Pay-per-click (PPC) is a type of SEO, which is separate from organic search. PPC falls under the category of SEM because you are paying per click.
PPC is a paid advertising campaign in which you pay money directly to a search engine such as Google to be listed on the first page of their search results, these results show up in the top and side boxes on the search pages. Google has a system in place called Google Adwords which First Wave can setup and monitor for customers who wish to reach beyond organic search to target a specific result. Campaigns setup with google adwords, can target specific cities, regions, keywords, products and even times of day. Google Adwords are expensive because they are setup so that the customer is charged every time someone clicks on a link to the company website. Many companies bid on the click fees, it is a competition of sorts and fees vary from industry to industry depending on how competitive the bidding is. Costs can go anywhere from under a dollar to over fifty dollars per click! In order to manage costs customers can choose a specific budget and a daily spending limit, capping the costs, the sky is the limit for clicks and costs when you choose to set-up a PPC campaign. First Wave will set-up, manage and monitor your PPC campaign for a flat monthly fee. There are a variety of statistics available and different ways to tweak the campaigns, this must be monitored regularly to achieve the best result. We like to include the customer in these steps we will work with you target your markets.
To offset the costs associated often customers choose to pull away from costly yellowpage advertising, in order to work directly with Google in these PPC campaigns, it is much more bang for your buck, Google’s power to drive customers to your business far exceeds yellowpages in today’s world of advertising.
First Wave always likes to start with Organic Search Campaigns and they are often enough, but if you want to cast a wider net, PPC is a great option to consider and can be part of a more aggressive SEM campaign.
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links.
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.
What is White Hat SEO?
An SEO technique is considered white hat if it conforms to the search engines’ guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.
What is Black Hat SEO?
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
File Transfer Protocol (FTP) is a standard network protocol used to transfer files from one host to another. First Wave client’s sometimes use FTP to move large amounts of data from their computer to First Wave’s servers usually during the website development stage or for large printable images. An example would be if a client had a large amount PDF documents or high resolution images that cannot be easily sent via email. FTP is often a more convenient than burning CD’s or saving to a memory stick because there is no need to drop off or mail these items, they are obtained electronically.
First Wave’s all new Content Management System (CMS) allows non-technical users to make changes to specific parts or pages of their websites with little or no training, it is a very user friendly setup.
Our CMS System fits into set areas of any website, users can add text, images and documents to any page or multiple pages while still maintaining all the benefits of a custom website. Along with more advanced features such as; the ability to resize images, change font settings and create links. This is especially useful for written calendar updates, what’s new areas and hours of operation. CMS can be setup anywhere on a client’s website and can be accessed as often as needed. To upgrade your account to include CMS contact us at First Wave www.firstwave.ca