SEO & PPC FOR YOUR ONLINE BUSINESS GROWTH
Creating a strategy to drive traffic to your website is
challenging. Many entrepreneurs eventually find themselves choosing between
search engine optimization (SEO), or pay per click advertising (PPC). The
former is an organic, long-term approach, while the latter involves some
spending for immediate results. But what’s the trade-off, really? And what
should you choose?
The answers are not that simple, as it turns
out. What you decide on will depend on what your business needs at the moment,
and what your goals are in the long run. Let’s take a look at each of these
methods individually.
SEO for Sustainable Traffic
SEO
SEO as a method is, let’s put it this way,
high-maintenance. The success of it requires producing great content, and
adhering to ethical practices according to Google’s guidelines. Moreover, it
requires consistency. This is why in implementing SEO, there are several people
involved.
There’s your SEO expert, and web developer to
make sure your website is optimized, that it’s mobile-friendly (which is
Google’s preference), and that all the links work. And then there are your
content writers who regularly produce your onsite and offsite blog posts, and
your articles for submission.
It makes sense that it requires this much effort as the end goal is to get your webpage to the top of search results for a given keyword.
It makes sense that it requires this much effort as the end goal is to get your webpage to the top of search results for a given keyword.
How does this help your business? It makes
your webpage more visible to people who search for keywords that are related to
your business. If you have an events management business in New York, you’d
want to rank up for keywords like “events management NYC” or “event planners in
New York”. The best part of it is that when you do finally reach the top of
search results, it’s there to stay on a long period of time given that you
sustain your SEO efforts. This helps your credibility as well as a business.
The downside? It takes a while to achieve
success if you’re starting from scratch, like if you just started your website,
if you just started your business, or if in general you are not as well-known
compared to your competition. It might take several months to reach your goals,
and you might not be prepared for the expenses that come with it.
So when should you use SEO? It’s a good
method to pursue when your goals are more long-term, and when you’re priority
is building credibility among your target audience. Fortunately, there are
plenty of companies who offer SEO services that offer packages so you won’t
have to an in-house staff—an excellent decision for startups and small
businesses.
PPC for Immediate Results
PPC-Chart
PPC will still require an optimized website
and landing page, but doesn’t need regular posts. What does this mean, exactly?
It means you have to make sure that the content in your landing page is related
to what you said in your ad, and of course, the service or product you are
selling. You have to make sure the content is engaging and will encourage the
visitors to stay on your page, and even better, buy or avail your offers.
The benefits of this approach include you
only spending for actual results. It’s called pay per click because you are
literally only paying for every click that your ad generates, so it’s pretty
cost-effective. You also have a variety of targeting options from location to
language, and of course specific keywords.
You get to effectively reach a specific
audience, and wisely the ones that are most likely to convert to customers. And
since the ads are placed on top of search results, it supersedes any webpage
that topped the search results, guaranteeing your visibility.
The trade-off? It’s not really sustainable.
You obviously can’t use PPC all the time as it will likely cost you more. It
doesn’t contribute much to credibility because when people see “Sponsored” on
your ad, it doesn’t give the impression that your website is an authority
because you had to pay to be seen.
So when should you use PPC? For one, use it
as a method when you have time-sensitive offers like discounts or a seasonal
promo. PPC becomes effective here because seasonal offers (like Christmas
discounts and so on) will be relevant to the people you are targeting, and
because you are offering something only for a limited period of time.
It’s also advisable to use PPC if you’ve just
launched a new product or service, or if you’ve just opened shop and you want
to let people know. Just let your PPC advertising service provider know what
you need and they can give you advice on how to proceed.
The Best of Both Worlds
It’s better to look at these methods as
complementary rather than opposite forms of marketing. You have the option to
simultaneously use both for optimum performance. It just matters what your
priority is, and to use both at the same time, or separately, as part of the
strategy rather than shooting in the dark with no goals.
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That’s quite informative. In the modern time Facebook Ads are super beneficial to the brands because they not only increase your audience but also help in increasing the sales. I too am seeking expert facebook ads services for handing over the existing campaign’s management. Do you have any recommendations?
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