When beginning your marketing strategy, it is always important to know where to start especially if you have a limited budget to work with.
Two of the most important aspects of a marketing strategy will be your Search Engine Optimization
(SEO)
and your Pay-Per-Click (PPC) advertising. Each of these processes provides you and your business
with great benefits to drive website traffic and boost your sales. But if you have limited time and/or budget, which one should you
prioritize over the other? The answer may not be as simple as you think.
What is SEO?
Before getting too far into the weeds regarding when it is a good time to choose SEO, the first thing to do is to look at some of the basic
differences between the two. SEO, which is short for “Search Engine Optimization” is a marketing tool that is part of Search Engine
Marketing (SEM). It is the art of using certain keywords or terms, for websites to get recognized and shown by search engine pages. The
primary factor influencing a web site optimized for SEO is organic search results. Organic search means, websites following best SEO
techniques will get displayed on the first or second page of the search engine result. It can only get ranked based on its own merit and it
doesn’t cost you anything other than getting the help of SEO services, which is an indirect cost.
What is PPC?
PPC or Pay-Per-Click is the act of paying the search engine to get the website priority in search results. When a viewer searches for a
product, and if you have a site that sells it, your PPC website will get priority in search results. However, if the viewer clicks on your
webpage, you pay a fee. It is the Internet version of classified ads you see in newspapers and magazines. Think of it as chance to get ahead
of the line for a price. You are paying whenever someone clicks on the website or ad, not for viewership. Like SEO, PPC is also part of SEM.
Choosing which one to use will depend entirely on what you’re marketing goals and methods are. Even though they both fall under SEM, using
it as a tool requires different methods and skills.
When Should You Choose SEO Over PPC?
Sure, ultimately you are trying to get your site ranked high on search results. However, if finances allow it, going with PPC first then with SEO, is an effective marketing campaign. As you get more viewership through the PPC campaign you will be able to see which keywords are producing better results. If you have a high converting product go with PPC, and if you have a limited advertising budget go with SEO. Since SEO is “organic” the results will last much longer on search engines. On the other hand, make sure proper keyword research is done when creating a site. Ultimately, the goal is to be on the first page and within the first six or seven listings, since they get the lion’s share of eyeballs. The right keyword can make or break a SEO campaign.
The key elements of SEO can be divided into off page and on page elements.
Off-Page
Back links
Social media
Online directories
On-Page
Keywords
Content
Meta Tags
SEO is a long-term process that if done correctly can yield positive results over time. Where PPC gives you direct lead generation, SEO boosts website traffic through on-site and blog content.
While it is easy to compare these two processes against one another, the real goal is to have both working together to provide maximum effectiveness for your marketing strategy. If you are considering implementing one or both of these processes into your strategy, give us a call today!
Lynne Motkoski, Digital Marketing Consultant
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
Is SEO better than pay-per-click advertising services? Or does PPC deliver better results than SEO? What really matters, in our opinion, is
how well they can work together.
Read More…
When you want to attract more customers but don’t have the time to take on promoting your business, a digital marketing agency can play a
vital role in raising your brand’s awareness.
Read More…
Facebook is an essential sales channel for many SMBs! With Facebook Ads Management, you can create and run eye-catching and engaging ads
that entice the platform’s users to purchase your products or services.
Read More…
Since almost 60% of all searches are done on mobile devices and these devices come in a range of screen sizes, you need responsive web
design to provide users a great mobile experience with your local business.
Read More…
Google is making one of its most significant changes to Google Ads since it first launched the product 22 years ago as the first-ever
self-serve online advertising solution. How will this affect your online advertising?
Read More…
Some of us budget all year to take advantage of the deals that some retailers offer in November. Where did Black Friday come from, and should your small business be participating in these offerings?
Read More…
Working with a local search engine optimization agency that understands SEO’s ever-evolving ways can help keep your audience engaged, drive
new visitors to your site, and boost sales.
Read More…
The Web Marketing Association (WMA) has just wrapped up it’s 26th awards season. WMA is made up of a committee of industry leaders and expert judges dedicated to raising the standards of excellence in web development. The committee receives global nominations in
97 categories across the industry, and since joining the race in 2007, the WSI family has received over 150 WMA awards, including top agency
twice!
Read More…