SEO
vs PPC Which Should I Focus On?
Have you ever
noticed how often when you ask a seemingly simple question the answer
comes back, “that depends”. Well so it is with the question
should I focus on Search Engine Optimization for more traffic or
Google Adwords or other paid ads. The answer to that seemingly
simple question depends on several factors that we will explore in
this article.
1. Do You Have a Working Marketing Plan For Your Business?
A marketing plan does not have
to be a book sized document that is complicated and never used once
it is written. It can be (and should be) simple, direct and
functional. It can be as little as a single page. See The 1-Page
Marketing Plan by Allan Dib. Your marketing plan clarifies who
your target audience is, what you have to offer them, why what you
have to offer is their best choice, and how you will reach them with
a laser focused offer that they can’t refuse. Once you are very
clear on the who, what, why and how it becomes much easier to execute
a plan.
2. What Are Your Short and Long Term Goals?
It is a well known fact that
the internet is the leading source for finding goods and services for
consumers and businesses today. You simply must have a solid
presents on the web. Google is the leading search engine but Bing
and Yahoo account for about 19% of the traffic and are not to be
ignored. Since almost every business has a website and is vying for
the top spot in the search results, Search Engine Optimization (SEO)
is necessary in almost every niche and market going forward.
But SEO takes time to develop
and get results, 3-6 months at least. Longer term, solid SEO is
very important to a business since about 80% of the search traffic
does go to “organic” listings, (that is non-paid). Building a
solid online presence for your business is no different than any
other asset that you build or create to grow your business.
Having said that, if you need
leads immediately and are on a budget that is an either or scenario
then paid ads would be your best solution. However, launching into
paid ads without knowing with a fairly high degree of certainty what
you are doing is a recipe for destroying that budget with nothing to
show for it. Paid ads are not particularly difficult to set up but
they are very difficult to make profitable for the novice. If you
are just starting with paid ads make sure you have the budget to get
expert help.
3. The Best First Step
Almost certainly the best
first step for a business is to complete their Google My Business
listing. Their first goal if they are a local business is to be in
the top three of the Google
3 Pack or Maps Pack that appears at the top of the search results
page. Along with this, every business needs to continually
accumulate great online reviews. Have an active program to collect
reviews on Google, Yelp, Facebook, and any other review site
important to the niche that you operate in. At this time it is
quicker to get into the 3 pack than to SEO your way to the top of
page one in the organic listings. For that reason focusing on the 3
Pack is a short cut to page one.
4. Don’t Ignore Social Media
Social media sites are free to
set up and posting on these high domain authority sites on a regular
basis with links back to your website is a good practice to build
consumer awareness, backlinks and traffic to your website and to your
offers.
5. Final thoughts
The beauty of a working
Marketing Plan is that you can focus your message and the medium to
reach a targeted audience at an acceptable price. Having a
time-frame in place helps map out an operation plan. Proper SEO is a
means to a page one ranking in the search results, but on the way to
that result getting in the top three of the Local 3 Pack and running
an optimized Google Adwords campaign can do much to drive traffic and
leads to your business. With the power of the internet most
businesses will want to have maximum exposure and be found everywhere
that their customers are online.
Gideon Marketing is here to
help. We can assist you with your marketing plan and we can help you
implement that plan to get maximum return on investment.
Call Gideon
Marketing 417-385-3537
Gideon Marketing
4200 McClelland Blvd
Joplin, MO 64804
417-385-3537
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