SEO marketing and PPC marketing remain a aspect of the world we live in today. It’s important to take both of them into account when attempting to promote your services and make your business stand out. But as a small business you only have a limited number of resources, and there’s only so much you can do.
If you have a choice, which one should you focus on?
You are going to learn about whether you should be using new geo-targeted PPC or whether you should be taking advantage of the new world of SEO.
Two Main Ways to Target
There are only two primary ways to target people via Google. These are the differences between SEO and PPC, which you have to understand and take into account.
Local SEO – Local SEO is about getting your site ranked high. The higher you are the more organic traffic you’ll bring in. This is something that you can’t pay for. You have to conform to Google’s algorithms and changes. With SEO, you are really just trying to match up your strategy with the algorithm in order to get more organic traffic.
This is part of your long-term strategy and it’s not something that’s going to happen overnight.
PPC – PPC is much simpler to understand. These are the ads that you see at the top of the organic search results. And some results also appear in the sidebar. All you have to do is target certain search terms and bid to have your site shown over everyone else’s. Hence the name, you pay for every click.
Why PPC Has an Advantage
The main advantage PPC has over everything else is that these ads are displayed above organic search results. Usually, the first three results you gain from an organic search are paid. This is something that is not going to change anytime soon simply because Google sees this as an extremely lucrative form of income. Remember that Google makes most of its income from ads.
You already know how important it is to have something ‘above the fold’ on a webpage because people make an impression in 17 milliseconds. Having your site positioned above the fold will increase your chances of someone clicking.
PPC is very much about short-term results because you can start a campaign and your site will be shown immediately.
What about SEO?
An SEO campaign isn’t useless. It’s something that you should be working on until the end of time. Genuine organic search traffic is still coveted. It’s just harder to work towards because Google has said time and time again that it doesn’t want companies publishing content in an attempt to trick their algorithms.
With SEO, there are never any guarantees about where you are going to rank. You can even bring in some outside help and still struggle to gain any results. You may not appear on the first page at all.
What a lot of organizations have discovered is that SEO has turned into something that happens naturally. It’s what Google has always wanted. They want to make sure that you can’t just spend a lot of money in order to appear at the top of the organic search results.
A Game of Cat and Mouse
Whether you are running an SEO campaign or a PPC campaign, you still have to do your homework. Results aren’t going to appear out of thin air. The difference is that PPC campaigns are highly targeted and you know where you stand. SEO campaigns are a constant game.
Google is constantly changing and updating the algorithms, so you never quite know where you stand. And they are well-known, as they did with Google Panda, for changing the algorithms without prior notice. They are known for destroying all your hard work in a matter of moments.
PPC Always Has the Advantage
Neither of these options are easy to work with. On the contrary, it can take as much time to manage PPC as it does with SEO. The difference is you are more likely to gain real results when you are working with PPC. You have a certain guarantee because Google does care about your results.
They do care about what happens to your money because that’s good business for them. SEO is free and therefore Google doesn’t care about your needs or wants.
In short, PPC is by far the most superior option. Make sure you get the help of a professional before starting on one of these campaigns, though.
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