Weekly SEO news: 13 December 2016
Welcome to the latest issue of our newsletter!

Here are the latest website promotion and Internet marketing tips for you.

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please forward this newsletter to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How SEO and SEM will help your business

Businesses of all sizes can benefit a lot from SEO (search engine optimization) and SEM (search engine marketing, also called paid search marketing). You're leaving a lot of money on the table if you do not use SEO and SEM to promote your business. 

This article explains how to use SEO and SEM to get more paying customers.


What is SEM and how can it help your business?

Paid search marketing is an easy way to get website visitors. If you advertise your website through SEM, you pay search engines to list your website for particular keywords. When someone searches for that keyword, the search engine will show your ad. You only pay when someone clicks your ad.

The biggest advantage of SEM is that you can get listed for any keyword, as long as you have enough money. The biggest disadvantage of SEM is that is costs a lot of money. If you pay for the wrong keywords, you will lose a lot of money.

The main SEM providers are Google AdWords and Bing Ads. Google's revenue mainly comes from SEM.

What is SEO and how can it help your business?

Search engine optimization refers to all activities performed to improve the rankings of your web pages in the organic (unpaid) search results.

SEO includes on-page optimization (optimizing the contents of the pages on your website) and off-site optimization (optimizing the links that point to your website).

SEO makes sure that search engines can understand the information on your website. If search engines think that your website is relevant to a particular search query, they will show your website as a result for that search query. SEO helps you to show search engines that your website is relevant to these search queries.

The biggest advantage of SEO is that you do not have to pay for any clicks. In addition, organic listings usually get many more visitors than the ads that search engines show for a keyword. The biggest disadvantage of SEO is that it takes longer to get listed in the organic search results.

How to get the best out of both worlds

Both SEM and SEO will help you get your website in front of potential customers. In general, it is best to use both methods:

1. Start with SEM to find the keywords that deliver the best return-on-investment.

Paid search marketing is a good way to find the keywords that work best for your business. Eliminate the keywords that will only cost you money and concentrate on the keywords that deliver new customers to your site.

2. Optimize your web pages for these high-performing keywords

When you know the keywords that work best for your company, use SEO to optimize the pages of your website for these keywords. If your website is listed in the organic results, you will get many more visitors for a fraction of the cost.

Try SEOprofiler now

Search engine optimization is not difficult if you know what you have to do. The tools in SEOprofiler help you to optimize your web pages so that they get high rankings in Google's organic search results.

In addition, SEOprofiler offers an easy-to-follow step-by-step list that guides you through the optimization process. If you haven't done it yet, try SEOprofiler now:

Try SEOprofiler now

2. Internet marketing news of the week

GoogleNew wave of referrer spam wrecking Google Analytics data

"A new surge of referrer spam is damaging Google Analytics data sets. These attacks have rendered the Traffic Referrals report useless for many Google Analytics properties. The problem can even be so significant for small business sites that it seriously distorts the number of sessions and page views. [...]

Referrer spam isn’t particularly lucrative compared to other forms of cyber-crime. But referrer spam is so easy that it has become a real nuisance."

Confirmed: Google rolling out new desktop search interface 

"It looks like Google is starting to roll out the new desktop search interface we saw them testing a month or so ago. It might be Google just bumping up the people who see the test, but I am now even able to replicate it across several browsers, with the exception of Safari."

GoogleFrom Black Friday to cyber week: winter holiday 2016 ad trends 

"Advertisers sponsoring these keywords spent $8.9 million on U.S. Google desktop text ads over the Black Friday-Cyber Monday weekend in 2016 vs. $15.4 million on text ads over the same period in 2015, and $9.6 million on U.S. Google desktop product listing ads vs. just $2.9 million on product listing ads in 2015. [...]

As shoppers buy during a wider range of times and places, retailers are trying different strategies to reach them, which may include advertising earlier to stay out of the fray; embracing broader 'Cyber Week' promotions to maximize share of wallet; and using social, search, and other digital channels to supplement mass media campaigns with more targeted and timely messages."

+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • Google testing another news card style in desktop search results.
  • Google adds “buy e-book” options to book Knowledge Panels.
  • The Guardian: Google, democracy and the truth about Internet search.
  • Microsoft's Home Hub ambitions aim to crush Google Home and Amazon Echo.
  • Google: Going HTTPS vs switching URL structures are different.
  • NORAD tracks Santa.

3. Previous articles