Developing a consistent marketing strategy is essential for any business. And fortunately, there are a number of tools and techniques you can use to promote your organization online. But if you’re relatively new to the digital marketing world or you have a limited budget, you might be wondering which tactic will be most effective.
Often, the choice comes down to SEO or PPC. While both of these types of marketing campaigns have their own unique merits, they’re actually most impactful when they’re used to support one another. Let’s take a closer look at search engine optimization and pay per click management separately — and find out why they’re better together.
The Basics of Search Engine Optimization
First, let’s talk SEO. Search engine optimization refers to a number of different techniques that are used to make it more likely for a given website to show up prominently in web search results. SEO is focused on building organic traffic over time and uses tactics like content creation, link building, and the use of keywords and metadata to optimize a site.
In 2017, around 61% of marketers said that improving SEO and their organic presence was their top inbound marketing priority. SEO is generally seen as a consistent and trustworthy way to increase brand visibility and web traffic. SEO is also a highly cost-effective option, which makes it appealing to businesses that can’t afford to spend a substantial amount on marketing. However, it’s meant to be a long-term solution, meaning that it can take a while to see those lasting results. In essence, SEO is more of a slow burn; it might not catch fire immediately, but the marketing flames will last.
The Basics of Pay Per Click Marketing
PPC marketing refers to placed advertisements that direct traffic to your site. Each time an ad is clicked, your organization will be billed for it — hence the name “pay per click.” Traditionally, Google’s ad platform is used for PPC, but social media platforms like Facebook, Instagram, and Twitter also have their own PPC ad systems.
In general, pay per click management involves more precise audience targeting and is designed to funnel traffic to your website within a short amount of time. But while SEO builds on itself (even if you were to stop focusing on it), PPC only works when a campaign is active. This type of marketing is excellent for fast results and even for testing, as it’ll provide you with reliable feedback within a short amount of time. On the other hand, long-term PPC campaigns can become very expensive if you’re operating within a competitive industry or you fail to target the right keyword bids.
Why SEO and PPC Management Go Hand-in-Hand
Ultimately, your pay per click management and your SEO should be working in tandem. While SEO is for slow and steady success, PPC can quickly get your business off the ground or drive traffic for a short period. In addition, you can use the data you collect from SEO or PPC campaigns to make the other even more successful. Utilizing both of these strategies together provides greater visibility, feedback, and overall performance. Rather than choosing between them, you should try to work both into your marketing budget.
Whether you’re just starting to think about digital marketing for your new business or you’re struggling to succeed online, we’re here to help. For more information on our SEO and PPC services, please contact Studio98 today.