If you know the basics of digital marketing, you’ll likely be familiar with the terms Search Engine Optimisation and Pay Per Click – SEO and PPC for short. You may even know a fair bit about them – but do you know which marketing service will help you achieve your business goals? We take a closer look at what SEO and PPC can help you achieve.
SEO refers to the process of bringing unpaid, or organic, traffic to your website. There are two aspects of website traffic that SEO focuses on – quantity and, perhaps most importantly, quality.
There are many ways to improve your on-site SEO, and any good marketing agency will be able to make these changes for you. These include:
- Optimising your website content, including headings and page titles, to include keywords relevant to your business
- Creating backlinks from other trusted websites to your site
- Reviewing your website for broken links and fixing them
- Looking at your page speed scores using websites such as Moz or GT Metrix and using their recommendations to improve your page speed
So, why do you need SEO? Ultimately, making some or all of the changes above will improve the quality score of your website, which will move your website up in Google’s search results. Additionally, your online presence will become stronger, creating more brand awareness, increasing traffic to your website and generating more income for your business.
Another piece of the marketing puzzle is PPC, a paid advertising strategy which relies on ads created on platforms such as Google Ads, Facebook and LinkedIn to bring traffic to your website. Your ads are shown to a pre-selected audience, which can be as narrow or broad as you like, and you pay a small charge every time your ad is clicked.
A marketing agency can help to create eye-catching ads which best fit the purpose of your business and highlight the areas you most want to advertise. There are a few key things to think about when creating an ad campaign:
- Type of ad campaign – there are various types of ad campaign to choose from, such as an App campaign, Image or Video Campaign, or a Search Ad campaign.
- Ad assets – what do you want your ad to say? Make sure you have a few different versions of text for your ad, so the advertising platform can show viewers the best combinations of text.
- Your audience – who do you want the ad to reach? You can change your target audience based on many factors such as location, age, job title or interests.
- Budget – how much do you want to spend? A big advantage of PPC is that you have full control over how much you spend.
PPC may seem like an unnecessary expense, but any marketing professional will tell you that it’s the most valuable tool for ensuring that you reach your ideal customers. PPC campaigns require little time to set up, meaning that you can see fast improvements in traffic to your website and the quality of leads you receive.
So, what should I use?
While we appreciate that every business is different, we would always recommend using a blend of SEO and PPC to achieve the best results. SEO can largely be done without incurring any extra costs, so is a great place to start to boost your websites’ rankings and attract more website traffic. PPC can then help to achieve those high-quality enquiries, through careful targeting and budget management.
If you need help managing SEO and PPC in your business, our team of digital marketing experts are always happy to help. Get in touch today by emailing firstname.lastname@example.org.