Google Authority

Google ‘authority’ is an indicator that represents your website’s importance to Google
The more authority the greater opportunity the site would have to rank higher in searches

Historically this was largely defined by the number and ‘value’ of backlinks to your site, although Google did insist it considered ‘over 200 factors….’ when calculating a website’s ranking.

More recently Google Authority has evolved to include a range of additional factors such as page load performance, absence of errors, use of Social Media etc etc

Purchase Decision Research

The period of time when a prospective purchaser is doing a market scan (in our case searching online) to select and ultimately purchase a product or service.

Pay per Click Advertising

Pay per Click (PPC) or Paid Search is a performance based internet advertising scheme.

Google dominates PPC with their AdWords product, a sophisticated pay per click environment providing internet advertising linked directly to Google’s search engine results.

If a Google user types a search that matches keywords in an advertiser’s campaign, their AdWords advertisement is displayed in the ‘sponsored links’ area to the right of to Google’s natural or organic search results.

This allows advertisers to promote to an individual at the very time they are searching while they are performing purchase decision research.

If the searcher clicks your ad, two things happen:

  • The searcher is redirected your site.
  • Google bills you for the click cost.

Adwords advertisements can be optionally promoted through the ‘Google Network’ using Google’s AdSense. AdSense allows webmasters to add Adwords ads as advertising content in their site.

What does a click cost ?
Good question ! It varies because click costs are linked to a bidding process, so the more competition for your keywords, the more expensive a click is likely to be. You are effectively bidding on the keyword(s).

The more you bid the more prominent your ad is displayed. Paying more does not make your ad convert better. Ultimately it is the searcher who decides if they are going to click on your ad.

The highest bidder’s ad is displayed in the most prominent position on the results page, and so on down to the lowest successful bid. There are often unsuccessful bids – ads that didn’t get displayed. Adwords automatically filters these out, eventually suspending them until they are upgraded – either by increasing their bid or modifying the related keyword.

The clicked ad is charged at 1 cent more than the ad ranked below your bid. Click costs range from cents through to many dollars depending on the market and region

An AdWords campaign consists of several through to numerous keywords, all relating to the targeted products or services and the associated ad.

Depending on products, keywords and the business model, it may be more effective to create multiple AdWords campaigns individually targeting different keyword groups.

Google AdWords provides region-based filtering of ads. You can target an AdWords ad to one or more geographical regions – cities, states, countries or nations. If you only sell your widgets in Adelaide, South Australia you don’t need to advertise to someone in California. If however you are in a multi-national or global marketing AdWords also allows you to easily reach that market.

Adwords has extensive online, near real time reporting. The ability to critically examine campaign metrics aids in prompt and accurate campaign tuning and the ability to closely track and manage a campaign over time.

Digital campaign reviewing is a real time process, where unsuccessful keywords, ad text for budgets can be analysed and addressed, unlike traditional marketing where reviews begin along the lines of ‘…now that we’ve spent the money let’s see how good an investment it was…’

A real value of PPC is the level of accountability for money spent.
Costs can be linked directly with the number of times the ad was shown (impressions) and clicks.

Succinct ideas provides Google Adwords campaign establishment and management services.

Search Engine Results Page (SERP)

We’ve all seen them, but maybe were not aware of the sales importance of these innocuous three lines of text so let’s look a little closer.

A SERP is typically formatted like this:

This is the SERP first line
This is the SERP’s second line which should contain a compelling
reason to go to your website to read more about your services.
www.your website address

When your site is in a search result page, it is your SERP that will influence the searcher to click and visit your site.

If your SERP successfully influences the searcher and they click on your SERP you get the opportunity to pitch your business and ultimately sell; if not you’ve lost a sale. Consequently the SERP is one of the most critical pieces of copy in online sales.


The reference to Keywords is used in a couple of contexts:

  • Search criteria used by your prospective clients when they search the internet for your products or services and/or
  • Predominate words in your website

Keywords are more typically two or three word phrases that are not always grammatically correct, and may include an element of geography eg SEO Adelaide

Selecting your target keywords is a cornerstone activity in establishing Pay per Click (PPC) and Search engine Optimisation SEO campaigns. We have written Discover your target Keywords to try to help guide people through this process.

The Long Tail

This visual model can be used to describe statistical distributions of amongst other things, search results.

The long tail illustrates that the majority of searches are distributed throughout a wide range of individual keywords (i.e. in the long tail of results) rather than the more obvious highly sort after keywords

For more information review the Wikipedia item on the Long Tail

Back Links

Inbound Links or Back links

These are links from other websites to your website.

Also known as inbound links, back links from quality websites help improve your website’s Google ‘authority’. Conversely, backlinks that dont comply with Google’s quality recommendations may create problems for your site.

Digital Competitor

There are two forms of digital competitors:

Same industry different place
The internet does not respect geography. Although there are businesses similar to yours off-line you never compete because they are too far away for clients to consider using them. On the internet they are all as close as your client’s computer screen!

Different industry same keywords
On the internet you compete for search terms or ‘keywords’
Often you will stumble across accidents of language where the popular description for your offerings coincidentally and unfortunately matches a description in a completely unrelated business or industry.

e.g. You hire indoor plants so your keywords might be plant hire but that’s also what the civil construction industry use to describe earth moving equipment hire !