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What you need to know about boosting organic traffic to your website, as well as paid advertising to increase conversion rates and boost revenue
Do you have a website for your business that you think isn’t performing as well as it could be? Have you been trying to study SEO strategies and then incorporate them into your own domain? Do you feel it’s enough, or do you think it still needs a bit of a push? Have you ever considered making use of PPC management services as well, in order to further bolster your campaign?
Whether you’ve already been in the business for 20 years or simply started this year, you most likely already have a website for your business. After all, in this day and age, you would be missing out on a large chunk of potential customers if you don’t have one.
However, if you do have your own business domain, one of the first things you want is to drive high-quality traffic into your website, doing so in a way that is both efficient and effective. If you want to get returns from your investment in making the website, this is something you should prioritize.
Besides, this should be the main purpose of your website: spreading awareness for your brand, thereby giving you a longer reach to connect with potential customers. In order to achieve this, you need to make use of SEO or paid advertising.
The next thing you should consider is which strategy best fits your company, and your brand. These two strategies have proven to be the most effective in gaining quality traffic, and though it can’t be seen overnight, the results speak for themselves.
Before you make a decision though, you should know the ins and outs of both, and then make a decision. Here, we explore both search engine optimization and pay-per-click marketing.
What is SEO and PPC?
SEO is a way to boost the incoming traffic to your website by increasing the ranking it has on search engines, most specifically Google. As google today averages over 40,000 search queries per second, it’s obvious why businesses want to target the giant search engine primarily.
There are a lot of minute details that go into increasing your website’s ranking like keywords, backlinks, metadata optimization, keyword research, high-quality content, social media marketing, and many others. All of these are used in order to get more people to go to your domain, and possibly convert.
SEO aims for the organic listings, which are the search results that you see below the paid advertisements. If done properly, your SEO campaign will bear fruit in the form of higher search engine ranking, also known as the search engine results page (SERP).
If somebody used certain keywords or phrases to look for something, and it happens to be related to what is on your website, they are more likely to be directed to your website if you have a higher ranking.
PPC, also known as pay-per-click, is the quick and easy way to get your website right on top of the SERPs. As you may have noticed, the first links that pop up when you get your search results are ads, and these are the sponsored results gained from PPC.
If we were to liken them to games, SEO would be your free-to-play option, and PPC would be a pay-to-play version. But wait; does this mean SEO is totally free?
Both SEO and PPC are very effective strategies that boost website traffic.
No, it isn’t. Although it is organic and there are no direct fees to get on top of the SERP, it isn’t 100% free as some would think. Just like how free-to-play games still need some form of payment to advance in an efficient and timely way, the same goes for SEO.
This just means that if you want to have high-quality results, you should be ready to invest in some premium SEO services that have proven themselves capable of providing solid, lasting results.
When it comes to investing in PPC marketing, you will get your website listed at the very top of the SERP in the case of Google. The terms for payment depend on how popular your chosen keywords or phrases are, as well as the number of clicks you get from users. Just like with SEO though, you should make sure to avail of reputable PPC services to get the best results possible.
Things to consider before diving into either SEO or PPC
The SEO side
When you are considering SEO as your main mode of gaining traffic, there are a couple of things you need to think about before jumping the gun. One of these is to know the kind of industry that your business dabbles in.
The reason for this is that if you are in an industry that has longstanding companies that have had popular websites for decades, it would be pretty difficult to break into that bubble and get satisfying results.
In fact, some digital media experts say it’s almost impossible to compete with that level of prominence, and even the most powerful SEO tactics will be hard-pressed to find a way to squeeze in. If you were somehow able to get on the first page of the results page, it’s still pretty much an uphill battle to maintain that position.
If you were a small business owner, however, and are targeting local audiences or a specific niche, SEO would most likely be the more practical approach for you. But another thing to consider would be the content you put out.
High-quality content is a must for a successful SEO campaign. The thing is, this development and creation of said content can be difficult for a business just starting out, especially if the resources are still limited.
Pros and cons of SEO
– You gain a lot of visitors by spending the necessary time on SEO, while limiting spending to a minimum.
– Investing time and effort into SEO will gain you credibility with the big search engines, which will reward your company in the long run.
– SEO delivers continuous traffic at minimal cost, as you will only need to pay for the service itself and not the actual number of visitors to your website
– People who search online are more likely to click on organic search results than paid advertisements (about 8.5 times more).
– Opportunities for conversion are more profitable considering the diminished cost.
– The results you want will take time to get, and it can take months to bear continuous fruit.
– If your SEO campaign is working, competitors might alter theirs to get an advantage.
– For startups, the resulting leads and sales might become too much to handle and you will need to have a plan in place to combat these excess customers.
– Startups have the tendency to go with companies that are less than reputable due to their lower fees.
The PPC side
On the other side of the fence, PPC marketing is something that needs just as much consideration. The main thing you need to consider is the cost of such a venture, which is known as CPC or cost per click.
It might be a bitter pill to swallow, but not all companies will have the necessary resources to make use of PPC marketing. For companies that are just starting out, going down this road just isn’t the most practical way of getting traffic.
On the other hand, PPC has the potential to bring in a massive amount of traffic to your website, so you might look at it as a major investment. This is especially true if your goal is to get as many people to your website as soon as possible.
If waiting a few months for the results is something that you can’t do, and if you really want to make the biggest impact ASAP, then PPC may be the best option for you—just as long as you are willing to invest the necessary resources for this strategy.
Another thing to note is that PPC marketing is a continuous process; you can’t simply begin advertising and then leave it be once you start racking in visitors. It still needs constant monitoring to see if there are any tweaks that need to be made in order to get the best possible result.
Pros and cons of PPC
– You get quick results from PPC marketing.
– It lets you track ROI easily by using conversion pixels.
– It gives you measurable results.
– Allows you to retarget those customers that visited your website but did not convert.
– Tracking your ads in PPC happens in real-time.
– Exposes your company to both global and local markets
– PPC can be complicated to start and maintain.
– People are warier of biting into ads because of spam and other less than savory advertising tactics.
– PPC needs a significant investment of resources.
– PPC ads will disappear once your campaign ends.
Which is better?
Frankly speaking, the best option for a company would be to make use of both strategies for the best results. This is especially true if your goal was to get more people onto your website and reach your targeted audience.
Making use of both strategies is the most ideal way to go about things as it wields the most balanced outcome from combining both organic and paid marketing.