The right balance between SEO and PPC for your business
I am often asked by clients whether they should go for SEO or PPC, and I always advise them that the best way forward is to have a balance of both SEO and PPC for their business’s digital marketing campaign. Here are some notes on how:
Keywords are critical to succeeding with search engine marketing because they are words that people are actually searching for – it’s what they type into the search box. Successful use of keywords involves expanding on an initial list, understanding the volume of traffic for each keyword, understanding how competitive these are and then working out a strategy to target the selection. Each topic is expanded in the tips below.
An Initial List and then refine it
It’s good to get some initial ideas from brainstorming the terms that you would search on if you were looking for the products that you sell. A way that always works for me is googling terms relating to my client’s business and then seeing what the competition is doing and then refining the list with the client as they often have niche products and services that set them apart from their competitors.
Variants of keywords
Here, it’s good to go with synonyms as opposed to just obvious keywords for your business. Use your keywords in singular and plural as well as putting words in different orders as these are all regarded as different searches. This will refine your list further.
Knowing your Competition.
Using your keywords in Google, shows you two things. First who are your competitors and what search terms they are using. For a search term, higher the number of different ads, higher is the amount of competition. Some search terms which have lower number of competitors are often good keywords to go for as they can be hidden gems in terms of opportunities.
Pay-Per-Click (PPC) trial Advertising with Google, Yahoo Or Bing.
PPC advertising with a small budget can be useful and cost-effective traffic generators and it gives a low risk trial of testing the waters. Through Pay per Click campaigns it shows which keywords generate the most traffic and hence those keywords can then ultimately be used to push the business through SEO.
Keywords Targetted in SEO vs in PPC.
Research by Microsoft shows that buyers are more likely to click on sites in the results in search engines that are visible both in PPC and in the organic listings. By having both campaigns it is also a good idea to push different set of keywords through the two campaigns. This also allows a good spread of the marketing budget.
PPC vs SEO Timelines
An effective Pay per click campaign can give instant results as opposed to SEO that may take up to two to three months before it starts producing results.
Consider the Long Tail.
Keywords that have low search volumes on search engines but are relevant to your business create the long tail traffic that is very effective in getting the right kind of targeted traffic that will achieve high conversions. So these long tail keywords work out to be very cost-effective.
Manage your Keyword Assets.
Keep a master list of your keywords and keyword phrases and track visitor numbers against them. It’s good to analyse the traffic generated by SEO and PPC against certain keywords and then change if required to achieve better results. Also consider seasonal variations like holidays, term times, Christmas, valentines, etc., according to your products and services for running certain campaigns.
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