Google has been busy adding speed metrics, over the last few years, which they have stated will influence the search engine ranking of websites. There are few important factors that contribute to the SEO of websites in last few years that Google changed things:

  • Speed of website
  • SSL certificate, or does your website has https or not
  • Mobile optimized websites

To continue on the path of adding new metircs that work with SEO and to improve the experience web users have with websites, Google has introduced three new metrics for determines the page experience one can have on a website – they go under the name Core Web Vitals.

What are the Core Web Vitals

Google Core Web Vitals

The Core Web Vitals are three extra factors that can influence the page experience a web user has on a website.

  • Largest Contentful Paint (LCP) – this measures loading performance. How long does it take for the largest contentful paint to be loaded. Google states under 2.5 seconds are good, whilst 4+ seconds as poor.
  • First Input Delay (FID) – this measures interactivity. How quickly is the web page able to become interact upon being requested to load. Under 100 milliseconds is deemed good, whilst over 300 milliseconds is poor.
  • Cumulative Layout Shift (CLS) – this measures the web page stability. How the content moves with different parts of loading, or how responsive and stable the site is. If it is under 100 milliseconds, this is good, whilst over 250 milliseconds is poor.

The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile devices.

What should you do?

Google’s Core Web Vitals are looking to be properly introduced in early 2021. since they are in the early development stage at this moment and website owners have time to correct and make changes to their website to improve their Core Web Vitals.

On the whole, improving the LCP is all about improving the loading time of the website, which is something website owners should have been doing for a while now anyway since the website speed is one of the important factors for some time..

For FID, this can relate to your server and a few other metrics, which you can work to improve on if it is poor.

The interesting new metric is the CLS, since pop-up banners, adverts loading and other extra elements can cause a website to have a really poor CLS. For this reason, this could prove problematic for website owners as to how to improve. You can view your website’s core web vitals by either using the Pagespeed insights or by looking in your Google Search Console.

Google has made clear that content is always the biggest factor in ranking, as so it should be. However, if there are many websites with similarly good content, factors such as CLS could be the difference between ranking top to bottom on search engine results pages.

A lot of people will say that during the COVID-19 pandemic the usage of the internet went up to the skies since everyone was stuck in their home and consuming online content. With that many assumed that search traffic exploded also, which is not really the case because the use of the internet does not refer exclusively to online searching but also a wide array of activities like video streaming, virtual meetings, gaming or social media.

But that also doesn’t mean that online searches didn’t go up in this period, especially in categories of health, news and other relevant industries. That as a result had the drop of searches to other things like nonessential business websites and small businesses from both paid and organic search results.

This means that SEO looks very different depending on the industry, since if you have a for this period very relevant and essential business, then SEO was very important for you to push you up over the other competitors in the selective fields. On the other hand if you were running a nonessential business you would feel a huge drop in the visits and thus the SEO then didn’t matter anyway. And all that situation made a lot of small businesses close their doors.

On the positive note, even though the COVID-19 is still trending, it will not do so forever in the search terms. Evergreen questions your customers have will remain relevant long after the pandemic is over.

There is one thing about SEO that people usually don’t think of. SEO is not just about getting traffic to your site, it is about getting qualified traffic. That means that visitors who are getting to your website are looking for what you have to offer in the forest of trending topics and all your hard done SEO over a long period of time made your content stand out with authority on a certain topic. Search engines don’t offer your content for visitors just because you have it, they give it because they think you have something good to offer.

During this pandemic period and economic crisis on the rise, SEO is super important for small businesses. This is mostly because the people want to support small businesses during economic crises as they usually get punched hardest. All the big corporations can usually survive by scaling down and the small business version of scaling down is usually closing down. Thus it creates a sense in the community that if everyone is in financial problems, people will rather give their money for a product or service they need to a local small business and help them out, than giving money to a big corporation who usually fires people to scale down.

And this is where the SEO for small business pays off more than usual because it gives them a competitive edge.

Both strategies, SEO and PPC cost money to get traffic to your site. The difference is that for SEO you pay people to get your website free organic traffic. But problem is that happens over time. It may take a year for results to show. For PPC, you pay the service provider, you pay for ads and you get immediate results. This might give a certain feeling that PPC is the way to go. But SEO experts think otherwise and that the best way forward is to use the two together.

Good things about PPC

  • You can pick your keywords and build the ad around it
  • PPC generates immediate traffic and gets you instant exposure, possibly on the first page of search results.
  • You can target people who are searching for similar products.
  • You can choose the time, geographic location and position on the page.
  • You can target geographic locations and track data.

Bad things about PPC

  • You pay for every click. People may simply click through without any intention of buying.
  • PPC results show up in search results and it faces stiff competition
  • There is no guarantee that even finely crafted ads can lead to conversions.
  • Your ad, and therefore your company, is visible so long as you have an ongoing PPC campaign. Suspend it, and you go off the radar.
  • PPC does nothing to enhance your reputation

Good things about SEO

  • Search engines rank your website based on your search engine optimization strategies. Some visitors may prefer such listings to PPC and are more likely to click through, especially when they wish to obtain more information.
  • Even if you suspend SEO operations for a while, your presence is there on search engines.
  • Keep pushing it and SEO will result in the increasing volume of organic, convertible traffic. Plus, you establish a robust online presence and reputation and keep improving with the passage of time.

Bad things about SEO

  • It requires a good  website to serve as the base of SEO operations.
  • It is not easy to get to the first page and the first five at the top of it. It is much harder to keep that position.
  • It takes time ranging from 6 months to a year for your site to show up on the first page of search results and if you are not doing it alone, you are paying SEO people to keep working on your website regardless.

Mixing SEO and PPC

SEO is excellent and so is PPC. The smart thing that expert marketers do is to mix the two together. PPC gives you analytics on keyword performance and keywords used in searches. So use that data for improving your SEO keyword content. Or vice versa, SEO experts are likely to conduct research and then decide keywords for the SEO campaign. Use those keywords in your PPC campaigns because these keywords have been clicked and converted. Lets say you start a PPC campaign. Visitors search using keywords and your ad shows up and they click through. You get data on their behavior on your website and that helps you to modify websites to lead to longer, better engagement.

Analytics show results of pages that generate most revenue. You can focus on these pages as well as others that need improvement. Keyword research tools can maybe help you make an educated guess about which keywords to use in your SEO, but PPC reports are data driven. You can create SEO plan using keywords that have actually delivered traffic. Which is actually showing us that it might be best to use PPC first to get raw data and quick results and then use that data to build your website for a long run results of SEO building.

Many brands are only investing in one type of marketing at a time, PPC or SEO marketing strategies as they consider them to be separate but in reality, those two strategies can work really good together to bring full potential in the SERPs. So not to integrate into one another for a site marketing would be a big mistake.

SEO strategy is used for increasing a site’s organic traffic through search visibility and site authority. On the other hand pay-per-click (PPC) advertising seeks to generate traffic through created and targeted ads in search engines or social websites.

While they are essentially different, they both aim for similar goals. Also, SEO and PPC strategies often are dependent on eachother, feeding the other with important information for helping to improve the performance of the other one. To better understand the symbiotic relationship between these two marketing methods, let us see how they are different and how they are alike to outline how SEO and PPC feed each other’s outcomes.

SEO and PPC: The differences

SEO is process that aims to increase the quality and quantity of traffic that a site receives from search engines. There are a variety of SEO techniques for improving rankings, including content creation, technical optimization, link building and others. On the other hand, PPC advertising is a model of digital marketing where advertisers pay an amount each time an individual clicks one of their ads.

While these two tactics both go under the category of search engine marketing (SEM), there are some key differences between these two concepts.

Paid adverts appear at the top of search engine listings, above the organic rankings which are influenced by search engine optimization.

Also advertisers who generate traffic from their ads must pay for those site visits. Organic listings that obtain clicks as a result of earning visibility by utilizing SEO practices are free.

But the results generated from PPC campaigns, be it conversions, traffic, awareness or all of the above is immediate. Problem is that once the promotion ends, a site’s metrics will probably revert to pre-campaign levels. On the other hand, SEO strategies often take a while to gain momentum and businesses may not see a return on their investment for many months and even up to a year. However, once a company’s search optimization strategy begins producing results, those changes tend to be long term.

SEO and PPC: The similarities

While PPC and SEO are different in many ways, they also share some similarities. Both tactics aim to drive traffic to a website and also are often aimed at generate conversions. While one does this through paid means and the other through a process of climbing the SERPs organically, the end goal remains the same.

SEO and PPC are both keyword driven strategies. While advertisers will conduct keyword research to identify prosperous phrases to bid on and irrelevant ones to exclude through negative keyword lists, SEOs will also analyze relevant terms to understand how to optimize titles, content, technical elements and other critical on-site aspects.

So PPC and SEO can help eachother if used together to maximaze SERP coverage, while advertisers are waiting for SEO strategies to kick in, they can use PPC to get results right away and use it until SEO takes over or at least balances out the SEO gain to PPC gain.

Keywords play the important role in any type of content. Every SEO marketer considers keyword research as an major part of their job. SEO experts have agreed that keyword research is known as one of the most difficult tasks apart from content creation and link building and making wrong keyword decisions can make big losses to any website. So here are some advices that you need to keep in mind.

Mistake to Avoid While Performing Keyword Research

  • Not Paying Attention to Searcher’s Intent – It is very important to match the content with the search queries of the people to ensure that the website can retain the potential traffic. In the race of ranking the content, most people go with keywords that will not match with the query of the user.
  • Ignoring Long-tail Keywords – With long-tail keywords, they have low volume but they represent the lowest part of the funnel and when users search those keywords they know specific what they are looking for and are more prone to conversion when they find what they are looking for. By targeting the long-tail keyword you will be able to answer the exact query of the searcher.
  • Overlooking SERP – Most people are using tools for finding keywords but fail to analyze the keyword rankings. Analyze the content type which Google is ranking for a particular keyword and shape your content accordingly.
  • Oblivious to the Audience – It is crucial to understand where the audience looks for the answers to their query. People may chose Google as their search engine while others may look for the information on YouTube, Facebook or Twitter.
  • Ignoring Localization – Some websites use keywords that are related to their product but still fails to drive conversions or traffic as they don’t use location specific keywords. Just having the right keyword is not always enough for driving traffic.
  • Unaware of Competitors – Many people make the common mistake of ignoring the SERP competition. In the process of keyword research, make sure that you are also analyzing the competitor’s keywords research.
  • Applying SEO Keywords after Writing the Article – To perform Search Engine Optimization on the content, keyword research must be performed first.
  • Client Picking the Search Term – A common mistake that people make is to allow the client to pick the search term.  Provide the client with keywords that will help in driving quality traffic because client might target some wrong keywords that will not help in driving conversions.
  • Concentrating on the Exact Match – This is not how you should write your content, you need to always ensure that you are writing it in a way that you will be able to explain it to someone without repeating the same words again and again. Stuffing your content with all the related keywords that they can think of will not work to gte better rankings.
  • Not Asking the Real People – Always talk to real people along with using SERP and SEO tools. Real people will tell their queries that you can use as the information and look for keywords that will help you to answer their queries.

 

SEO is an effective investment that will pay for itself in the long run for your online business. If you don’t make SEO an important part of your online business you might get stuck without proper progress and if you don’t think about how SEO can do good things for your online business, then here are few reasons to change your mind.

Offers Long Lasting Results

One of the best things about SEO is that it is a long lasting strategy but to achieve that it takes time for your business to start notice the benefits of good SEO strategy. You need to understand that you will not be able to do such a thing with SEO after a month or two. Just because SEO did not provide immediate results does not mean it is pointless or ineffective. If you have started a new website for your business, then you will start seeing results in a period of 6 to 12 months.

Is a Cheaper Alternative

When compared to other paid search strategies, SEO is a probably the cheapest alternative even though you will have to spend money on SEO in the start. But that is still better than paying for traffic month by month. If you want short term results, you should stick to paid advertising, but if you want to see long term results, then you will need to go with SEO. Looking at the bigger picture, Search Engine Optimization will improve your search engine visibility by leaps at a yet at lower cost than Search Engine Marketing.

Gain the Trust of your Audience

In the old days, it was quite easy to rank on keywords but things have changed since then. If you want to rank, you will need to know exactly who your target audience is and by giving them what they want, you will create awareness for your brand and build authority. Your website will gain authority by gaining credibility and trust and for that to happen you will need to deliver exceptional content with valuable information and have an easy to use and clean website.

Increase Traffic and Customers with Local SEO

From all the good reasons why you need to invest in SEO, local optimization should be at the very top. Local optimization can be used for your search for local keywords and blog to be integrated into your articles, which will boost your rankings like a lot. To start with your local SEO process, you will need to Google your business, add information and then connect that information to your website and also add pictures and link your social accounts too.