It’s a new year, and many Atlanta businesses are wondering whether their efforts are better spent focusing on SEO (search engine optimization) or PPC (pay-per-click) advertising to increase website traffic. The fact is, it shouldn’t be an either-or proposition! Instead of being considered opposites, you should consider the benefits of doing both.
Search engine optimization is the process that allows you to rank naturally or “organically” in search engine results for certain keyword terms and phrases. With PPC advertising, you actually pay for ads that will show up at the top or bottom of the results pages when someone keys in a term or phrase you’re targeting with your ad. As the name implies, you pay when someone clicks on the ad. The benefit? If your website doesn’t rank naturally for those key terms or phrases, you can attract targeted traffic through your ads instead.
SEO and PPC are allies that actually complement each other and are great for a well-rounded SEM (search engine marketing) campaign.
You gain intense knowledge about your audience because you have twice as much data! While SEO and PPC are very different ways to enhance visibility and generate traffic, both generate data that’s tremendous for search marketing. Which keywords or phrases are converting best, what are the search terms your website ranks well for? By having all of this data at your fingertips, it makes it much easier to see which campaigns are working and which are a waste of time. Ultimately, considering the access to data you have with both SEO and PPC, you can put more effort into what’s working and continuously improve your results.
Imagine the visibility! Perhaps you already rank well organically in search engines for your key search terms and phrases. Even if you do, the odds are, your website will show up only once in the results for any given keyword phrase. Add in PPC, and you have two chances to be seen and noticed by prospective clients. This is more important if your website doesn’t rank well organically for important keywords, as paid advertising puts you in the game with competitors who do rank well organically. Much greater visibility, either way you look at it.
Is either one better than the other? While you definitely want to optimize your website for organic reach (SEO), both have their own distinct advantages. Using a balanced mix of both, you will increase your audience reach and improve your company’s presence on the web!
EBB Web Design is an Atlanta-based design firm specializing in web development, PPC, SEO, and all aspects of digital marketing. Put your marketing needs in trusted, capable hands!Google+