How do you figure out which one is better suited for your local South Australian business?
Search Engine Optimisation (SEO)
Search Engine Optimisation is a technique used by marketers to get organic rankings for their websites. SEO can make your business website rank higher in Google search. Websites appearing organically tend to be trusted more by customers while searching for a product or service. Hence, the value of SEO cannot be ignored.
SEO is achieved by performing a series of actions that optimise your website for Google algorithms. The website traffic generated through SEO is FREE.
Pictured Left: Organic ranking achieved for a business – Budget Landscape & Building Supplies – by employing multiple Search Engine Optimisation strategies.
Pay-Per-Click is a form of search engine marketing (SEM) that involves an advertiser (you or your marketing agency) to pay a publishing platform (like Google, Bing Ads) every time a user clicks on their ad. The website traffic generated through PPC campaigns is, thus, PAID. This is the main difference between SEO and PPC.
The PPC listings appear either at the top or bottom of a Google search and have an ‘Ad’ tag next to them. The listings are optimised around keywords – the more popular the keyword, the higher you pay-per-click.
What SEM strategy should I use for my local business?
For a business owner, it can be nerve-wracking trying to decide which is better for marketing their business online – SEO or PPC. Well, there is no rulebook that defines which is a better strategy! Some businesses do extremely well with SEO alone, while some others balance between SEO & PPC to get more leads.
Search Engine Optimisation is the right tool for you if you are looking for sustained web traffic. SEO is a long-term strategy. It DOES NOT happen overnight. Anyone who tells you otherwise is giving you false promises. Search engine optimisation involves a bunch of strategies which, once deployed efficiently, will give you higher Google ranking for a longer period of time. SEO builds your website’s authority and is a significant tool for increasing its value.
PPC, on the other hand, is more suitable for your business website if you need immediate results. Once approved, the PPC campaign ads will start displaying in search listings for users to see. PPC campaigns are highly effective for special promotions, event marketing, and new service or product launches. PPC also allows you to select the audience you want your ads to be displayed to.
The Best of Both Worlds
An integrated marketing campaign using both SEO & PPC can deliver optimal results for your business. If you want an aggressive marketing strategy for your business that gets customers through the doors, this approach is the way to go. However, running both search engine optimisation and PPC campaigns is complicated and needs constant monitoring. If done wrong, it can prove to be an expensive proposition for your business.
Let our digital marketing specialists help your business grow. We have been executing successful SEO and PPC campaigns for a number of clients for over 25 years. Don’t just take our word for it. We can get you in touch with 100s of clients who will vouch for our work.
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