Tag Archives: Long Island

The Difference Between SEO and Google Pay-Per-Click

seo-pay-per-clickWhen forming Internet marketing campaigns, there are many options that need to be taken into account. The clear goal is to get visitors to your site that are intent on purchasing the offered goods or services and to then convert them into paying customers or clients.

The methods on how to accomplish this vary, in serving different needs for business owners. To get search engine visibility, you can 1) optimize your website, or 2) put up Google Adwords pay-per-click ads, for example.
If you run a business on Long Island or in the New York City area, which is the right Internet marketing strategy for you? Here are some details that can help you decide:

What is Google Pay-Per-Click (PPC)?

PPC is a service that Google offers to companies, in order to get themselves and their websites prime positioning on the results pages for specific search terms. Here, companies literally pay Google for each user that visits their website, regardless of what the users are actually doing on the site. While the PPC method promotes companies by way of these ads to users, they don’t do anything for improving the quality or online presence of your site.

The actual price you pay-per-click has nothing to do with the sites’ overall conversion rates or the time users spend on the sites for that matter, with prices ranging anywhere from cents on the dollar to about $20 per click. These prices largely depend on the market you enter as well as your respective competition. If you’re willing to pay for it, PPC is quick to do and requires relatively little effort to get optimal positioning on results pages. It does not involve making beneficial improvements to your site or further establishing your brand, leaving the business owner in a win-lose situation, as merely obtaining better positioning doesn’t warrant any increase in conversion rate.

PPC Summary: PPC gains your website immediate visibility but you will pay per click. It is a great way to get your website visible to customers but you will lose your visibility the second you stop advertising. It is a great, nimble tool to get keyword rankings in a short period of time. If you do not have strong organic rankings, PPC can be an important part of your Internet marketing plan.

What Is SEO (Organic)?

Search engine optimization, SEO for short, is the processes by which one gets to be placed in top organic positioning for given search terms. Achieving SEO doesn’t have a tangible cost, in terms of dollars spent, but does require effort in campaigning. SEO campaigns involve creating an excellent site, building awareness about your site online through various platforms, and even optimizing your HTML code.

According to Ephricon.com, most studies show users are three to five times more likely to click on a site in the organic listings than to click on a paid advertisement, with all things being equal. There are no shortcuts in organic SEO, as you have to deserve to be the #1 organic result for a given search term in order to attain that positioning.

Many companies look to hire an SEO consultant on Long Island, ensuring that you get the wanted results without having to pay Google every time someone visits your site, including those visitors who have no real intention of making a purchase or contacting the company. Ultimately, you need to build a valuable site and influential brand in your respective market in order to succeed in organic SEO.

SEO Summary: Search Engine Optimization is a process and is not advertising. It is a strategy to organically rank your website itself. It is more sustainable and you do not pay per click. Though you need to keep up with optimization on your site monthly, once you achieve rankings, with properly “white hat” SEO tactics you should be able to maintain visibility and get higher ROI over time. SEO is an important part of ensuring that any website is visible to your target audience.

Which strategy should you use?

If you are not sure, it’s helpful to evaluate your marketing plan and to test different strategies to see which has a better result for your particular business. Many businesses use both strategies simultaneously or in combination.

The short answer: For immediate rankings use PPC. For better long term results use SEO.

To find out more information on Organic SEO services and Pay-Per-Click, call Upside at: (516) 610-0922.

6 Ways Long Island Lawyers Market Themselves Online and Increase Their Web Presence

lawmkngIf you own a Long Island law firm and are looking to grow your internet presence, you are not alone. The adoption rate of online marketing for attorneys has been exponential in recent years.

Lawyers now market themselves using websites, social media, advertising and other lead generation tactics. Lawyers continue to invest in marketing strategies that differentiate them and expose them to new, untapped markets. While word of mouth referrals still remain a leader in bringing in new clients, firms that market themselves well online not only outcompete their competition but find new sources of revenue.

For attorneys where your reputation is your intrinsic value, it’s very important to have a strong internet presence and overall influence. The market is competitive and clients are constantly comparing and contrasting firm’s based on what they find about them online.

Is your firm’s reputation strong online?

Are you found in top positions for your practice areas in the search engines?

Where are you being outperformed by other firms?

If you are a leader in your niche, it’s important to demonstrate that online, where potential clients are searching for you on Google, Yahoo, Bing, Legal Directories and other sites.

Here are 6 practical ways that lawyers are marketing themselves online to ensure they are building their web presence.

1.    Utilize a User-Friendly, Informative Website with Quality Content: One of the most critical aspects to establish yourself as a powerful force on the web is to have an easy-to-navigate and engaging website with informative content. A crisp, clean website with useful information has great potential to captivate potential clients. Furthermore, make sure your website is fully optimized for your keywords and the respective cities you serve to maximize your online presence.

2.    List Your Firm on Local Business Directories and Legal Directories: Listing your law firm on local business directories and legal directories is not only incredibly easy, but is also a very effective marketing technique. Besides the fact that most local directories allow you to post some of your firm’s information for free, these local directories help you quickly grow your practice regionally. By placing advertisements for free over the internet, you have a much better chance to have increased traffic to your firm.

3.    Start a Blog with Relevant Information Related to Your Practice: Blogging and posting quality content allows you to establish yourself as an expert in your niche while proactively helping potential clients solve problems that are on their minds. A blog is a great resource for people looking for specific information about a topic and allows for a seamless transition between your blog and your firm’s website. Moreover, a blog is one of the best features to aid in search engine optimization.

4.    Create Informative Videos About Your Law Firm: With videos becoming such a strong presence in social media, engaging people with videos on your website has never been so important. Videos with a personal message from you to your target audience can be a powerful way to communicate to an online audience. Having great social content allows you to truly enhance your visibility over the web. They also rank better in search engines than static web pages do.

5.    Build a Strong Public Image: By having a strong public image, you can assert yourself as a dominant figure in the legal landscape you serve. Lawyers can do this through press releases that publicly declare their recent successes or talk about the community orientated work they perform. Having positive reviews online will allow others to see the benefits that can come about from working with you.

6.    Use Web Analytics to Help Drive Marketing Investments: Web analytics are a great tool to analyze data reports related to search engine optimization. By carefully examining web analytics you can see what your law firm does well and how you should improve your law firm marketing. By understanding the behavior of your audience, you can get a better grasp on what you need to do to attract more clients.

Are you doing all of these things, or should you be doing more?

Lawyers continue to increase their investments in internet marketing. Having a well optimized lawyer website, an appropriate social media presence, and a lead generation strategy in place helps many New York law firms grow. If you have any questions on how to begin the process, reach out to your lawyer marketing firm or marketing consultant. They will be able to put an appropriate program together for you that will achieve your firm’s marketing goals.

If you have any questions, call (516) 610-0922 or email info@upsidebusiness.com