Gathering maximum traffic is one of the serious concerns of any online business. More traffic leads to increased customer interaction which gives rise to better sales. So, every online business invests a good amount of time, effort, and funds to ensure that its web pages can generate the desired traffic. Many studies have found that the better you rank on the Search Engine Results Page, the more traffic you can generate for your website.
The question that invariably arises is how do the search engines decide these placements?
This is where Search Marketing becomes important. Search marketing is crucial for business owners who want to expand their business and earn more profits.
WHAT ARE THE TWO MAIN CATEGORIES OF SEARCH MARKETING?
These are the two different approaches through which you can build a better online presence and generate more traffic. Though the aim of SEO and PPC is the same, yet they differ in their methodologies and techniques. For devising the best marketing strategies, marketers should have a thorough knowledge and solid understanding of both SEO and PPC.
WHAT IS SEO?
SEO involves the process of using tactics to gain an online presence through unpaid efforts. The unpaid advertisements that are found below the paid advertisements on the SERPs are organic results. As per statistics, 80% of the generated traffic comes from the search engines. Google gathers over three and a half billion searches every day. Therefore, most of the SEO campaigns target it.And most SEO Expert say that buy backlink is the key
WHEN SHOULD I USE SEO ?
Here are some of the circumstances when you can use SEO:
Having a steady spot on the first SERP involves proper strategy, time, and effort. Securing the top position will require time and patience. To increase your scope of being organically ranked, you should write your content using specific keywords, compose perfect meta tags according to the keywords, create rich-quality content, and be active on the social media platforms. Through constant efforts, your website will get organically ranked and attract more traffic. Having a proper SEO campaign will enable you to maintain the top position for a long time.
An authority website is a trusted site and a resource hub providing information on a specific genre or topic. When such a website becomes established and starts functioning, it generates a huge amount of traffic merely based on recalling its URL. The most appropriate method of initiating an authority website is to build up a reputation and generate adequate traffic until the website becomes prominent in its market. The best way to constantly produce the required traffic is by employing powerful SEO techniques.
For securing customers’ attention and generating more traffic to your website, you need to make your website informative, relevant, and valuable. Several factors are responsible to enhance the value of your website. The most important ones are the amount and consistency of traffic generated, page rank, rankings over a particular period, link popularity, etc. Each of these falls under the domain of SEO.
WHAT IS PPC?
Pay per click involves advertising on the search engines through paid efforts. In this process, different business owners bid to get their adverts displayed under the category of sponsored results. This means that whenever a customer’s query includes your keywords, the search engine will display your advert.
It is called ay-Per-Click’ because business owners need to pay each time their adverts are clicked on. Facebook, Google Ads, and Bing Ads are among the most used and well-known advertising platforms.
WHEN SHOULD I USE PPC?
Here are some of the circumstances when you can use PPC:
If you want immediate results, choose PPC over SEO. As soon as your PPC campaign is approved, your advertisements will be immediately displayed. As a result, your website will gather huge traffic instantly. PPC works great with things like event-based marketing, product launches, seasonal promotions, etc.
PPC is a powerful tool to reach your targeted audience and drive the maximum traffic to your website. PPC marketing will let you target your advertisements to a specific audience. Through different PPC platforms, you will be able to display your advertisements to particular demographics, based on their age, interests, hobbies, geographical locations, etc. You can also display your advertisements on different social media sites like Facebook, Instagram, Twitter, etc. to attract people who would be interested in purchasing your product or availing your service.
TIME-BOUND PROMOTIONS OR SALES:
Keeping your customers informed about time-based offers should be done at the earliest. Sometimes, SEO campaigns fail to produce the desired results within the minimum time. In such cases, PPC marketing comes to the rescue. If you are thinking of promoting a time-based service or a product at a discounted price, you can rely on PPC. It will help you garner the required amount of traffic in a few minutes.
WEBSITE IS NOT SEO-OPTIMIZED:
Maintaining an SEO-optimized website needs constant content creation and regular updates. By doing so you will be able to let the search engines find your website relevant. This will also help you to command the search engines to give the topmost position to your website. If your website is not SEO-optimised, then generating traffic through PPC campaigns is the only feasible option.
INFLUENCE SEARCH RESULTS:
Paid advertisements are displayed above the organic listings. As a result of its dominant placements, the top three sponsored links gain almost half of the total traffic. In cases where you are absent from PPC, you are losing valuable clicks to your business competitors. If you wish to control the search results for keywords that are related, relevant, and appropriate to your business, you should go for PPC.
Instead of thinking about whether to choose SEO or PPC, one should be focused on using the two methods effectively. SEO and PPC are complementary and they should be used simultaneously as an integral part of an effective online marketing strategy.