If you have been looking at the online marketing industry for at least a couple of months, you may have already heard of the terms – SEO, SEM or PPC. In fact, these concepts often become confused. What are they? what one do you need? What will have the best affect for your business?
That’s why it’s important that you have a clear idea about the main differences of SEO & PPC marketing. Search engine marketing (SEM) an effective marketing method used to increase the online visibility of your business. SEM is divided into two main categories such as search engine optimization (SEO) and pay per click advertising (PPC).
Over the years I’ve had many prospective clients ask for the cheapest or the easiest product for them. Let’s get it clear from the beginning. Choosing your marketing mediums should NEVER be about the “cheapest OR easiest option.” Instead you should be thinking more about the companies needs, for example.
If you have a businesses that has large profit margins and desperately needs sales, the best product for your business would be Google Adwords. It’s fast immediately profile ensures rapid flow website traffic. If instead you have a more conservative profit margin and a stable marketing budget you would probably be better with conventional SEO. Google is still the largest search engine in the world, getting t the top of Google can drive huge profits.
SEM is big business. There are thousands of businesses and consultants that specialize in this field. Reputed search engines such as Google, Yahoo, and Bing make their money from SEM. In fact, they incorporate PPC to search engine marketing in order to make billions of dollars each year. SEO and PPC are the major techniques used in SEM to improve the rankings and conversions of a business.
SEO Or Search Engine Optimization
Search engine optimization or SEO is an effective marketing technique that is used to improve the brand awareness and sales conversions of your company. Organic SEO helps your business get good positions in the search engine results pages or SERPs so that clients can find your business easily. It helps improve the online visibility, brand awareness, and conversions of a business.
SEO relates only to organic or unpaid search results. It has nothing to do with paid search results or PPC. The best position in the search engines is the first position. You have to work hard and compete with millions of other websites to reach this position for a specific keyword or key phrase. SEO takes time to bring results, but it’s much cheaper compared to pay per click advertising.
Once you do the hard work, you can expect better conversions and sales from organic SEO methods. That’s why a majority of companies, whether big or small are competing for the top positions in the SERPs. You have to be consistent with your SEO work if you want to reach the top positions on Google and maintain the rankings in the long term.
If you’re not consistent with your SEO efforts, your competition will steal your clients by ranking higher in the SERPs. This’s why SEO is considered one of the cheapest but effective marketing methods out there.
If you’re still not investing in SEO, your competition is taking advantage of the fact and attracting your clients to their products and services. The more you delay, the more conversions and profits you lose.
The traffic you get from SEO is highly targeted to your product or service. The customer is already searching for your product/service by typing relevant keywords into the search box of the search engines. That’s pre-qualified traffic, you don’t need to show your ads to thousands of people hoping someone is interested, search traffic already wants what you’re trying to sell. Take advantage of this traffic by implementing an effective SEO strategy for your business. SEO is considered the most effective source of traffic compared to most of the other marketing techniques out there.
PPC Or Pay Per Click Advertising
Although there are several PPC programs out there, the most popular and effective program is Google AdWords. In fact, it accounts for more than 90% of PPC revenue. PPC is very effective in getting your website to the top positions on Google. In fact, Google has a special area that displays PPC advertisements on top of the SERPs. (This is the highlighted section in the image above)
If you’re willing to spend big money on PPC, you can get your business to reach the top positions on Google within hours or a day. PPC is not cumbersome like SEO. But it can cost a fortune compared to SEO. You should be cautious when using PPC if you don’t have enough experience on the subject matter.
I had a client who once asked me to audit he’s Adwords campaign. He spent $13,000 in 12 months and never recorded a single conversion. This is why you need a professional PPC specialist to assist you in developing an effective PPC strategy for your business.
It’s important that you choose the right SEM method for your business. If you’re just starting out, you would benefit from using SEO since you may not have a big advertising budget. On the other hand, if you are an established business and have a big advertising budget, you may benefit from using PPC advertising.
Most people make the ultimate mistake of implementing a strategy for today. Not taking into consideration where that strategy will take them in 3, 4, 5 years. For example I implemented a content marketing strategy 3 years ago that still results in people still contacting me this many years later.
Business is not a 1 day event, hopefully your business will be around for many years to come. Take the time to get the right marketing strategy together to match your business goals.
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