When Is It Best To
Use SEO?
SEO refers to a group of techniques that are aimed to propel
a website to the first page of the major search engines.
SEO is very important for online businesses, as statistics
show that 80% of the traffic that can be generated for any website will come
from the search engines.
The biggest search engine is undoubtedly Google, which
garners more than 3.5 billionsearches per day; hence, most SEO campaigns target
this specific search engine.
So, when should you use SEO techniques over PPC? Below are
some circumstances when SEO would prove highly beneficial for an online
business.
• When
consistent results are desired. SEO has a relatively long gestation period.
Getting to the first page of search engine results won’t happen overnight or
even in a week. Getting to the top of the SERPs will take time. However, once
your website gets there via SEO, you will enjoy sustained traffic. Also, if you
keep up with your SEO campaign, working to maintain and improve results, you
can stay on top for a long time and reap long-term benefits.
• When you
wish to build an authority site. An authority website is an established
resource center for a particular niche. It is the “go to” website whenever
members of that niche need certain information. An authority website, once it
gets going, will be able to generate lots of traffic based on URL recall alone.
The best way to establish an authority website is by sustainably generating
traffic to your pages, eventually building up a reputation until it becomes
popular enough to dominate its market. The only way to sustainably generate the
traffic required is through clever content powered by smart SEO planning.
• When you
want to increase the value of your website. Websites are virtual real estates.
If you’re planning to sell your website for a premium price, you have to
increase its value. There are many factors that can contribute to increasing
its value. Among them are amount of traffic generated, consistency of traffic
generated, page rank, search engine rankings over a period of time, link
popularity, and the like. All of these fall in the realm of SEO.
Keep in mind that SEO isn't "Free Clicks". It's a
tremendous amount of work in creating and promoting content which takes a great
deal of time and money.
When Is It Best To Use PPC?
Now we go to the other side of the SEO vs. PPC debate.
Pay-per-click marketing is a method of advertising on search
engine results pages. Basically, you bid to have your ads appear in the
sponsored results when someone types in a query including your keywords.
Why is it named “pay per click”? Because you have to pay for
every user who clicks on the ad you are promoting.
Popular PPC advertising platforms include Google AdWords,
Bing Ads, and Facebook’s advertising platform. Niche-specific PPC systems also
abound.
So, when should you use PPC marketing? Below are some
circumstances when PPC would prove highly beneficial for an online business.
• When
immediate results are desired. PPC will deliver results fast. Very fast! You
can count the minutes before a rush of visitors come cascading to your pages.
This is because the moment your PPC campaign is approved (provided that your
bids are high enough to merit priority placement), your ads will immediately be
displayed for millions of people to see. The traffic will almost be
instantaneous. Hence, PPC works amazingly well with product launches, squeeze
pages, CPA marketing and affiliate marketing involving high converting offers,
joint venture (JV) projects, seasonal promotions, event-focused marketing, and
analogous online business campaigns.
• When
highly targeted traffic is sought. Unlike SEO, PPC marketing will allow you to
narrow down your prospects based on their demographic data. Many PPC platforms,
like social media sites, allow you to promote to the age range, gender, income
bracket, education level, and even marital status of the people who will be
able to view your ad. Popular social media sites like Facebook also allow you
to target people based on their hobbies. These make PPC a powerful way of
reaching the narrow band of people your business needs, and leading them to
your web pages.
• When
promoting a time-sensitive offer. Marketing products, services or events with
an expiration date is always a race against time. Often, the long gestation
period of SEO campaigns would produce belated results. For these time-sensitive
offers, the expedience of PPC marketing would be perfect. Promoting an offer
that will end in 2 days? No problem. PPC can deliver the traffic you need in a
matter of minutes.
• When your
website isn’t designed for SEO. SEO requires content-rich websites that are
regularly updated. This is the only way to 1) inform the search engines that
your site is relevant, and 2) remind the search engines to keep your site at
the top of the pile. Some websites are not designed for this. Squeeze pages,
for example, won’t have the required content to even merit a second glance from
Google. For websites such as this, traffic can be generated from PPC campaigns.
• If you
want to dominate search results for your keyword category. PPC results are
displayed above the organic search results. This prominent position means that
in many cases, as much as 50% of the search traffic goes to the top 3 sponsored
links. By being absent from PPC you're conceding loss of all those clicks to
your competitors. If you're serious about maximizing your click-share of
available searches for keywords relevant to your business, you absolutely must
engage in PPC!
These are some situations when you might have a preference
toward one marketing method or the other. I personally believe one shouldn't be
thinking in terms of SEO vs. PPC - but rather that both SEO and PPC are
important, and complementary, parts of an online marketing strategy.
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