Search Engine Marketing – Where do you start?
The best way to develop long-term digital success is to adopt a marketing strategy that combines the power of SEO practices alongside Pay-Per-Click Advertising (PPC). SEO works by increasing the visibility of your site through rankings. That is achieved by using things like keywords and keyphrases to signal search engines when someone is organically searching to find something within your industry. And it also takes quality content that is both informative and useful to the reader. Some key factors in SEO are:
- External Links – Backlinks from numerous internet sources that help to foster more credibility and relevance between your site and a specific audience or niche market
- On-Page Optimization – Using keyword density and metadata that will point search engines directly to your site
- Off-Page Optimization – Measures that can be taken outside of your website in order to improve its position in search rankings
- Online Reputation – Reviews around the web on listings such as Google My Business, Yelp, Facebook, TripAvisor, etc.
- Page Speed Optimization
- Mobile Responsiveness
PPC Ad Management
With PPC, you’re dealing with a strategy, whereby, you pay for advertising only when followers directly click an ad on Google, Bing, Social Media sites, retargeting or other paid advertising sites.
This type of digital marketing strategy has a high likelihood of success if your ads are properly managed, tested, tracked, evaluated and adjusted. Pay per click fees are worth it IF you get the leads and convert them to justify the expense. SEO and PPC both help to enhance the exposure of your website. SEO helps you show up in organic search results just below Google Map listings, and PPC helps you show your ad at the top of Google search results.
So, Why Combine SEO & PPC?
The reason that you should incorporate SEO and PPC is that you get maximum exposure with successful PPC and SEO campaigns. You can double the chance of click-throughs to your website by showing up both in the number one ranking in organic results and on the ad for search queries. SEO also impacts if you show up in the Google Map listings as well. If you have a properly designed website, it will be designed for maximum conversions when visitors go to your site. More on that below.
Challenges Specific to Small Business
Small businesses have the challenge of building both their audience and their reputation when starting up. PPC and SEO combined are an excellent way to both gain visibility and to rapidly enhance it at the same time. When you combine targeted PPC adverts with high ranking for keywords simultaneously, you provide two different modalities to establish your site as an authority in your industry. And once you have users, you can start converting visitors into leads.
Benefits of Conversion Rate Optimization
Driving consumers to view your site is only half of the battle; you have to make sure that they find the advertising promised via your meta-descriptions and PPC adverts. Getting them there is not enough; you have to keep them there. The key analytic you want to pay attention to is the “bounce rate”. The bounce rate is how many visitors leave your site before they engage. It is the measure of how successful your strategy is working. Factors like load time or aesthetics can both increase the bounce rate, leading to poorer outcomes.
How to Entice the Consumer
The trick is to make it easy for your customers to convert by guiding them through the process. To do that you have to consider four key aspects:
- How well does your content connect with the consumer – how easily is it understood?
- Is your link making navigating your site easier?
- Does the design of your site reflect your company’s intention, and, more importantly, is it what the consumer is looking for?
- Is everything on your site operating correctly – do you have any dead pages that can lead to frustration?
Successful Digital Marketing includes Both SEO & PPC
Since digital marketing is not an exact science, there is always a built-in element of chance. The key is to minimize it through a successful combination of using SEO and PPC. If you keep in mind the user’s focus and experience, understand that it is not static, and follow the strategies outlined above, you will position yourself to have the best digital marketing campaign possible for success.
At Fu Dog Media, our goal is to create the most effective digital marketing campaign, using all the weapons in our arsenal including SEO & PPC. Contact us today to discuss how we can get your website on the road to success with a successful digital marketing campaign that uses both SEO and PPC.