Your search marketing campaign: SEO, PPC, or both?

Written on 17 August, 2015 by Lisa Shannahan
Categories: Pay Per Click, Search Engine Optimisation | Tags: google, keywords, marketing, pay per click, ppc, search engine optimisation, search marketing, seo

The top spots on the first page of search engine results are hot property, precisely because they are exactly where you need to be for your customers to find you. 98% of searchers ultimately choose a business that is listed on the first page of the results they get. How do you get there?

There are two main approaches you can take to your search marketing strategy: Pay-Per-Click advertising (PPC) or Search Engine Optimisation (SEO).

Pay-Per Click (PPC)

Pay-Per-Click advertising lets you place your website listing in the sponsored section of a results page. The listing will be displayed there, usually along the top or side of the organic (non-advertising) results, whenever a customer searches for the keywords you have chosen. You then pay the search engine whenever someone clicks on the ad to visit your website. The search engines have a formula to work out how much you pay for each click, depending on factors like the popularity of the keywords you have chosen and how relevant your advert and landing page are.

Search Engine Optimisation (SEO)

Search Engine Optimisation is the process of optimising your website so it is placed as high as possible in the results listings. The search engines use algorithms to automatically assess and rank sites based on their perceived relevance to any particular search. There are a number of factors which influence this perceived relevance, including how well you have labelled everything on your site (like your page headers and images), how often you update it, and how many people link to you.

Which one should you choose?

While organic listings are 8.5 times more likely to be clicked on than PPC listings, the paid clicks converted to actual sales 1.5 times more often than the organic clicks. There are clear benefits to both.

PPC delivers immediate and highly targeted results, but a PPC listing is a “bought” ranking, and searchers recognise this; they are also becoming increasingly “blind” to paid listings and in some cases may miss them altogether. SEO, on the other hand, tends to be a long-term strategy requiring on-going assessment, quite a lot of work, and some understanding of the algorithms involved in order to be really successful, but a strong organic search listing as a result of a solid SEO strategy gives you greater authority and can promote more trust in your brand, which is one reason why those top results are so highly coveted.

The best search marketing strategy incorporates elements of both SEO and PPC, to achieve the best of both worlds. If you are interested in developing a search marketing campaign for your business, request a consultation today and let us help to devise a strategy that will work for you.