Reaching the right audience for your startup or small business is not an easy task. And it doesn’t matter how great your business is, or how much it will help your future clients if prospects can’t find you.
Nowadays, when someone needs a new idea, a data point, to solve a problem, research a new business tool, etc., they turn to Google. In fact, more than 70% of B2B researchers begin their research with generic Google searches.
The reality is that without some presence on Google, it’s possible your business won’t survive very long. To solve this problem, organizations often turn to two search strategies – search engine optimization (SEO) and pay-per-click (PPC).
Over the course of our 15 years in business, we have had more and more clients ask us for advice on SEO and PPC strategies as marketing and communications became integrated. Now, we’re advising clients, almost daily, on SEO and PPC best practices. And the first conversation always centers around the difference between the two strategies.
So, that is what we’re exploring in this blog – SEO vs. PPC. Because there is so much to learn about these strategies, we’re even including some of our favorite resources and training.
To start, let’s define SEO and PPC.
The basics of an SEO strategy
Search engines have a single goal – to provide users with the most relevant answers or information. In order to do this, search engines, like Google, analyze:
When you invest in SEO, you’re working through a strategy to improve ranking factors in order to increase the likelihood of your target audience finding you when they search for things related to your product or service.
In order to implement an SEO strategy, you need to build a Google presence. A few key ways to do this include:
To optimize a site for SEO, you need to improve ranking factors in three key areas.
By actively positioning your content in search results, you can bring in more visitors, and in turn, conversions and sales.
The basics of a PPC strategy
Keywords are extremely competitive, which makes it difficult for a business that doesn’t have the domain authority to get in the top rankings on a search engine. Nowadays, so many businesses are using ads that organic results might not even start until further down the page.
However, this does not mean you should ignore SEO efforts – your PPC strategy should complement your SEO strategy.
Like most things, there are a variety of PPC platforms you can advertise on including Google Ads, Facebook Ads, AdRoll and more. The best way to choose which platform to use is to take a look at your potential ROI on each platform. You should also consider:
Once you know what platform(s) you want to use, you’ll need to work through the following items to ensure that you’re creating an effective campaign:
PPC strategies have a lot of components and options. It’s a process to determine the most effective way to reach your company’s goals, which is why it’s considered a long term strategy. It can take anywhere from 3 – 6 months to see strong results. All that said, a PPC strategy is an extremely effective tool for inbound marketing.
SEO and PPC resources & training
This blog post is just a starting point for gathering a basic understanding of SEO and PPC strategies. There’s a lot to learn, and a lot of great resources out there. Here are some of our favorites.
This content was originally published here.