed on the page itself, but is shown in the search results and in the web browser. You definitely need to add your the keyword for a page here, but don’t just put the keyword and nothing else. At the very least, put your business’s name either before or after the keyword.

Url: The web address for the page (i.e. www.yoursite.co.uk/mention-your-keywords-here). This is a good place to add keywords as you can use them without needing to use them in a catchy or enticing way like with the page title or H1 tag. Using keywords in your url isn’t possible when trying to rank your homepage though.

H1 Tag: The main header tag for the page. This is normally the title at the top of a page that tells the reader what the page is about – like an article title in a magazine or newspaper. This should ideally grab the interest of visitors to your site, to make them want to read on, so you need to balance using your keyword with making it interesting.

Body Content: The main written text on a page, such as a product/service description or an article. You only need to mention the keyword once, though you can mention it more times if that happens naturally when you’re writing. You definitely don’t need to aim for any kind of keyword density (2%, 5%, etc.).

Site Navigation Link Text: The text that forms the links in your top navigation bar or sidebar. Using your  target keyword in its exact form here can look spammy, and can negatively affect the user experience, so normally you’ll have to use a shortened or alternate version of it.

In-Content Link Text: The text that forms the links on your pages that link to other pages on your site (e.g. this links to a page on this site about SEO for internal links). Mix up your usage, by sometimes linking up the exact keyword and sometimes linking up a partial sentence that the keyword is in. Always keep the user experience in mind with this.

Image Tag: The html code used to add an image to the page (i.e. <img src=”file-name-including-keyword.jpg” title=”Title of the image including the keyword” alt=”Description of the image including the keyword”>). This text won’t show up on a page, unless, for some reason, the image itself doesn’t load. If there are multiple images on a page, you can add variations of the keyword to each of them.

Meta Description: The snippet of text that gets displayed in the search results to describe the content of the page. Search engines don’t use this as part of their ranking algothrim, however, they do highlight/bold any keywords used here, which makes your site stand out more in the search results and seem more relevant.

Google no longer takes into account the meta keywords tag (i.e. <meta name=”keywords” content=”Keyword 1, Variation of Keyword 1″>), as it’s too easy to manipulate and spam. As they don’t pay attention to the tag, it makes no difference at all to your site’s rankings if you use it or not. Some sites still use it, some don’t.

If anything, you’re better to not use it, as doing so makes it easier for competitors to pinpoint what exactly keywords you’re targeting.

How Often To Use Keywords

The page title is by far the most important place to add the keyword for a page, so make sure, at the very least, you use the keyword there.

If you need to make it part of a phrase, change the order of the words, or add a divider or two, so as to make it look more professional or to target more keywords, then that’s fine – it won’t prevent you ranking 1st for that keyword.

In addition to using the keyword in the page title try to use it, or a variation of it, in at least 2 of these 3 places…

  • Url
  • H1 Tag
  • Body Content

…and at least 2 of these 5 places…

  • Site Navigation Link Text
  • In-Content Link Text
  • Image Tag
  • Meta Description

If you do that, then your keyword, or variations of it, will be in at least 5 of the 8 keyword placement options, and it should be clear to Google what keywords to rank that page for. You can safely use your keyword in all 8 places, however, if you do so, it’s essential that you use multiple variations of the keyword. If you list the exact keyword target (e.g. ‘Birmingham Accountants’) in each of those 8 places, then you’re really risking an over-optimisation penalty.

You don’t have to use a keyword, or variations of it, x amount of times to be able to rank a page for that keyword – there’s no magic number to aim for. What you should not do is let the quality or professionalism of a page suffer because you’re trying to force a keyword in a couple more times. You should always place the readability and usability of your site above keyword usage.

If, for whatever reason, you can only use a keyword in a couple of places on a page, that doesn’t necessarily mean that ranking well for that keyword is impossible – it just makes the process of ranking it a bit more more difficult.

You can still rank 1st in the search results for that keyword if you have better content and more high quality back-links than your competitors.

How Does Google Rank Websites?

The websites that Google ranks on the 1st page of of its search results for any given search term are the ones that they consider to be the most relevant and useful. They determine which websites are the most useful and relevant by using a complex algorithm (mathematical process) which takes into account 200+ different factors.

Google doesn’t let people know what those factors are, however, through a combination of research, testing and experience, a good Google SEO consultant knows what the most important factors are.

For example, most SEO’s would agree that the following are all important ranking factors…

  • Keyword usage
  • Site structure
  • Site speed
  • Time spent on site
  • Number of inbound links
  • Quality of inbound links

The algorithm is designed and set-up by humans, however, the rankings given to websites are wholly determined by the outcome of the algorithm. There’s no manual intervention by humans to adjust the rankings specific websites are given by the algorithm.

The website ranked in 1st place is the website that the algorithm has given the best score to when taking into account the 200+ factors. Google is constantly reviewing, adjusting and updating its search results, so a website that is ranked 1st today could potentially not even be on the 1st page next week.

If a website stays where it is, rises or falls in the search results is dependent on one overall consideration – how it compares to the websites it is competing with i.e. the other websites who want to rank for the keywords that it wants to rank for.

So, for example, if a website that is ranked on the 4th page for a particular keyword phrase decides to improve its site structure, add new content and seek out new high quality backlinks, whilst the websites on the 1st – 3rd pages of the search results don’t also make improvements, then the website on the 4th page will rise in the rankings.

How much it rises is dependent on the existing authority and quality of the sites above it and how much value Google’s algorithm places on the value of the improvements that have been made to the website. It could rise up just a couple of positions or it could rise straight to the no.1 position.

There’s no magic button that an SEO can press that guarantees a no.1 ranking, however, by paying attention to the factors that the algorithm places value on, and actively working to improve them, they can guarantee to improve your website’s rankings in Google.

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