With the current state of technology, getting new customers for your business doesn’t look like it did twenty years ago. You need to have a quality website, and you need to have a fundamental understanding of what you need to do to get people to find you online. To get your site noticed, consider two main tools at your disposal: SEO and pay-per-click advertisements. We take a closer look at each to help you decide which is best for your small business.
What Is SEO?
SEO is short for search engine optimization. To put it simply, it is a method of getting more traffic to your site by including words those potential clients use to search for your products or services in the content on your site. Think of SEO as an organic method of increasing site traffic.
How It Works
Search engines like Bing and Google use crawl bots to gather site information and place them on indexes. An index is similar to a library where sites that are most relevant to what a person searches pop up in results first.
To determine the order that these pages appear in results, algorithms analyze the pages for many factors to determine where they will fall in the search results. SEO success is determined by how closely your website matches what the searcher is looking for.
How to Use It
SEO is unlike PPC ads because you cannot pay for a higher ranking. This means that SEO rankings come organically. In other words, to get ranked high with your site’s SEO, you must have lots of quality, relevant content.
There are several factors that go into your SEO. It is more than just keywords. Quality of content, as well as keywords, are important factors. You also need to factor in speed and crawlability for your SEO quality.
At first, site owners could just put a few buzzwords in specific areas of their content and a site would start ranking. However, algorithms are advancing and keeping relevant sites at the top of search results. As such, you need to put in more effort.
There are also multiple SEO categories, including local SEO, e-commerce SEO, and news/publishing SEO.
PPC or Pay-per-click Marketing
If you are looking for ways to get more people to notice you online, you have likely come across pay-per-click marketing. This is where you pay a fee each time one of your ads gets clicked on. It is basically a way of purchasing visits to your website rather than getting those visits organically.
How It Works
This allows a client to bid for placement in the sponsored links when a search is done. When bidding on a keyword such as “dog grooming,” your ad may get the top placement.
When this sponsored ad is clicked, you will pay a fee. When used well, it is a nominal fee because you will make more in traffic and conversions than you pay for the marketing. For instance, if you pay $3 for a click but get a $300 sale, you have a solid gain.
How to Use It
At first glance, PPC may look like a no-research option, but you still need to select and research quality keywords and get those worked into great campaigns and advertisements. While it may seem like busy work, Google and other search engines reward you for creating relevant content that is targeted. With these ads, you will pay less for your clicks. This discount means it truly does pay to know what you are doing with PPC.
Differences Between PPC and SEO Campaigns
To help consider which is best for your campaign, think about your budget and resources, your objectives and goals, your industry, as well as how your site is currently doing.
With all these in mind, should you use PPC or SEO? It depends, as they are different ways to drive traffic to your site. Most companies will use both to get the advantages of each.
It is cost-effective
Sustainable and stable results
Organic clicks are free
Content targeted for different funnel stages
Organic results are more powerful than paid results
Higher traffic volume
Time-consuming and work-intensive
Requires continual improvements to keep at the top of searches
Needs attention to link-building, content creation, and other factors
The learning curve can be overwhelming, and there are regular changes to algorithms
Advantages of PPC
Nearly instant results
Ads are placed right at the top of search results
You can make your presence better with address and phone numbers in search results
Smaller base of knowledge needed
Google experts offer support and assistance
You have access to tons of data
You can have test runs
Drawbacks of PPC
Price per click can add up
With more competitors advertising, price increases
Higher initial investment
You need to have someone manage the campaign
You can’t just stop; will your site continue without these leads?
Most small businesses will want to use a combination of SEO and PPC tactics to get the best results and make the most of their overall marketing budget. This lets you harness the advantages of each while minimizing the downsides.
Overcoming the challenges of digital marketing can seem formidable, but the right team can help crush the challenges of self-marketing. There is one strategy that we specialize in that can quickly breakthrough the limitations of the marketing techniques described here, and increase appointments, and revenue, quickly: customer/patient database reactivation. Using this strategy, we help well-established Chiropractors (and other small businesses) add 40-100 appointments to their practice in 90 days or less with this strategy. This strategy can stand on its own, or can be used to generate additional patient appointments and revenue while other, long-term marketing strategies are implemented. To find out more, contact the author with a direct message, call 614-503-4950, or visit our website at invisionstudiosllc.com to learn more.
Our blog is designed to educate and inform chiropractors and other alternative medical practices/small business owners and managers about online marketing.
Don't have the desire or time to deal with your marketing? invision studios offers marketing services and systems to accelerate your business growth at affordable prices.
Our expertise is helping well-established Chiropractors add 40-100 appointments to their practice in 90 days or less. To find out more, contact the author with a direct message, use our convenient contact form, or call 614-503-4950.