When deciding on a digital marketing strategy, the options of SEO and Pay Per Click are often high on the agenda. Two of the most common and effective digital marketing strategies, each of them has pros and cons that should be considered. So if you're wondering why companies should be using SEO and Pay Per Click (PPC), read on to find out more.
What is SEO?
SEO or search engine optimization is the process of ensuring that the maximum number of visitors are driven to your website. It achieves this by optimizing the website to appear high on the list of results returned by search engines such as Google, Yahoo and Bing, when a particular word or phrase is searched. These search results are known as 'organic results' in that they are natural results and not achieved by paying for the listing.
What are the pros and cons of relying on SEO?
This method of digital marketing has both pros and cons. Certainly if your business appears at the top of the search results, it's often viewed as a far more credible result as it's 'earned' its position. You may also find that high quality SEO will give you high rankings across multiple search engines. Furthermore, in terms of Return on Investment, unpaid search results usually receive more clicks than ads that have been paid for. In turn, this extra visibility brings more clicks, more conversions and ultimately more revenue.
However, there are also some downsides to relying on SEO; the number one being that the results aren't instantaneous. However, when it's done well, it can produce consistent and high-quality traffic to your website. Of course, another issue with relying on SEO, is that you're going to be in competition with other businesses of a similar nature. Plus, as everyone wants to be the first company listed in a search, you may be up against companies who have invested quite considerable resources into optimising their SEO.
What is Pay-Per-Click Marketing?
Pay-per-click or PPC relates to the business model adopted when a company places an advert on a host website and pays them every time someone clicks on their advert. Often referred to as paid search marketing, it's a very popular way to raise awareness of a brand.
What are the pros and cons of relying on PPC?
By utilising PPC, your ad will top the search results very quickly. Furthermore, once you've set up an ad campaign, you'll have full control over your copy, the keywords that trigger your ad, and the webpage that your visitors will be redirected to after they've clicked. You won't have to worry about updates when algorithm updates are rolled out by the search engines, and your ads will be more prominent in the search results, thus giving your brand extra exposure. You'll also have the option to place your ads in specific geographical locations, enabling you to target your ideal customers.
However, setting up PPC campaigns can prove costly if not done properly, and you might even end up in a situation where you have little or no return on your investment. Therefore, unless you have a lot of experience in this kind of marketing, it's probably best to outsource it to a digital marketing agency, particularly as it's necessary to continue to optimize and test your ads to ensure the best results.
Bearing in mind your available budget and goals, most companies will benefit from using a combination of both SEO and PPC. When used in conjunction, they will enable you to get the coveted place on the front page of the search engines, which is the main reason why companies should be using these digital marketing strategies.