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Stepping Up Your SEO and PPC Strategy

By Matthew King | Branding, Marketing and Advertising

Dec 06
SEO and PPC

Creating a successful business both online and off requires more than the ability to deliver a product that is needed and of high-quality. Marketing is an essential element required to build a strong brand and a working business model. Stepping up your SEO/PPC strategy is one way to greatly drive sales to your business while honing in on your target audience and the demographics you want to reach.

What is SEO?

SEO, also known as “search engine optimization,” is a technique used to drive organic traffic to websites and blogs with the use of keywords and trending phrases. When a website is optimized for search engines, it is more likely to appear within the first page of search results using keywords and phrases most relevant to your business and brand. Users are most likely to click a link that appears within the first page of results rather than sifting through thousands of potential options in later pages. Optimizing your website with SEO is a way to drastically increase the amount of web traffic you receive while boosting your conversion rate.

Source: InfoBunny.com | How to write SEO friendly articles that Rank Page 1 of Google

How Does PPC Work?

PPC, also known as “pay per click,” is a form of online marketing that allows you to pay only for visits you receive as a direct result of an ad campaign you have launched. Launching a PPC ad campaign allows you to set a price that you are willing to pay for each new visitor your website receives. When you are willing to pay more for each click, your ad is likely to appear in locations that are more visible and on websites that are more relevant to your business. PPC ads can help boost your website’s SEO by exposing your website’s URL to countless blogs and websites, which is ideal for search engines such as Google, DuckDuckGo, Yahoo!, and Bing.

Source: Methodic.ly | How Does PPC Work? A Beginner’s Guide to Pay Per Click Marketing

Quick Traffic Boosts vs. Organic Marketing and Growth

Determining whether a quick traffic boost or organic marketing is right for your business greatly depends on the type of visitors you desire and whether you are interested in building long-term consumer relationships with those who support your products. Quick traffic boosts to your website are much easier with the use of PPC campaigns, providing you with exposure to thousands of websites or blogs in less time. PPC campaigns can offer a boost of traffic to your website, which, in turn, helps to boost the optimization of your site.

However, if you want to boost your traffic organically, improving your website’s search engine optimization is a must. Tweaking your website’s SEO with new headers, subject lines, and proper linking is the first step to optimization. Create and share unique, relevant, and engaging content on your website’s blog while using all of your brand’s social media pages to boost your site’s SEO. Connect with bloggers in the same industry as you to inquire about guest blogging, thus sharing your website’s link on other websites, communities, and blogs. Repeated exposure and clicks from visitors in different locations help to improve a website’s SEO, even if the changes are not apparent overnight.

Source: TargetMarketingMag.com | Organic vs. Paid Social Media: 5 of the Biggest Marketing Myths

The Importance of A/B Testing

A/B testing is imperative when getting started with the marketing of your website or business. A/B testing with PPC and SEO provides valuable insight and statistics to learn more about which method of marketing is most effective for your brand. Launch multiple PPC campaigns with varying messaging and URLs to see which type of language works best for your intended audience. A/B testing is also ideal when you are unsure of the type of imagery or graphics to use in order to convey a message about your business and brand. With A/B testing, discover the best techniques to appeal to your audience while maximizing your exposure online.

Source: HBR.org | The Surprising Power of Online Experiments

Monitoring and Tracking Analytics

Keep track of your website’s performance when improving search engine optimization or launching new PPC ads. Use analytic tools, such as Google Analytics or an alternative, to keep an eye on changes, such as your website’s bounce rates, page views, and the number of unique visitors your website receives. With each new campaign, track results independently for more insight into the marketing tactics that work best for your users. Putting A/B testing to work for you and comparing results with analytic reports is a way to create even more effective promotions with your next marketing campaign.

With a complete understanding of both SEO and PPC, you can create effective marketing campaigns that bring in traffic and resonate with your audience, ultimately to motivate purchasing. Using both SEO and PPC marketing can help drive traffic to your website and maximize your online reach in any market or industry.

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About the Author

Matthew King is the owner of the Startup Forums, Alkries LLC, and co-owner at TR King Insurance Marketing. Partner at Independent Life Insurance Agent Association, Medicare Training 101, and Final Expense 101. When he's not creating content about running successful businesses here. He's most likely developing processes, diving into SEO, or gaming with his friends and wife.

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