Both organic SEO and PPC aim to boost your business, either in terms of income or awareness. One will bring you returns instantly while the other aims to bring awareness to your brand over time. Both of these marketing methods are powerful tools that have adapted with Google’s search result ranking algorithms. Ideally, you will want to use a healthy combination of both ways on your website, to earn notoriety and keep your online revenue ticking over.
What is Organic SEO?
You may have heard the words ‘SEO’ a lot when it comes to digital marketing. After all, most agencies will have a digital marketing expert who is proficient in SEO and can create copy that uses its techniques. The reason it is referred to as ‘organic SEO’ is the aim of using its techniques to grow and build your website over time, like an organic plant, if you will. The expectation of using SEO is not to have instant overnight success, but to bring an increasing amount of visitors to your site by using the right techniques. Here are the methods that are usually used to improve a website’s rankings:
- Keywords: Keywords are commonly searched-for terms that can be used to boost a page in Google’s search engine results. The reason this works is that using keywords makes a page more relevant to what is being searched in Google.
- Linkbuilding: This refers to the act of putting a hyperlink into body-text that links to a related and useful website. Doing so will boost your page’s ranking only if the site is secure and relevant. Google is wise to the act of linking dodgy websites or pages that no longer exist, so make sure there is a purpose to any links you add.
- High-quality content: There’s no doubt about it; high-quality content performs better. The reason for this is because when people come to your site, they will want to learn something from the content you are providing. Writing a generic piece on a topic won’t get as many shares compared to a blog that is actually valuable to visitors. It’s also important to make sure your content is not full of spelling errors and grammar mistakes.
With all of this considered, it’s important to remember that SEO techniques must be used responsibly. It isn’t just to make sure your content is readable and well-written, but also because Google has cottoned on to the fact that too many people are littering their content with SEO techniques. Google Panda was an update that was introduced to filter through the websites that were overusing SEO techniques to boost their rankings, in spite of publishing poor-quality content. This update is still adapted from time-to-time, so you should always carefully and mindfully create your content. While adding some SEO techniques can be seamless and increase website traffic, adding too many will not only make your content look cluttered, but Google will likely penalize it. In order to avoid search engine results being littered with unreliable and opportunistic content, Google is now filtering out people who do the following:
- Too many pop-up ads: This tactic makes the content hard to reach in the first place, as visitors will spend too much time trying to minimize and close pop-up boxes. Not only that, but they can also slow down the response time of the website.
- Dodgy link-building: You will need to make sure the links you use are relevant and not a click-through to a non-secure unreliable website. Re-visiting SEO-optimized content to check the links are still usable
- Poorly-written content: Filling your content with grammatically-incorrect keywords and filler text will not rank highly. It’s important that you use keywords in a way that isn’t blindingly obvious or detracts from the purpose of the content.
By finding agencies in your area, such as a company that provides services in digital marketing Charleston, you will be able to guarantee that your content will meet Google’s expectations. Increasingly, Google is aiming to prioritize websites that keep its users happy in its top search results. It ranks websites highly that hold users’ attention and provides a useful service.
What is PPC?
PPC stands for ‘pay-per-click’ and is an equally valuable digital marketing technique. The results of this are far more immediate than SEO, as they generate instantaneous returns. PPC works by getting advertisers to contribute a fee once an ad linking to their site is clicked on. So in basic terms: advertisers reward website owners for displaying their ads. The reason they pay for ads is that the click-through will likely lead to a product on their website being purchased. Hosts such as Google Ads use an auction service where advertisers can bid to have their ads used.
The way this works is down to an automated procedure. When a term is searched, it will produce a search engine results page (referred to as a SERP). The auction for the ad is completely automated, and it all comes down to the keyword used. When it comes to finding the right advert for the SERP, considerations such as the total of the advertiser’s bid and the quality of the advert will factor. Then, a winner will be selected, and the ad will appear – all in a matter of seconds.
If this all sounds a bit complicated, there’s no need to worry. The purpose of a digital marketing agency is to make implementing PPC ads much easier. Finding a service in your area, such as a PPC Agency Charleston will help you get PPC ads with a company that is local to you.
When it comes down to it, using a combination of SEO and PPC is ideal for getting your website seen. A combination of instant payment and gradual growth will see you gain both immediate and long-term benefits. The best way to ensure that you are using both of these techniques accurately is to approach an agency – consulting experts will prevent you from being penalized by using expertise and knowledge of what makes for success.