Okay, okay. In your world it’s more like SEO vs. PPC. Which one is more important? And which one do I tackle first? As a new(er) marketer, it’s a legitimate question. And ironically, Googling it will give you a million different answers. For our super new marketers, let’s take a step back and define Search Engine Optimization (SEO) and Pay-Per-Click (PPC).
Given Google’s series of algorithm changes over the past several years, ranking at the top of search results now requires much more than just clever keyword usage, some basic HTML coding, and a few meta tags for your website. If you want your website to rank high in Google’s search results, your content needs to be authoritative, authentic, high in quality, and easy for users to navigate through.
On September 27, Google held a special event and conference to celebrate the company’s 15th anniversary, during which it announced a new search engine algorithm change called Google Hummingbird. This newest update is claimed to be Google’s biggest algorithm change since the launch of Google Caffeine in 2010.
Last week, reports in various webmaster forums suggested that SAPE, a paid link network, was penalized by Google, possibly resulting in downgraded rankings for offending websites.
I’ve never heard of SAPE, but I certainly didn’t find the news surprising. As a proponent of White Hat SEO tactics (i.e. ethical practices), our marketing agency does not partake in link buying. When asked, we firmly stand our ground against such practices.