Matt answers the question “What is SEO and PPC?” This interview was conducted by Steve Fretzin for The Origination Station, the top business development e-training for attorneys.
Steve: Welcome everyone to Origination Station. My name is Steve Fretzin, I am here today with Matt Chiera of Ice Nine Online, a top SEO and Pay Per Click specialist and we are going to do a little interview today that can of explain what he does and how he helps attorneys grow their practices through using the web. My first question is, can you just explain a little bit more about how attorneys can use Search Engines Optimization and PPC, which is Pay Per Click, a little bit more effectively?
Matt: Sure! First off, thanks for having me. SEO stands for Search Engine Optimization and essentially what SEO is the process of increasing availability for a website in Organic Search Results, what I mean by that is Google Search Results, Yahoo! and Bing. Typically when we talk about SEO we are talking specifically about Google, basically getting more free traffic into a website from Google because they have the lion’s share of the search market. Basically when you are talking about SEO we are really talking about the rankings within Google, so when you type in “bankruptcy attorney in Chicago” and you see those free listings underneath the paid listings, those are organic listings. SEO is really getting rankings in that organic section in Google.
Steve: Is that the best thing that an attorney would want is to have natural searches?
Matt: You definitely want that and the reason being is that, aside from the cost of hiring a consultant or an agency to optimize your website and execute SEO for you, its free traffic. So if you start getting rankings for a lot of keywords related to how would someone would search to find an attorney, what’s going to happen is you will get a lot of free traffic into the website which you are going to convert into leads or have people read your blog content, etc.
Matt: PPC is Pay Per Click, so that’s essentially any form of online advertising where you’re paying when someone click on your ads, most common PPC ads people typically see are the ads top of Google, so again when you type “Chicago bankruptcy attorney” there is going to be a handful of ad listings that you see at the top of a page in Google, that’s PPC – those are paid listings.
Steve: And those attorneys are paying every time someone clicks of that link – they’re getting people to their website or their landing page but they are paying a free for that.
Matt: Exactly. You are paying for every time clicks on those ads, and a big part of PPC is determining which keywords you should be showing ads for, sending bids to those keywords and there is a lot of tactics even within that.
Steve: Okay, that’s really interesting stuff.
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