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Pay-Per-Click Advertising versus Search Engine Optimization

Mar 9, 2021

When you own and operate a business, regardless of the industry, it is integral that you can stand apart from your competition and attract as many clients as possible. Since we are living in the most highly advanced digital age, a business’ marketing and advertising strategy needs to be adjusted from the methodologies of previous years. 

Word-of-mouth recommendations have become Google reviews and Yelp reviews. Interacting with customers is no longer restricted to their presence in your shop or on the phone; now they can follow your company on social media outlets like Facebook, Twitter, and Instagram. Even advertising has changed. Billboards and newspaper ads that can reach thousands of people have largely been replaced by targeted online advertisements that will reach potential clients who are already interested in and looking for your products or services. All of these advancements have one primary commonality: the internet.

When you want to attract new clients and bring them to your website, you need to have an effective digital strategy that incorporates, among other factors, Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. 

What Is Search Engine Optimization?

Search Engine Optimization is a process where SEO professionals and content creators in the digital marketing industry use the techniques and strategies that they have perfected throughout the years to demonstrate to search engines and human clients why your company is the right choice for their needs. Implementing these methodologies yields the positive effects you are looking for, specifically ranking in the top organic search results on search engines like Google, Yahoo, and Bing. 

SEO also involves a variety of different, mostly behind the scenes, processes that are designed to give you the results you need to drive traffic to your site and then convert visitors into clients. These include web design and development, analytics, lead generation, link building, blog writing, and so much more. When all of these processes are combined, the finished product will show Google and other search engines that your site is trustworthy and deserving of the top spot in the Search Engine Results Pages (SERPs). 

Local Search Engine Optimization

A major factor that also needs to be considered in the SEO process is the need for local search rankings. It is always nice to be able to say that your company ranks in the top spot nationally for search inquiries for your industry, but if you do not serve clients all over the United States, it is not as valuable as it may seem. 

Ranking high locally means that the customers in your area who are looking for your products or services will be able to find you and come to your store. If you operate in and only serve clients in Albany, Georgia, but a potential customer from California contacts you, they will have wasted their time and yours since you cannot provide the services they need. Ranking locally is just as important as ranking at all.


What Is Pay-Per-Click Advertising?

PPC advertising uses paid promotions to appear in front of those people who are looking for your services at the moment. Every time one of your PPC ads is clicked, you will pay a fee, and a potential client is sent directly to your website. You must craft your PPC ad campaign for conversions since you are paying a fee each time your ad is clicked. If a paid click results in a potential customer returning to the website they were just browsing, that would certainly be a waste of their time and your money. 


To get your ads in front of the right audiences, you have to know exactly where your audiences are and what they are looking for. The internet is a big place, and a general PPC ad campaign with a broad audience will result in you running out of money for the ad due to false leads or your ad being ignored because your audience has seen hundreds of others just like it. You must know who your audience is and where they spend their time online so that your PPC campaign will be successful in getting the leads and conversions you need.

How to Incorporate PPC and SEO into Your Marketing Strategy

There needs to be a balance between your use of Pay-Per-Click and SEO since you can’t rely on PPC advertising forever. It is not economically smart, and there are other techniques to utilize other than simply paid advertisements. PPC ad campaigns are temporary, so the influx of lead generation may slow once the campaign concludes. However, your SEO campaign should be on track by that point and the PPC ads will not even matter that much anymore. Organic leads will replace the ad-generated leads, so once the SEO of your website has begun to show tangible results, you will not have to invest as much time or money into PPC as before.

Once your SEO campaign is in full swing and yielding results, you can then begin to use PPC ads and social media advertising for special occasions. If you are running a special or a sale, PPC ads are a great way to get your brand noticed and the information about the sale to as many interested parties as possible. PPC and SEO work in harmony together, especially when both have been crafted by experts in the digital marketing field.

Contact Our Digital Marketing Specialists

If you are looking to invest in SEO, PPC, or any other aspect of an effective digital marketing campaign, contact Premium Web Design in Albany, Georgia. We have the knowledge, skills, and experience in the digital marketing and advertising industry to help you get your company ranking above the competition and more potential clients contacting you. Book a call today to learn more. We know all of the best techniques to get your website noticed by search engines and clients online, and we are happy to help drive traffic to your company. Turn more visitors into clients with our expert SEO process.

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