Adwords Adwords is also known as PPC i.e. Pay Per Click. Adwords is a product of Google mainly to advertise via its search engine Google. In case someone is looking primarily for a promotional activity looking to drive traffic to their website, create a buzz around a launch and is looking for quick results, Adwords is the way to go. One can tweak their ads as per their requirement to reach a perfectly targeted audience as per their needs for whom the ads may be relevant. A PPC ad solution like Google Ads doesn’t have the same results as SEO, and won’t improve your organic search rankings. Adwords can also be a great way to find the most relevant and appropriate keywords for SEO. But, because of its flexibility, Google Ads can help businesses of every size grab attention from people online in the moments that matter – that is, the exact moment they’re searching for a business like yours. SEO Search Engine Optimization or SEO in the simplest of terms means to get a select set of keywords for a respective website and bring the search results of those keywords on page one. In order to achieve that, one needs to make sure that the website is search engine friendly. Using the tools via Adwords and adding the keywords suggested these keywords can also be added to our overall SEO activity. A search engine friendly website can be ‘read’ easily by search engines and used with ease by users. The website needs to have an SSL certificate and it needs to be mobile responsive as well. Content marketing will help one create the right content, SEO will help one optimize content for search engines and get more organic traffic and social media will promote one’s SEO optimized content to a wider audience. Conclusion All in all to sum it up it is important to note that SEO is a long term activity and one needs to be patient while initiating the same. In case one is looking for short term results only for visibility and a quick duration an SEM activity will be more beneficial. Adwords and SEO are not competitors but they are two powerful tools available at one’s disposal. One can use Adwords when one wants traffic fast but one needs SEO for the long term and sustainable online success.
Google Analytics is the premier and most important tool to do a detailed analysis of one’s website. To gain detailed insights into the visitors of one’s website, how much time a user is spending on a certain page, the flow and overall behavior when one is on the website is key. As a business owner one needs to constantly monitor this data and understand in detail the key metrics behind using Google Analytics. Key Metrics: 1. Users Users simply tell you about the number of users visiting your website on a daily, monthly, yearly basis. It also differentiates between new and returning users. This helps one determine overall website traffic and the number of people visiting our website regularly. 2. Bounce Rate It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site. The lower the bounce rate the better is your website. The higher the bounce rate the more is the need to revise the overall flow of the website. 3. Time Spent Time spent simply means the overall time spent in minutes on particular pages on the website. Bounce rate and time spent are the two most crucial to understand the quality of the traffic. 4. Acquisition Acquisition simply helps one understand exactly where the users are coming from our website. These may be organic search via Google, social media platforms, other referral links placed across the internet, mailers, etc. 5. User Flow This helps to understand how well the overall marketing is working & how users behave on the website. It also helps understand bottlenecks in the user journey & what pages they exit from. 6. Conversions These need to be set up manually but are crucial to understanding value driven by users & it can be separate to monitor not only sales but also leads. Other Tricks: 1. Always use a UTM Urchin Tracking Module parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. 2. Ensure to set up conversions for new Landing Pages Conversions simply help understand whether the marketing efforts are followed as per the original intention. Hence, it is crucial to set up new conversion methods when a new landing page is created for one’s marketing efforts. 3. Set up a custom Dashboard Custom dashboards as the name suggests helps one only look at things one wants to focus on by only adding fields and key metrics that are extremely relevant.