Hi! Are you able to dive into the planet of organic search?

we’ll explain what organic - or unpaid - results are.

We’ll find out what search engine optimization means. And discover how good website content affects organic search results.

OK, let’s get started. Back to the coffee shop, and imagine that you’ve just started offering authentic French macarons, using an old family recipe.

You know there must be people in your city who would enjoy this international treat.

Someone might even be searching for it right now. So, how do you help them find you? Well, when someone searches for something employing a program, the results page they see contains an inventory of organic, or unpaid results.

Organic results typically appear in the center of the page, and are the results the search engine decides are the best match for the search query, or words, that were typed in.

Results pages also will display advertisements, or paid results, though they’ll be separate and labeled as ads.

Although organic results and ads appear on an equivalent page, there’s one big difference: there’s no cost to seem within the organic results.

Websites do not—and can not—pay to appear here. So how can you improve your website’s chances of appearing in the unpaid results?

It all comes down to quality.

Think of it this way. The search engines’ primary goal is to help people find what they are looking for.

If you'll help the search engine decide that your website is what people are checking out, you’re in fine condition.

Making improvements to your website to assist it to appear within the organic results is named program optimization, or SEO. Good SEO involves helping an inquiry engine find and understand your site.

So what do search engines like? Good, relevant content. Think about exactly what your coffee shop’s potential customers might be searching for.

If they want a macaron, they might search for those words. But that’s a reasonably broad search and will also mean a searcher’s trying to find a recipe, or a picture, or the history of the pastry.

Understanding that, it would probably be more useful for you to focus on appearing on searches for homemade macarons, in your city.

So your focus could be to make relevant, original content that reinforces the “how”—that all of your macarons are made up of scratch at your location, and therefore the “where”—that your macarons are available at your bakery, or delivered to certain areas.

This can help your website appear on searches for “macaron bakery”, or related searches like “the best macaron in Cotswolds” or “ready-made macaron for pick-up now.”

That’s organic search results. Showing up in them is a great way to help customers find you—and it won’t cost you a thing.

All you've got to try to do is confirm that your content has relevance to the people searching, so they’ll click and stay for a visit.

Key learnings

When an individual type during a word or phrase on an inquiry engine, an inventory of results appears with links to sites and other content associated with the search.

what organic results are

what search engine optimization (SEO) is

how good website content affects organic search results.


Hey there, able to learn a touch about advertising on search engines?

We’ll cover how advertising on search engines works—that’s called SEM, or search engine marketing.

We’ll explain why it’s so effective, and how businesses compete to show ads.

Imagine you live in the Cotswolds, you’re out running errands and are desperate for a coffee. You pull out your mobile and search for 'coffee shop Cotswolds'.

Now you have a page full of options to consider. Every section on the page —the map, the ads, and therefore the search results — presents options. Who knew there would be so many?

Some of these results are selected by the search engine’s organic formula. These pages are considered the most relevant web pages the search engine can find for this search. The other sections are ads.

If you're taking a flash to match the ads you see to those during a print magazine, you would possibly notice one big difference - every ad is for a cafe.

You don’t see ads for unrelated things, and curiously enough, the adverts seem quite almost like the organic results.

This is by design, and it’s what makes paid search advertising so effective. A search engine’s most important job is to show people the results they are looking for, and this extends to the ads.

The ads you see complement the search results page, with the last word goal of helping a searcher find what they’re trying to find.

So how exactly does search engine advertising work?

There are several models. Let’s take a glance at one popular option, the text ads you see on search engine results pages.

Every time someone searches advertisers competes for the opportunity to display ads. It happens in milliseconds and therefore the searcher won’t see the small print, only the winners: the ads that appear on the page.

So, how do search engines decide who wins? The primary components are the bid and quality.

The bid is the maximum amount an advertiser is willing to pay for a click on an ad. If someone clicks the ad, the advertiser is charged an amount equal to—or sometimes less than—the bid.

So, if an advertiser bids £2 for a keyword, that’s the most they would pay for a single ad click. If a billboard shows on the page but nobody clicks, it doesn’t cost the advertiser anything in the least.

Ideally, bids corresponding to the worth of the keywords to the business but the quantity is up to every advertiser. Some advertisers may be willing to bid 50p for a keyword; others may be willing to bid £10.

Bid averages vary industry-by-industry and keyword-by-keyword. Bids are important, but so is quality.

Winning the auction doesn’t always hinge on having the highest bid. Search engines reward ads and keywords with strong relevance to the search.

In fact, it’s possible that relevant ads can “win” higher spots on the search results page, even with lower bids.

In some cases, regardless of how high a bid, an inquiry engine won't display the ad if it’s irrelevant. paid ads offer another way to promote your products and services on search engine results pages.

With a well-constructed search ad campaign you'll reach customers at the very moment they’re trying to find what you offer.

Key learnings

When an individual type during a word or phrase on an inquiry engine, an inventory of results appears with links to sites and other content associated with the search.

a bit about advertising on search engines

why advertising on search engines is so effective

how advertisers compete for a chance to point out ads on the search results page.


Hey! Want a great tool to get your website more traffic?

We’re getting to tell you all a few free Google service called Search Console.

how it can help you, and how you can get it set up.

So what exactly is Google Search Console?

Well, it is a service that provides you feedback about how your website is doing in Google search results.

It has two primary functions. It monitors your performance in Google Search results. And it also shows you ways Google “sees” your site.

Say you own a coffee shop, and your website needs some updating. Let’s take a better check out a couple of ways Search Console could be ready to assist you out.

One way is through its “Search Analytics” reports. This can assist you to answer a couple of important questions like which searches bring people to your site.

Or tell you when searchers click on your links. They can even allow you to know which other sites link to yours.

Why is this important?

Well, the “Search Analytics” report shows many things, including the foremost common searches bringing people to your site. Ideally, you’d see words and phrases relevant to your business, like:

'Coffee-shop Cotswolds', 'Coffeehouse near me', 'Pastries near Cotswolds', or 'Fair-trade coffee near me'.

If you review the report and see unrelated or irrelevant words and phrases, it’s a hint that the text on your website needs some attention.

Another thing to look for is the number of clicks. You’ll want to understand how often your site appears but gets no clicks—that’s a symbol your content doesn’t match what people are trying to find.

The “Links to your site” report shows websites that link to your site. Think of these as “referrals.”

The list should include websites relevant to coffee. More and more people use mobile devices to access the web, so while you’re in Google Search Console you ought to also inspect the “Mobile Usability Report”.

This means pages on your site that don’t work well on mobile phones, which you'll then fix to enhance your website performance when people search on mobile.

There are two more really handy features within the Search Console to understand about: “Crawl” reports, and “Google Index” reports.

“Crawl” reports allow you to monitor whether Google can visit your sites.

This is important because if Google can’t access your sites, your content can’t be included in Google’s search results.

The “Google Index” reports show what information Google recorded about your site and tells you if your pages are accessible. It’s easy to get started with Search Console.

Go to

Once signed in, add your website and complete the verification to prove you own the web site.

Now Search Console can generate reports for your site—for free! It might take a couple of days before you see useful information because it must first gather and process the info.

If you see a "No data yet" message, check back later. Now that your site’s found out in Google Search Console, you'll use the reports to work out the way to improve your presence on Google.

Using the reports, you'll make changes to assist Google better understand your sites and as a result, make your website perform better.

Key learnings

When it comes to your website, the more information you have, the better.

what Search Console is, and the way it can help

some of its useful features

how to set it up.

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