If you’re looking to get the word out online about your business, and attract new leads and customers, you’re probably aware there are two main strategies.
The first is known as organic SEO. This involved optimising your site so that it ranks high in the search results (SERPs) whenever a searcher makes a relevant query.
The second is pay per click (PPC). This involves bidding on relevant search terms so that small ads (Google AdWords being the most popular system) show up above and to the sides of the SERPs or on relevant content pages.
Obviously both can work to get the traffic you need but which is right for you? The simple and clear answer is, “it depends”. Let’s look at the factors involved.
Obviously PPC can bring results far quicker than SEO. With the right Google advertising campaign you can be drawing traffic within hours or even minutes.
On the other hand does take time. It requires consistent effort for weeks or months to gain a solid ranking in the organic results. You also need ongoing work to make sure you stay there. The search engines change their criteria often and the market changes constantly.
PPC can be an expensive undertaking especially with highly competitive keywords. However, if you’re getting the sales and leads you want, any expense is worth it. Remember, though, that effective online advertising requires a sound strategy and an expert knowledge of the PPC environment. It’s not a game for amateurs.
Search Engine Optimisation is not cheap either so be wary of any bargain basement offers. It demands sustained work involving thorough analysis, quality content creation, link building, and extensive monitoring. However in return you get a constant stream of traffic that’s ‘free’ (Contrast PPC – when you stop paying for the ads, your visitors dry up immediately).
Another benefit of this is that you’ll probably end up with a quality site if optimisation extends to design and usability. It’s also your gateway to the benefits of social media.
The Best of Both Worlds
Of course, using both strategies can really turbocharge your online efforts. You just have to do it properly and keep a keen eye on your ROI. Many firms have been burned through clumsy PPC efforts and many a site has languished unseen in the SERPs due to subpar SEO work. Doing it right from the beginning is the way to success.
It’s never too early or too late to get started with SEO and you can start a PPC campaign whenever you wish for an extra boost or other strategic reason. Just be sure you have the right people in charge.
For professional advice and expert optimisation or online advertising strategies for your business, contact Smart SEO today.