Guide to SEO vs PPC

Search engine optimization (SEO) is one of the most critical aspects on which you can focus in your marketing mix.

Search engine optimization refers to the work you can do to make your website more accessible for people to find online. When someone types a specific term or expression into a search engine, we call it a keyword or key phrase, they get a long list of results – thousands of them in fact.

So what happens when a website appears on page 10? Well, when was the last time you clicked on page 10 or even page 5? What about page 3.

Most people are like you. They almost never click beyond the first page.

Most of the time, if they don’t find what they’re looking for, they start from scratch with a new search rather than clicking on endless pages of results. That’s why it’s so important to make sure you’re at the top of the list.

Not only will seven out of ten people click on one of the first three results. This means that you should be concerned about your ranking in organic search results. This is a ton of highly targeted relevant traffic. You could go to your site depending on the keywords you have chosen. All the potential customers, the readers, the subscribers you say, who come to you.

This is why SEO is essential.

To help prevent spam and misuse, Google and every known search engine have created their very own personalized proprietary and extremely sophisticated algorithms to evaluate and decide the position of every website on their search results page for a specific keyphrase, and you want to do everything possible to improve this ranking.

There are specific things that you must integrate into your comprehensive SEO strategy to improve your rankings.

Build “Quality” Backlinks

Backlinks are the most crucial component of any SEO campaign, and without it, you should not expect to get any organic traffic from Google or any other search engine. Backlinks act as a signal for search engines to evaluate the authority, content relevance, content quality, and popularity of your domain or website. The more backlinks your website have from other niche related websites, often directly correlates to how high your website’s position is in the search engine results.

Keyword Research

Every website can be categorized in a specific niche, and it’s your responsibility as a webmaster and business owner to maintain your site’s niche relevance. For example, let’s say you have a website on “Android smartphones.” Anyone can easily understand that your site is focused on technology, gadgets, and precisely on the “Android” ecosystem.

Now you got an idea of selling T-shirts online. Do you think you should be selling T-shirts on your “android” focused website?

Well if your answer is yes, let me tell you – it will be a complete disaster because it will damage your sites niche relevance.

So, it’s vital that you perform keyword research within your niche. Personally, I will suggest you focus more on finding key phrases which have a better chance of converting into a sale rather than searching for key phrases that will only generate traffic without helping you make any money from your site.

After all, what’s the use of website traffic if it doesn’t even convert? In the long run, you will not only be wasting your time but also a lot of money on content creation, promotion, link-building, server management, and whatnot.

What is PPC?

You already know how search engines work and how an SEO campaign can help your website get a higher ranking. Well, in today’s ever-evolving marketing world, even the best SEO strategy is sometimes just not enough.

At times, the keywords your business is targeting, and the ones you want to optimize for are faced with very tough competition from high authority websites. In those circumstances, you can be powerless to outrank them. In these kinds of situations is where PPC, or pay per click, advertising can come into play. Even though you can’t rank organically, using PPC you can still get your business showing up in the search engine ads.

PPC is a type of digital marketing where you as a business or an individual only pay when someone clicks on your ads. It allows you to target users who are already actively looking for your products or services.

PPC is popular mainly among companies that do not want to wait for their SEO campaigns to begin to rank in the top SERP positions. So, it doesn’t really matter if your SEO wasn’t strong enough for your site to be ranked for a competitive search term, your link can still appear on the search results page, all thanks to “pay per click” ads. And because you are going to pay only for “legit” clicks, this form of advertising is beneficial when you think about it, only people interested in your offer click on the ad, and you only pay for the visitors concerned.

Now compare this to traditional advertising. Do they ask you to pay for people who have read your ad in the newspapers? Notice the difference. It is clear that with PPC, you not only save your hard-earned money, but you also get exposure to people who are actively looking for your products or services.

Suppose you own a local bakery and want more people to buy your fresh bread in the morning.

You can set up a campaign and target people who are looking for terms like “fresh bread.” Yummy!

Not only can you target the people who are looking for these terms, but you can also target users at a specific location at specific times of the day and even depending on the device from which you are searching.

You can then choose to display text ads above the organic results, or you can display banner ads on various web properties.

The great thing about PPC advertising is that there is no minimum budget which makes it very accessible to every advertiser. It is not necessary to break the bank for it to work.

Also, there are many ways to stretch your budget to make it go even further. Let’s go back to our local bakery. Let’s just say your business is closed on weekends. You always have the option to schedule your ads to stop being shown to potential buyers outside of your business hours.

This means that you won’t have to waste any money on clicks from people who are willing to visit your store on weekends. You can also save a lot of money by excluding or blacklisting individuals who are looking for irrelevant terms. You already know that you want as many visitors as possible looking for fresh bread. However, you do not want to show your ads to people who are looking, for an example of how to make fresh bread.

If you are a business and you are thinking of implementing digital marketing in your promotional campaign, PPC is the best place to start. It’s due to the fact that you get full control over precise audience targeting, flexible budgets, and evidence-based results. It’s a fact that PPC can help you easily and quickly achieve an array of business objectives, such as sales lead generation or brand awareness.

What’s the Difference Between SEO and PPC?

The main difference between SEO and PPC is the time it takes your site to rank on search engine result pages.

We all know how long it can take for any SEO campaign to show its effect on your site’s position on SERPs. But what if you are a seasonal business? You don’t have 3 to 6 months for SEO to work because by that time the season will be gone along with all your business opportunities.

In such a case, you can harness the power of PPC. True, it requires an initial investment, but you also get to save precious time which you can then invest in improving your product, service, or optimizing your site for better conversion.

Top Local Search Engine Optimization Tips

The web is always getting more and more competitive and achieving high, global rankings on the search engines are harder to get. Ever since Google unleashed its ‘3-pack’, things became even more competitive as it resulted in less screen real estate in Google Maps.

However, for most businesses, particularly those that target local regions, the most relevant form of traffic originates from local search. So what can you do to ensure your website is properly optimized for local search?

Here are a few local SEO tips you can implement today:

1. Utilize Keywords to Target Local Regions

Targeting the local market can really boost your SEO as high rakings in this section tend to be less competitive. For instance, businesses targeting the term ‘hospital’ will have to compete with every other hospital on the planet.

However, a contractor targeting the term ‘Atlanta hospital’ will just have to compete with hospitals in Atlanta who have a site and are actively trying to search engine optimize their sites.

Something you may want to note is that adding local phone numbers and location modifiers that illustrate your key phrases and pages usually have a higher conversion rate ideally.

2. Pay Attention to Other Search Engines

Most companies tend to focus their local SEO efforts in achieving high rankings or visibility on Google only. While it is true that most people use Google for queries, focusing your efforts on other search engines like Bing and Yahoo can ideally be helpful as it increases your visibility.

Even so, we know that Google local SEO has the best potential and so, it is best to start there before proceeding to other search engines.

3. Get Listed in Online Directories

Getting listed on all the free online directories is one of the first steps towards getting local traffic. There’s no reason in this day and age to not get listed in Google Places/GMB or Bing Local.

Most individuals will go to these locations when trying to find a local business. Chances are you will see references to your business, but the information may be wrong. This is where you perform an audit and update the listings. Ensure that the information is correct and consistent with what is found on your website.

4. Register Your Domain with The Business

Another local SEO tip that most businesses don’t know about is registering their domain names with their company addresses. There is some evidence suggesting that Google utilizes the address that the site is registered under as a means to rank local results. Another indicator of relevance is the location of the company in the map ‘centroid’.

5. Claim Your Business

You can list your business with NAP or name address and phone, and other related information. If you discover that your business is already listed, you should attempt to claim the business listing and update the information accordingly. It is always a plus when people search for your business and find all relevant information including when you open and close on the first page of Google.

6. Create Multiple Domain Names

If you are providing services in more than one nation, you may want to create domain names for each country you operate in. To determine if a certain URL is relevant to search results in a certain country, Google looks at the top-level domain.

This can be an excellent strategy for both local and international businesses. Unfortunately, some companies try to abuse this tip by spamming with multi-location for key phrases. As such, it’s advisable that you tread carefully and consolidation with a helpful navigational architecture might actually be a better choice.

Also, keep in mind that if you start attracting a bad link neighborhood profile from the domains and ultimately bleeds into your primary website, your rankings may drop.

7. Stay Clear on Your Target

Some companies are focused on a local region, while others are countrywide, but would like to target a specific location. This can be hard as the SEO efforts required to get traffic from a specific region may undermine your efforts to get traffic from other locations, including globally.

As such, you need to emphasize that you offer services for the other parts of the country as well. With many offices, you can manage listings in a bulk manner.