- Susan Kovbasyuk, proprietor of The Colchester SEO Company, Essex
Lots of companies seem to take an either/or approach to organic SEO and adwords campaigns and I have to say this is a bit of a mistake as they can work very effectively together. Also using adwords can sometimes help to sort the wheat from the chaff in terms of keywords quickly and with a low outlay.
The type of website you have is important and informational sites benefit more from good strong organic SEO and may not even need to go down the adwords route, except for a boost to certain areas or for specialised long tail search terms. E-commerce
sites benefit best from good organic SEO and adwords combined but many only go in for the latter as they see this as the most effective.
It’s a little know fact that adwords campaigns on poorly optimised sites cost more and are also less effective because the ads for these sites get shown less than ads from well optimised sites.
Google places high importance on text relevance on the page you are sending traffic to on adwords campaigns as well, so if your page has little or no relevant text your ad might not even get approved and shown. Some e-commerce sites have very little static text and consequently get penalised by Google for relevancy which impacts on the cost and success of their ads. I suppose it’s perceived that the adwords campaign will compensate for all these deficiencies but that’s not actually the case.
You get much better and more cost effective results from your adwords campaigns if you pay as much attention to the organic SEO on your site as you do to your adwords campaigns.
If you want further information on how to get the best out of your website using both organic SEO and adwords then please contact
Almost every time I assess a client’s website I hear the same question. What does bounce rate mean? So time to explain.
On your Google Analytics report you will always see the bounce rate as a percentage and it’s actually the percentage of single page visits where your visitor arrived on a landing page and left from that page. In short it’s a measure of relevance and quality and if you have a high bounce rate it suggests that visitors are not finding what they are expecting to find i.e. the page they landed on is not relevant and there was nothing else to attract their attention so they left.
A lot of people think the bounce rate is only important on an adwords campaign but in many ways it’s even more important on your organic searches. You may not be aware but one of the tools Google uses to assess the cost of a click is the quality/relevance of your site on an organic level, so if you have lots of pages with a high bounce rate on your website and you are doing adwords campaigns, you might be paying a bit more for your clicks.
The good thing is that Google Analytics can tell you bounce rates on your site in general, on specific pages as well and on your adwords campaigns. It can also tell you the number of visitors, where they are coming from, what keywords they used to get there and how long they stayed on your site. Lots of good reasons for making sure that you sign up for Google Analytics. It’s not much good having a website if you don’t know what it’s doing for you, is it?
Ideally your bounce rate should be under 50% but a few points over isn’t a major crisis. You might also note that some pages have a much higher bounce rate than others, which means they might need a bit of a review. It’s a good idea to navigate your users to other areas of your site from each page, using links, offers, new content. If there is somewhere interesting for them to go they are less likely to “bounce”.
If you require any further information on SEO, adwords or Google Analytics please feel free to contact firstname.lastname@example.org.