Generally, there are two ways of getting traffic to your website. SEO, which is the acronym for Search Engine Optimization, and PPC, which is for pay per click or paid advertising. Both of these methods generate traffic to your site and are great tools for SEO. However, they are two very different approaches with very different strategies. In this blog post, we will go over SEO, PPC, and the combination of the two, SEM (Search Engine Marketing). We will show you how they work and which method is more beneficial to your business. These approaches can help you identify where you are in your current sales and business cycle. They can also help you decide the right method for generating necessary traffic to your website.
SEO – Search Engine Optimization is, essentially, a long-term marketing and business strategy. Think of this as the ‘destination’ part of the ‘race’ in your digital media strategy. SEO uses keyword rich web copy, and website architecture to rank websites organically in Google’s SERP’s (Search Engine Results Pages). Organic SEO takes time, energy, and consistent effort developing fresh, original content. Growing quality links to gain a higher spot in Google SERP’s is also part of the SEO process. Organic SEO should be your main focus for your website on a continual basis. There are ever changing rules and updates set in place by search engines that you should know and stay aware of so you can continue to yield great results.
PPC – PPC or Pay Per Click is paid search advertising. Think of this as the ‘race’ vs. the ‘destination’ part of your digital marketing strategy. PPC yields faster results than organic SEO and you will start to see traffic to your website immediately. However, once your campaign ends, you could see a decrease in valuable web traffic if you do not continue with ongoing and updated paid campaigns. Whether you decide to use Google AdWords, Facebook Ads or any other paid, online advertising, you pay to get your visibility in Google’s SERP’s. Don’t get me wrong here. I owe it to Google for giving me my career. Just remember, Google is in the business of making money. They, along with Bing and Yahoo will let you buy your listing. You can end up paying a lot of money for it depending on your industry. If you do any paid search advertising have a strategy, a goal, and a budget.
SEM – Here is where you get the most bang for your online marketing buck. Search Engine Marketing uses organic SEO methods along with PPC campaigns to yield high results and high returns in Google SERP’s. The primary method in search engine marketing is PPC, however, savvy web marketers will know that they maximize returns when using both search engine optimization and pay per click advertising. Remeber, SEO and PPC both yield results. It’s just a matter of when, how and where you use them that make them most effective.