Tuesday, December 3, 2013

Encrypted Search Makes Adwords PPC a Priority in Online Marketing Strategy

How Encrypted (HTTPS) Search Makes PPC and Content Marketing a Priority in Online Marketing Strategy

What the Google Analytics page of most small business owners looks like right now.
Google recently switched over all searches to HTTPS/Encrypted search, making most keyword Analytics data invisible... and online marketers and small business owners around the globe gasped in unison. Thankfully, it was not the end of the world, because keywords and SEO are not the end all be all of a real search marketing strategy.

However, the disappearance of the majority of the keyword data was still pretty hard on small business owners trying to run their own SEO for their business, because it was not just about figuring out which keywords they should focus on. It was about figuring how people are actually finding them.

So in the past, we could say to a client "look, you got x of hits from 'keyword1' and y of hits from 'keyword2,' so we should do this and this and that..." A lot of clients got used to hearing it that way. So the change doesn't affect the job that SEOs do nearly as much as it effects how they report that job to the client. Now, it's just (not provided).

In combination with all of the updates and news in the past, Google's search endgame has always been the same - provide users with the best search results and balance it with their Adwords PPC platform.

4 Major Points in Recent Google SEO History:

  1. Adwords started giving advertisers a bid discount for having a high quality landing page with good content.
  2. Panda targeted and penalized bad and scraped content
  3. Penguin hit people who "over optimized" using shady but widespread anchor text link buying techniques.
  4. Google moves to encrypted search.

So, with the search being encrypted, the advantage of Adwords PPC becomes apparent: keyword data is open to analyze, and the data can be combined with the data still provided by Analytics to create a non-"over optimized" content strategy and base a creatively organized Adwords campaign around this natural strategy to supplement.

Given these these factors, the next stage of SEO and SEM is what it was always trying to reach - original and organic content, and actively optimized Pay-Per-Click campaigns.

Stay tuned for more on the subject. In the mean time, if you would like us to consult you on your company's PPC and content strategy, contact Rabbit today!

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