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SEO and PPC – Gain Visibility Online

SEO and PPC are important when implementing your online strategy. Each contributes to a digital marketing strategy and is important to gain online visibility. Used in conjunction, you will be able to strengthen your online presence, or, if you are a small business, gain visibility quickly and reach wider audiences.

For a comprehensive overview of SEO and PPC, download Mention.com’s Complete Guide.

What is PPC?

PPC is a form of online marketing where you pay a price per click i.e. you buy online advertising space and are charged when a user click on the banner advertisement. Essentially, you buy website visits rather than earning visits organically.

You can use services such as Google AdWords, Yahoo Search Marketing and Bing Ads to display ads in the sponsored results. Additionally, Facebook, Twitter and LinkedIn, in an effort to monetize their service, provide PPC ads on their platforms. Want your brand to stand out online? Perhaps PPC is the way to go.

SEO vs. PPC

Immediate returns vs. Long term benefits: this is the PPC vs. SEO debate. While SEO will give you visibility over time, it is prone to periodic algorithm changes and could halt your progress and strategy. PPC is a little more static, although algorithms still change.

Quality Scores

Quality Score is Google’s rating of the quality and relevance of keywords, landing pages and PPC Campaigns. Your PPC campaigns are depending on three main factors:

  • Keyword relevance
  • Landing page experience
  • Click-through-rate.

Keep in mind that search engines are not the only platforms for PPC. LinkedIn, Twitter, YouTube, Facebook, WeChat, and many other platforms offer PPC-style advertising. Know your audience, what platforms are they using, and tailor your strategy based on that. Advertising on Instagram when your market doesn’t use the platform is a waste of time and money. Use any available data to research your audience and you will be successful.

Make sure you:

  • Identify your goals
  • Find where your customer are online
  • Use a variety of search engines

The Value of both SEO and PPC

SEO doesn’t have immediate impact. Over time, you can build a reputable website. PPC allows for faster results, and gives smaller brands a chance to reach new audiences.

Don’t Overlook Influencers

Another PPC avenue is paying influencers to tweet or share your links. An influencer could be a celebrity endorsement, or an industry leader – basically, someone with a many followers that is able to promote your company or brand on social channels, or on blogs.

Final Thoughts

The obvious choice seems to be PPC. The reality? Use both. SEO used in conjunction with PPC will yield the best results. Combined with the right strategy, your website will get a boost in traffic quickly.

If your company is performing well, a sound PPC and SEO strategy can lead to greater visibility and revenue. Investing in online advertising is a great choice to get results.

Sources

Overview of SEO and PPC

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