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.
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.