Generating business online is a custom strategy that will ultimately have customers wanting to do business with you via your online presence. Your website is the gateway to a broad range of online strategies to generate leads and sales and come in both a paid and organic nature.
Pay-Per-Click and SEO are digital marketing strategies that are used for generating business leads online that are imperative in a business’s growth and revenue. Every business has their finger in some sort of digital strategy pie, if they are looking to be found and increase businesses revenue and make sales!
Pay-per-click (aka PPC) is paid advertising where the advertiser purchases ads on search engines intended to drive traffic and leads to the website that can be converted into sales. Pay-Per-Click advertising charges the advertiser when a potential client clicks on the paid ad.
Advertisers bid for keywords on sites like Google, some keywords are high competitive and the higher you bid for your keywords the more attention your paid advertising will get from searchers.
Paid Advertising is displayed on search engine results pages (SERPs) under the areas of “Sponsored Ads” and “Sponsored Links” placing the ads higher than natural search results.
Search engine optimisation is a strategy that affects the visibility of the website in the SERPs and is achieved through natural or organic search results. Search engine optimisation has a number of different aspects in order to work effectively, they include: link building, keyword optimisation, meta tags, titles, blogging etc.
As an internet marketing strategy, SEO takes into account the technology behind search engines and how users search for keywords, the keywords that are typed into search engines as well as the target audience.
SEO is a time consuming strategy that also requires the use of a number of resources – unless of course you have mastered the art of SEO yourself.
This is a great strategy in theory; however Pay-per-click advertising can be expensive especially for high competition keywords. When aiming to achieve top position on a page you need to be prepared to pay for it.
Search Engine Optimisation is far less expensive that Pay-Per-Click advertising, especially for someone who has a large number of keywords.
The strategy behind SEO creating results which are permanent, and although they do take time and constant effort you can sustain a position in the top ranks of Google much longer that using PPC methods.
PPC and SEO are both important online marketing strategies for businesses seeking to generate business and leads online. Determining which one, or if both are for you is a strategy in itself.