A few years ago, building a website, registering it with a search engine and watching traffic pour in was the mainstay of online marketing. That method was for the ancients.
Today, a simple keyword query on a search engine can display thousands, if not millions, of web listings. The challenge facing every small business and non-profit is how to come up higher in ‘normal’ search results where the top three results constitute 80% of the clicks, and how and when to do advertising on search engines or social media sites.
We’ll help you navigate through a myriad of options, after doing an analysis of your current strategy, it’s effectiveness and your intended ROI. Advertising on search engines isn’t the best idea for all business, nor is advertising on social media sites such as Facebook. Every small business and organization needs a plan tailored specifically to their needs and their target market. It could be an ad campaign on a social networking site such as Facebook or Twitter, pay-per-click advertising on Google or Bing, or the most of effective of them all: search engine optimization.
Search Engine Optimization (SEO) vs. Pay-Per-Click (PPC)
SEO and PPC are both vital towards running an effective internet marketing campaign. SEO is about improving your search engine ranking on the search results section, whereas PPC is about placing an ad next to the search results section and getting it above everyone else’s.
The placement of your link in search results (SEO) is improved through modifying the content on your website, its layout, the images, and other items which can help improve your ranking on the search engines. Most users click on the free search results instead of the ads on the sides, which dramatically improves your click-through rate (the amount users click on your link). This is also known as organic marketing.
Pay-Per-Click, or inorganic marketing, is just that. You pay every time someone clicks on your ad. Depending on your budget, and the amount you are willing to pay each time someone clicks on your ad determines how high up your ad will be served next to the search results.
The goal, in the end, is to improve the ROI of your website by advertising it effectively to your target market on the internet. No matter how exciting your message or how perfectly constructed your website is, if people don’t know you’re there they won’t come.