Warning: excessive use of acronyms below.
The online success of a business largely depends on the traffic generated from its website. In order for it to grow, it is important to attract your customers organically, as well as take steps to attract them through ad campaigns and online marketing. You can achieve these goals by using effective techniques like SEO and PPC. Both are valuable aspects of any marketing plan, but which is the right strategy for your business?
SEO
You’ve probably heard the words “Search Engine Optimization” before, but do you really know what it means and how to use it correctly? Essentially, SEO uses specific keywords and strategies to rank your page(s) higher in search results. This is important because almost 80% of the online traffic you receive is searched on search engines like Google. Unsurprisingly, people are more likely to choose websites that appear near the top of the results page. Any ongoing web marketing strategy you have should include SEO to stay in front of the public at all times.
One of the main advantages of SEO is that it has been statistically proven to give you better leads on average. Many of the organic leads who voluntarily seek your services become long-term customers and can spread the word to other future customers. In fact, many people have started to unconsciously ignore “paid results” when browsing the web or searching on Google. Ranking “naturally” high in search engines establishes you as a credible and respected brand that consumers can trust. You can draw natural attention to your page simply by using keywords effectively. For example, if you’re a cleaning service in Jacksonville, you’ll want to put “Jacksonville cleaning service” somewhere on your page to push your search results to the top.
CPAP
It’s not just about SEO – pay-per-click advertising is also a valuable component of your online presence. PPC is a method of advertising where you bid to have your ads appear in “sponsored” results when someone types a query that includes your keywords. It’s called “pay per click” because you have to pay for each user who clicks on the ad you’re promoting.
The main advantage of PPC is giving immediate results. SEO tactics take time to rank high in search engines if you have a new or little known site. With PPC advertising, you can get your business name and services in front of millions of people as soon as you make a payment. This strategy is perfect for announcing urgent information such as product launches, special offers, big events, etc. You can even target specific audiences for your ads, such as income, gender, and age range. PPC can be very effective in increasing exposure in a short time and putting your name on the map.
So what is the best option for me?
The answer to this question is not so simple. In a nutshell, you need SEO and PPC to boost your online presence to the max. Not only must you use both strategies, but you must also know when to use them. Targeted SEO tactics are important for generating quality leads over time and building sustained traffic; while PPC is great for boosting your online marketing campaign and promoting special offers.
