In today’s internet-driven world, it is not enough to simply have a website with a lot of pretty images and product descriptions. You need a website that is easily found when people are ready to make a purchase.
There are, of course, several online marketing services that can help you with this process. SEO and PPC are often the first things that come to mind for improving findability and increasing traffic.
The question is: which one is right for you?
With SEO (search engine optimization), you target specific keywords in an attempt to boost your organic traffic and page ranking. The goal is to have your site appear on the first page of the search engine results, where people are more likely to click on it.
The percentage of people who click on a site falls dramatically the further down in the results your site appears. SEO can help your business target a relevant audience and boost traffic/sales.
With PPC (pay-per-click), keywords are targeted to create a series of adverts, but you do not have to pay anything unless a user clicks on it. PPC ads appear at the top of the page and are clearly marked as ads. However, since there are no longer right-side ads, these listings have pushed organic results further down the page.
[Related content: If You’re Dominating SEO, Do You Still Need PPC (or Vice Versa)?]
Often a successful campaign isn’t simply “one or the other,” but combining SEO and PPC can be the most effective choice. It all depends on your specific goals.
Discover more about how different online marketing services work together to deliver the best results: