There are so many options when it comes to online marketing, that it’s easy to get bogged down and feeling lost. But, when it comes to driving sales and improving your search engine rankings, the two options you will definitely be familiar with are Organic SEO (Search Engine Optimization) and Pay Per Click (PPC).
In the sprawling world of the web, there’s a place for both of them. However, it can be difficult to know which option to go with when you’re creating your latest marketing strategy. Let us guide you through that decision and make the right one for your needs, right now.
What Exactly is Organic SEO and PPC
For fear of assuming too much understanding, we’ll quickly run through exactly what we mean when we’re talking about Organic SEO and PPC.
Organic SEO is the process by which you grow your online audience naturally and attract them to your website through the content you publish on your website, on social media,and with strategic partners. You’ll have a link to your site, or a specific page on your site, across all that different content, encouraging readers to click through and visit. You’ll also make sure all your content has certain keywords and phrases in well-written, original content, to help keep your website high up in search engine results.
These are the main ways to organically grow your website visitor rates.
PPC is where you pay different online advertising companies to place an ad for your website in front of the right target audience, based on their online activity. This means that regardless of the content you have on your site, provided the user doing the searching fulfills a particular criterion, your ad will be displayed for them to click on. The ad will appear either in a search engine results list or as an ad on another website. But, you’ll only pay each time the ad is clicked on – hence the name, pay per click advertising.
PPC can be an expensive option if conducted for a long period. But, handled well, can help drive traffic, increase visibility and grow sales over a short period.
When to Focus on Organic SEO
For most businesses, the answer to this question is ‘at all times’. That’s because, provided you have a cost-effective way of creating engaging and quality content, linking with partners and/or growing your social media presence, then organic SEO should occur naturally – provided you stick to a few rules.
In 2016, 66% marketers surveyed by HubSpot said they were focusing on SEO and improving their organic growth. One likely reason for that is over time, great content with the right keywords and phrases can generate clicks and customers again and again. So, over time, you’re compounding the success of the initial content.