Category: Marketing | Posted date: 2020-02-17 06:30:55 | Posted by: Jesza
I am pretty opinionated about SEO and PPC. I’ve been a longtime advocate of SEO and I’ve traditionally steered well far from PPC. Search is shifting, Google is becoming loads more greedy, and most companies cannot exist with SEO alone.
I am pretty opinionated about SEO and PPC. I’ve been a longtime advocate of SEO and I’ve traditionally steered well far from PPC. Search is shifting, Google is becoming loads more greedy, and most companies cannot exist with SEO alone.
Up until this last year, i'd have told you PPC is “cocaine for marketers” because money is spent in hopes of a fast high and zero long-term value comes. I view SEO as just the opposite, there's minimal short-term value, but a huge amount of long-term benefit.
Today I openly acknowledge my ignorance on pay per click campaigns and I do so because it's become abundantly clear that a lot of companies cannot sustain on SEO alone, this can be partly because they lack the time or internal resources to support SEO efforts and partly due to the very fact that Google is rapidly changing. Without someone dedicated to digital marketing, it’s very difficult for a company to keep up with these SEO changes.
I want everyone to love SEO as much as I do. However, today’s online environment doesn’t necessarily support the SEO being successful for all marketers. I admit that SEO is just not right for each business. Sometimes pay per click (yes PPC) could be a much better option.
How do you know if SEO or PPC is right for your firm? Is it possible to segment marketers into PPC or SEO? In my opinion, it boils right down to a couple of brief, yet critical questions:
If you answer yes to those questions, then SEO may be a potential fit. If you state you lack the time and resources for content marketing and social media, then SEO isn't for you. In today’s online world, you can't achieve SEO success without content marketing, social media, and technical SEO all at the forefront of your marketing objectives.
Most companies fall down in two key areas:
In 2020, you've got to have internal resources or a trusted partner which will assist you with SEO efforts. you furthermore may need to have the time available to build up your SEO presence and ranking. In most cases, it takes a good six months to create progress with SEO and there aren't any easy short cuts to move around this timeline.
If you answered no to the previous questions, then SEO is maybe not going to be a fit. I’d next ask you questions to see if PPC may be a plausible fit. especially, I might ask:
If you again answer yes to those questions, then PPC could be the best option. the maximum amount as I dislike paying for website traffic, i do know it serves a segment of the market where SEO isn't a good fit. There are companies that simply don't have the time or resources available to make solid content and for these situations, PPC could be the only valid option. There also are industry constraints, like healthcare and pharmaceuticals, where compliance regulation forces a broad digital marketing approach. And in these cases, PPC is that the most viable option.
Occasionally I’ll speak with a corporation who is against SEO and PPC. They tell me they don’t have time to write down content and don’t want to spend money on advertising. After hearing this I’ll ask them how they expect to bring in traffic and therefore the usual response is social media.
They expect to focus all their efforts on Facebook (for example) and this may drive traffic. My next questions are always about their social media plan and what sort of “things” they plan on sharing via Facebook. Guess what happens – silence. Dead, long, and painful silence.
Social media works great for driving web traffic and overall branding, but you've got to have something useful to share. While you'll provide information from other websites or sources, that won’t drive a large amount of traffic to your own website.
Social media should be a part of a larger digital marketing program. It can't be the entire program.
The older and wiser me now believes there are many instances where you'll utilize a combination of PPC and SEO.
For startup companies or those new digital marketing, a blend of PPC and SEO could be the most effective option. SEO takes time and you don’t land on page one of Google overnight. For SEO to figure you need to have a strategic, long-term plan in place that's executed over time. SEO requires you to nurture your website. you would like to build your authority and credibility with the search engines. At the initial stages of your SEO plan, PPC could also be an excellent short-term option for search traffic while you're employed on long-term SEO objectives
Another situation is once you compete in an environment where higher volume keywords are just outside your reach. during this situation, you'll devote PPC funding to higher volume and more competitive keywords, and use SEO to focus on long-tail keywords that are easier to rank with on search.
Another benefit is using your PPC campaigns to help you discover the most effective phrases that convert into revenue. You’ll quickly know what terms convert into leads and what leads start to get revenue. Once you've got this valuable information, you'll start to make a decision which phrases to leave with PPC and which of them to refocus on SEO.
Broad-based PPC campaigns also allow you to look at long-tail search terms that you simply can target with content marketing and SEO. You’ll see what real humans type into the search box via the broad PPC campaigns and you'll use this to write down long-form content which will be optimized for on-page SEO.
Blending SEO and PPC can produce a double win if things allows for it.
The thing to remember is that you simply cannot build a website and just await traffic to come. You’ll be expecting ever because the internet is totally full of website upon website all waiting for visitors.
You need to have some kind of digital marketing decide to bring traffic to your website. Be it pay per click, search engine optimization, or social media – an idea is required . decide on core marketing objectives and make a plan designed around those goals. Then proceed forward in executing your plan and tracking your results.
Find balance in your digital marketing efforts and focus your plan not on what you’ve read or overheard, but on what's right for your specific organizations.