SEO Terms
SERP (Search Engine Result Page) refers to the pages generated by search engines in response to a keyword query by a searcher.
Search Engines generates SERP and display two main types result types, organic results (best match results filtered by search engine algorithm) and paid results (results matching per-defined criteria set by advertisers and ad space bidding)
Due to the huge amount of relevant items that are available or related to the query, items are ranked and displayed in sequence according to search engine ranking.
SEO (Search Engine Optimization), a methodology and practice to improve organic search engine result page ranking, improve website traffic quantity and quality, through on-page and off-page optimization and technical SEO tactics. SEO improves search engine visibility of a website or web page in search engine results. Common practices include keyword research and optimization, backlinks building, website loading speed, SEO content optimization, meta data.
Pros:
- generate organic search traffics (traffic type which tent to have higher conversion)
- free organic traffics
- search ranking acquired via organic SEO, ranking position is stable.
- residual impact after stopped
Cons:
- slow, take time to improve, progress speed in months
- labor intensive to keep tracking frequently and make adjustment
PPC (Pay Per Click) refers to advertising activities to increase search engine appearance via paid search ads. There are two major ad types, search ad and display ad. Search ads are triggered and displayed to searcher when criteria matched advertisers target. Display ads are displayed without being searched. However, advertiser still be able to define target audience group by demographic and geographic location.
Pros:
- instant impact to increase traffics (paid traffic)
- targetable audience group
Cons:
- traffic stops as soon as ad stops
- no residual impact
CPA (Cost Per Acquisition, also known as Cost Per Action)
CPA is know as Cost per Acquisition or Action. Advertisers are charged by acquisition such as sales, click, subscription, newsletter subscription, form submission etc.
To some advertisers, CPA is a better advertising payment option. It is easier to measure and justify ROI (Return on Investment).
CPC (Cost Per Click)
CPC is an online advertising pricing model. Advertising cost is charged by quantity of CLICK actions.
Advertiser controls spending by setting maximum daily budget in programmatic advertising platforms. Platform will automatically handles ads performance.
Online advertisement placement is on a bidding system. Advertisers either let advertising platforms to adjust bid amount per click, or manually adjust bid amount, to control advertising impression and placement position. Higher the bid budget, ads will appears higher in search results in search ads.
CPC is not fixed. Since advertisers have different budget for online advertising. Maximum bid amount is set according to budget and business goal. Some highly competitive industries, CPC could be as high as US$50+ per click. Low competiton insudtry, CPC could be as low as around US$0.1
CPM (Cost Per Milli, thousand)
CPM is an online advertising pricing model. Advertising cost is charged by quantity of IMPRESSIONS on publishers website. An impression is when ad is fully visible to visitors. CPM is a very cost effective way to establish branding. It focuses on maximizing exposure to visitors on publishers websites. Most industries, CPM is around US$2.5 – US$5.0 for a thousand impression.
CPM is commonly used in programmatic advertising, display ads rather than search ads. Programmatic advertising platforms work with a list of publishers, mostly media websites and blogs with high website traffic.
CPM is good for branding by letting more people to get to know what you are trying to show.
CTR (Click Through Rate)
CTR is the ratio of clicks over impression quantity. Click through rate is a gauge, an indication of ads performance. It can also be a figure to determine popularity of advertised object. For example, an ad has 6 clicks over 1000 impressions. 6/1000 = 0.6%. Thus, CTR for this ad is 0.6%. Each ad and keyword has its own CTR.
CTR is generally higher in search ad than display ad. The reason is simply. Search ad displays when there is request (in need). Display ads shows when visitors location and demographic info match advertiser setting (broad match).
SEM (Search Engine Marketing)
SEM refers to marketing activity to gain website traffics through search engines, such as Google, Bing, Yahoo.
In theory, SEM shall cover both SEO and Paid Search. However, people tend to classify all paid search as SEM. SEO has been excluded in SEM boundary. That means, SEO is used to describe Organic Search engine marketing. SEM represents Paid Search search engine marketing.
Some common terms associated with SEM are:
- PPC (Pay Per Click)
- CPC (Cost Per Click)
- CPM (Cost Per Milli)
- CPA (Cost Per Acquisition, Action)
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Readability is the ease with which a reader can understand a written text.
We use the Flesch reading-ease score formula, as follows:
The higher the score, the easier text is. Scores can be interpreted as shown in the table:
Score | School level | Notes | |
|---|---|---|---|
90 – 100 | 5th grade | Very easy to read. Easily understood by an average 11-year-old student. | |
80 – 90 | 6th grade | Easy to read. Conversational English for consumers. | |
70 – 80 | 7th grade | Fairly easy to read. | |
60 – 70 | 8th or 9th grade | Plain language. Easily understood by 13- to 15-year-old students. | |
50 – 60 | 10th to 12th grade | Fairly difficult to read. | |
30 – 50 | College | Difficult to read. | |
0 – 30 | College graduate | Very difficult to read. Best understood by university graduates. | |
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SEO Services CC is a Melbourne based SEO/PPC agency, offering SEO/PPC services to businesses in Melbourne, Sydney, Brisbane, Gold Coast, SunShine Coast, Canberra, Adelaide, Perth, Hobart, Darwin.
