The current technology means that getting new customers for your company is easier than ever. A quality website is essential. You also need to be able to explain what you can do to make people find you online. Two main tools are available to get your website noticed: SEO and pay per click advertisements. Let’s take a closer look at both to help you choose the right one for your small business.
What is SEO?
SEO stands for search engine optimization. SEO is simply a way to increase traffic to your website by using keywords that potential clients search for when they visit your site. SEO is an organic way to increase site traffic.
How it works
Google and Bing use crawl bots to collect site information and place it on indexes. An index works in the same way as a library. The first results that show up are those sites most relevant to the search terms.
Algorithms analyze these pages for various factors in order to determine their placement in search results. Your website’s match with the searcher’s requirements is a key factor in SEO success.
How to Use it
SEO is not like PPC ads in that you can’t pay for higher rankings. SEO rankings are organic. This means that you need to have lots of relevant, quality content in order to rank high in SEO.
Your SEO is dependent on many factors. SEO is not just about keywords. Keywords are not the only important factor. Quality content is equally important. Speed and crawlability are also important factors in SEO quality.
Site owners could initially just add a few buzzwords to specific parts of their content, and the site would rank. The algorithms are improving and keeping relevant sites at top of search results. You must therefore put more effort.
There are many SEO categories available, including local SEO and e-commerce SEO.
PPC (Pay-per-click Marketing)
Pay-per-click marketing is a popular way to increase your visibility online. You pay a fee for each click on your ads. This is a way to purchase visits to your site rather than get them organically.
How it works
Clients can bid for placement in sponsored links after a search has been done. Your ad might be the best placed if you bid on a keyword like “dog grooming”.
You will be charged a fee for each click on the sponsored ad. It is only a small fee if you are able to use the sponsored ad well. You will get more traffic and conversions than what you paid for marketing. If you spend $3 per click and get $300 in sales, that is a substantial gain.
How to Use it
Although PPC might seem like an easy option to do, you need to research keywords in order for them to be used in great campaigns and ads. Although it can seem like a lot of work, Google and other search engines will reward you for creating targeted content. These ads will allow you to pay less per click. This discount shows that it is worth learning about PPC.
There are differences between SEO and PPC campaigns
Consider your budget, resources, goals and industry to help you choose the best campaign. Also, consider how your site is performing currently.
These are all factors to consider when deciding whether you should use SEO or PPC. Because they offer different ways of driving traffic to your website, it depends. Both will be used by most companies to reap the benefits of each.
- It is economical
- Stable and sustainable results
- Organic clicks are completely free
- Content targeted for different funnel stages
- Organic results are stronger than paid results
- Increased traffic volume
- Expensive and time-consuming
- Continuous improvement is required to stay at the top of search results
- Attention to link-building and content creation is essential.
- No guarantees
- There are frequent changes to algorithms and the learning curve can be daunting.
- Fast results
- Advertisements are displayed at the top search results
- Address and phone numbers can help you make your site more visible in search results
- A smaller knowledge base is required
- Google experts provide support and assistance
- You have unlimited access to tons and tons of data
- Test runs are possible
- Click price can increase
- Price increases when there are more advertising competitors
- Higher initial investment
- Someone must manage the campaign
- Your site can’t stop. Will you continue to receive these leads?
Small businesses will often want to combine SEO and PPC strategies to achieve the best results and maximize their marketing budget. You can harness the benefits of both while minimizing the negatives.