Written Assignment: Case study

1. Why is important that businesses maintain a high level of visibility on SERPs?

Maintaining high visibility on SERPs increases a businesss visibility on search engines, translating to increased website traffic. With high visibility, more people will see the businesss content in search results and interact with the content by visiting the business website. A company that maintains high visibility on SERPs indicates that the business is credible, and more people will trust the business (Schulthei & Lewandowski, 2021). When a business appears on the first page of SERPs, visitors will subconsciously trust the business, assuming the business must be doing something right to have such a high ranking. Visitors are more likely to make a purchase or recommend the company to others, increasing the businesss organic traffic. Domain authority is another benefit the business will get from high visibility on SERPs. Having a high domain authority leads to search engines rewarding the website with more traffic. Brand recall and popularity are enhanced amongst visitors because they consistently get to see the same business when they perform searches related to the businesss specific area or industry.

2. Why are organic search listings more valuable than paid search listings for most companies over the long term? Even though organic search listings are more valuable, what are some reasons that companies should consider using PPC advertising as part of their search marketing strategies?

Organic search listings are valuable because they offer a better return on investment over the long term. Organic traffic not only drives qualified traffic and conversions but also improves brand perception, increasing the trust and credibility of the business. Paid searches are fantastic for the short-term for the company to gain instant results. Most companies value organic search over paid search listing because organic search attracts relevant users (Panchal et al., 2021). Organic traffic continues to bring visitors to the website in the future, while paid search listings stop working when you stop paying for the ads.

A company should consider using PPC advertising as part of its search marketing strategies to capitalize on its content marketing strategy as it waits for search engines to rank the companys website and start delivering search results. A company can use PPC advertising to produce instant traffic. Using data from the traffic, the company can then determine keywords, ad copy, and landing pages that effectively drive conversions. The data is insightful as it can be incorporated into the organic traffic marketing strategy. Targeting can be done using PPC...…least favorably by the marketplace. Using Twitter search, read a sample of tweets where people discuss the companies. Can you draw any conclusions as to specific reasons why the companies are viewed favorably or unfavorably?

The company viewed most favorably is Sprint. Sprint has 409 mentions, 4.5k interactions, 1.1m reach, and eight shares in the last seven days. Sprint might have fewer mentions from Verizon, but it still comes top due to its interactions and reach. AT&T is the least favorable due to its low performance in the four categories of mentions, interactions, reach, and shares. AT&T had 205 mentions, 55 interactions, 2.7M reach, and four shares. The reach by AT&T is the highest of the three companies and could be seen as favorable to its audience. However, with the lowest mentions, interactions, and shares, we can see that people are not talking or interacting with the company even though the company has the widest reach.

Sprint is viewed favorably because it offers better services than the other two. The company is leading in its 5G reliability over Verizon and AT&T. AT&T is viewed unfavorably because it has been receiving negative news coverage over the last couple of days. Negative news lowers peoples interest in the company, and fewer will want…