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How Important Is SEO & PPC for Business?

How Important is SEO and PPC for Business?

Search engine optimisation (SEO) and pay per click (PPC) are digital marketing methods that are incredibly important for nearly every business.

Both of these marketing channels help to determine how visible a website will be on Google so if your business relies on website traffic, SEO and PPC can be fundamental to your success.

Read on to understand how SEO and PPC strategies can work for your business and how they can work together to bring in new business to your company.

What is PPC advertising?

Pay per click, or PPC for short, is a type of digital advertising. It’s popular amongst advertisers because you only pay when somebody clicks on to your advert, rather than a set fee for a duration of time that the ad is shown. This feels like a more sustainable way to manage advertising spend for many businesses.

Google, one of the biggest search engines in the world offers its own PPC platform called Google Ads and we will all have seen a PPC ad at some point during our time online, but may not have realised what they were without the background knowledge on them.

PPC is also available on social media channels such as Facebook who again, offer their own form of PPC. The types of ads used take all sorts of formats including display ads, remarketing, video, shopping ads, social media ads, banner ads. Essentially, anywhere you see an advertisement online, it’s likely to be a PPC ad.

Users of these types of ads hope that people will click through from the ad and make a purchase from their business. As everything is trackable, account managers will be able to see exactly which ads are working when it comes to generating website traffic and sales.

The Benefits of PPC advertising

There are plenty of benefits of PPC advertising including;

  • PPC is easy to track and monitor return on investment (ROI)
  • Immediate results are often seen
  • It’s an effective way to get more traffic to your website
  • It’s an affordable way to advertise your business – adjust your budget up and down easily
  • You can be very specific in your PPC targeting. This means you can choose who to show your ad to based on key indicators like age, gender, location. Drilling down to your target customer will ensure you get the most return on your advertising spend because you will be generating relevant leads and not just accidental clicks!

What is SEO?

Search engine optimisation, or SEO for short, refers to a broad range of tactics used by digital marketers to improve the performance of their website.

Website performance can be measured by how well it is attracting visitors and how well visitors are engaging with the site and whether or not they complete intended goals such as buying and checking out, or filling out a contact form to get in touch for more information.

There are lots of things that impact how well a website performs, so optimisation strategies include:

  • Backlinking – where you create valuable links between your site and others
  • Use of keywords in copy – words and phrases on your site that make it clear what it’s about and who it’s intended to be useful to.
  • Optimising loading speeds – how quickly your website loads. Lots of videos will slow things down if not optimised correctly.
  • Optimising meta tags and meta descriptions – these are the labels that Google looks at to understand what the images and text on your site are about.
  • Incorporating UX to your website – UX is user experience. Is it easy for people to move around your site and find what they need?

SEO is all encompassing and a big job, it’s not something that can be done once and left, it’s a continuous process of learning and adapting your website to ensure that it performs favourably in the eyes of Google.

When doing SEO well, you can expect to see your website at the top of search results for relevant keyword searches which is exactly where you want to be!

The Benefits of SEO

SEO has lots of benefits too:

  • Customers are brought to your site organically, because it will be of use to them, not because it has been advertised to them. This is helpful for people who actively avoid advertisements.
  • If your website is presented at the top of Google, potential customers tend to view it as more trustworthy and relevant than those further down the listings.
  • By focusing on creating a good user experience on your website, you’re putting your customers first which in turn can make them more likely to want to engage further with you.
  • SEO strategies can be broken down into manageable chunks and drip fed over months and years making it excellent for budget conscious marketing efforts.
  • Tracking SEO performance is easy – simply set up dashboards to monitor web visitors, website goals, conversions and more to see how your site is performing over time.

Using SEO and PPC Together 

Now that you’ve got an overview of both topics individually, it’s fair to say that most people choose to use SEO and PPC together for the best output.

Both are types of digital marketing that work well together and are based on important keyword research. They combine adverts and organic authority to present a positive image of the value of your website to potential customers and people who would be interested in what you’re offering.

When done well, SEO and PPC can help to grow your business. Here are some of the ways they work together well:

  • Using both SEO and PPC can maximise your search engine coverage. By using similar keywords for both your SEO and PPC campaigns, users will see both your advert and your organic page listing at the top of Google or search engines. This is a sure-fire signal to potential customers that you’re in the market and want to be heard.
  • PPC offers instant results whereas SEO is more long term. Combining the two gives the best of both worlds.
  • You can create a lasting positive impression to online visitors to your website using both ideas. If someone lands on your site after clicking a PPC ad and are then presented with a wonderfully optimised website through good SEO practices, they’re more likely to stay on site for longer, and have a higher chance of converting to a customer. There’s not much point using PPC if it leads to a poorly optimised website that will turn visitors away.

Why SEO and PPC advertising is so important for businesses

SEO and PPC can sound daunting to the uninitiated but it’s very likely that most small businesses and certainly large enterprises are using these tactics to get their brands in front of the people that matter to them.

If your business isn’t deploying these digital marketing initiatives but relies on online sales and service leads to thrive, it’s likely that you will get left behind.

Digital marketing is the bread and butter of marketing for most businesses these days as we consistently move our lives to more digital methods.These tactics have been around for years and have been tried and tested to show that they work when done well.

Does my business need a professional SEO and PPC specialist?

Whilst SEO and PPC are topics that anyone can learn, they can take some getting used to if marketing isn’t your area of expertise. If you really want to see the benefits from these areas, it’s a good idea to invest some of your marketing budget into a digital marketing specialist with experience in both of these areas.

The start of both of these tasks begins with keyword research and this can often be the most important thing to get right. There is nothing to stop you asking for support with this step of the process, then trying to deploy the tactics explained above with your keywords in hand.

Keyword research establishes the right words and phrases to target based on the competition for them and how relevant they are to the people looking for products and services like the ones that you offer.

Ultimately, you will get out what you put into these areas. If you have the time and budget available to learn and action SEO and PPC to a high standard then go for it! If these things make you nervous or sound like a foreign language, it will probably be better to outsource to a digital marketing bod.

Is it worth the cost?

When assessing if something is worth the cost, you must look at the return on investment you’re getting.

Whilst something may sound expensive on the face of it, if that expense actually ends up generating more than the initial outlay in income, then you can safely say that it’s worth the cost.

If you’re consistently putting out PPC ads and spending money on SEO but aren’t getting results, it’s likely that you’re using the wrong agency to deliver the work, haven’t quite got your keywords correct, or are missing some of the fundamental concepts to get right.

The great thing about both SEO and PPC is that they’re flexible when it comes to budget. Start with what you can afford to test the water. If you see promising results, invest some more.

In most cases, businesses get a lot of return on their digital marketing investments through more traffic, more leads, and ultimately more sales.

Tracking and measuring performance

The good thing about digital marketing is that everything you do is trackable. This is important because it’s essential to know what is and isn’t working when it comes to spending money on your business’s marketing plan.

Before you start your SEO and PPC plans, you should have clear goals in place so you know what you’re measuring the performance against.

For example – do you want to see an increase in the number of people visiting your website? Do you want to achieve a certain number of enquiries via your web contact form each week?

These are both clearly measurable goals.

The best free tool available for tracking your digital marketing efforts is Google Analytics. From within this platform you can assess your keyword rankings, see how long people are spending on your website, how they’re moving through your site, how many people convert, how people have found your website (i.e. through an advert or organically).

Other Digital Marketing Options

Social media, email marketing and content marketing all work hand in hand with SEO and PPC advertising and fall under the umbrella of ‘digital marketing’.

Social media marketing allows you to connect and engage with your target audience on different platforms like Twitter, LinkedIn, You Tube, Instagram, Tik Tok etc. Each platform appeals to different demographics, so be sure to understand where your customers will likely be hanging out online.

Email marketing is a great way to stay in the mind of your customers or others that are yet to buy from you, but like what you’re talking about. Used well, email marketing can bring in new sales and generate brand loyalty and return customers.

Content marketing is all about creating information that is useful to your target audience and presenting it in ways it can be found online easily. This may be through blog posts, white papers, videos etc. Give your brand a voice and share it with people who will benefit from you and your products or services.

Regardless of the size of your business, if you’re engaging in marketing activities, be sure to consider the full range of digital marketing options available to you.

In Summary

SEO and PPC are powerful digital marketing strategies that can help businesses of all sizes to reach their target customers online. These initiatives work together to increase the number of people that see your business online and drive traffic to your website.

PPC offers more immediate results by encouraging people to click through to your website whereas SEO offers long-term sustainable growth in terms of website optimisation and performance.

The most important thing to do for any marketing initiative is to identify your goals and review the performance of your work to see what is and isn’t working.

Business owners can easily adjust their spend in these areas up and down depending on their financial position but one thing’s for sure, this is an area of marketing where the results nearly always exceed the money invested.

 

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