Should you suggest SEO or PPC to your media client who is looking to improve their online visibility? SalesFuel’s recent Leveraging AdMall: SEO and SEM: Which is More Effective? webinar addresses this question. Ron Robbins, the founder and CEO of digital marketing agency Clicta Digital, provides valuable insight into this question.
What’s the Difference?
First of all, Robbins says that clients need to understand the difference between SEO and PPC.
- SEO: Search engine optimization “aims to increase a business, website, or blogs’ visibility to a particular targeted audience.” It’s a long-term strategy, but ultimately, it results in a higher return on investment.
- PPC: Pay-per-click advertising is "a type of paid advertising strategy that will result in directing traffic to your website from an ad you paid to be placed on a search engine or website. In a nutshell, it is basically the money you spend to get your listing (the paid advertisement) placed on a search engine like Google so that it can be clicked to gain you leads.” It’s a good short-term strategy, but can get very expensive.
SEO or PPC?
Before you answer the question of whether to suggest SEO or PPC to your client, ask yourself another question. What is the prospect looking for? Specifically: How quickly does your client need to see results?
If your client hasn’t had much new business and needs to get customers quickly, PPC is the way to go. With PPC, your client is paying for a first-page listing on the search engine results page (SERP), which will instantly improve their company’s online presence. However, Robbins says that you should also be crafting an SEO campaign to help them long-term for less money.
An SEO campaign is ideal for clients who want a better online presence on a budget. They also need to have time to spare before seeing results. SEO campaigns take about three months to start generating results.
You can also run a Digital Audit, available on AdMall by SalesFuel, on your client’s company. The results will show you what they need to focus on to improve their digital presence.
Whether your client chooses SEO or PPC, Robbins has some suggestions for their next campaign.
In your client’s next SEO campaign, Robbins suggests including:
- On-Page SEO: This strategy includes optimizing your client’s website or landing page to include specific keywords their customers will be searching for.
- Content Marketing: Content marketing is the writing strategy behind including keywords throughout your client’s website. When your clients add quality and informative content to their site, search engines recognize the site as having authority on the topic at hand. Search engines like seeing websites that have written extensively on specific topics.
- Google My Business: By linking to Google Maps, your client’s business will be easier to find by potential customers conducting generalized searches for businesses near them.
PPC efforts, on the other hand, should incorporate:
- Geo-Location Targeting: This will target any potential customers within a certain radius of your client’s, and potentially their competitors’, locations to help drive foot traffic.
- Retargeting Ads: Use these to allow your clients continue to stay top-of-mind with the potential customers even after they leave your client’s website.