Digital Marketing can serve as an overwhelming concept, especially for small businesses, given the complex practices revolving around it.
We often have this question directed at us – “Which marketing strategy should I focus on to generate results and revenue to enable my business to flourish now and in the future?” We will dig in detail to analyze SEO and PPC, the two dominant marketing practices that drive audience.
SEO for Small Businesses –
Let’s start with the basics.
SEO is a marketing strategy that helps you increase your website visibility on search engines. Search Engines hold multiple ranking metrics to decide the SERP position (Search Engine Ranking Positions) when a relevant search query is made. The vast number of ranking metrics makes it a complicated, moving target to hit.
SEO analyzes the website’s age, depth of the content, and the strength of the backlinks to help detect their legitimacy. The metrics are clear indicators that no one gets a seat at the table right away.
Your website’s traffic is driven by search engines. It is estimated that over a billion searches are made every day, and the landscape indicates that the number will only grow with time. By deploying SEO techniques, you will be capable of driving the audience to your website organically.
An investment in SEO will bring you dividends time and again as users showing genuine interest in your business through organic search queries.
PPC for Small Business –
The acronym PPC stands for pay-per-click, which describes the nature of the advertising agreement you hold with the platform. The concept of PPC is as simple as paying to have your ads displayed on search engines like Google, Bing, and others. There are a variety of platforms to run PPC ads, but because the lion’s share of the internet belongs to Google, it makes sense to direct your investment their way.
Paid search is a vital component of a marketing strategy as it allows businesses to gain visibility right away. It might take years to master and gain organic ranking for their website, but that’s doesn’t pencil for businesses who require sales, recognition, and revenue now. PPC serves as an opportunity for businesses of any size to have a position to showcase their products and services.
A rundown about both these concepts tells you one thing – both these strategies deserve your attention and investment. Paid and organic search should play a significant role in your customer acquisition, maximizing your reach and impressions. If you hold a coveted position in the SERP results, you leverage PPC as another platform to grab your audience’s attention. The answer is a no-brainer if your SEO still needs work.
To put things in perspective – while both the strategies should hold an investment in your marketing share, it is logical to focus more on the platform that generates results now. The goal of free traffic and sustainable growth sounds good, but the registers need to ring now.
PPC’s biggest boon is the fact that you can drive prompt recognition through the strategy. It is an ideal investment and creates a breathing room for businesses by growing immediate revenue, and allows you to test and optimize advertising messages that resonate with your target audience. It is essential to get help if you are new to the platform as it will enable you to shore things up and direct highly targeted and measurable flow to the business.
Regardless of the strategy you choose – approach the right people, watch the process closely, track relevant metrics, and keep scaling to drive better results.
