If you own a service based business and have a website, you’ve probably had this question before. You want to generate leads through your website but there’s one little problem… Your analytics look like a ghost town (Insert tumble weeds).
So how do you drive qualified prospects to your website? SEO and PPC are the two most popular ways and in this post I break ’em both down. I define each and give you some guidance on which situations you should use each of them in.
Before even considering using SEO or PPC to market your website, you MUST have a clear definition of what your website accomplishes. What action do you want your visitors to take? Call you? Buy something? Sign up for an email? Whatever it is, if your site isn’t built to lead visitors to that end goal, you’re throwing money away.
SEO helps improve a website’s organic search rankings for relevant keywords. Good SEO should make a website better for both users and search engines (in that order). Search engines like Google, judge websites by a variety of factors to determine which websites are the most relevant for each search query.
Pay Per Click (PPC) is advertising in search engines based off keywords you buy. The higher you want to rank for a keyword, the more you need to pay for it. PPC ads are sold on a Cost per Click (CPC) model or a Cost per 1000 impressions (CPM) model.
Bottom line: PPC works best as a supplemental marketing strategy and is good for targeted campaigns. But if you aren’t improving your site and PPC is your only strategy, you can expect to see diminishing returns quickly.
Bottom line: SEO not only attracts prospects but keeps them there and converts them. It’s a long-term strategy and you won’t see results over night but your results will be more consistent and give you a much higher ROI over time.
These three tips will help you be successful with either strategy you choose:
Joel Widmer is the Founder & CEO of Fluxe Digital Marketing—a content marketing shop that helps smart businesses create, produce and promote their content through a unique one-on-one interview process. When he’s not working, Joel can be found trying new restaurants with his wife, son, and daughter.
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