Have you ever heard the terms SEO and PPC and didn’t know what they mean? Well, if you’re a new store owner or own a new site and you’re looking to get into digital marketing, then it’s important to know what SEO and PPC are, so you’re in the right place. Today we’re going to talk about it in detail.
So let’s start off with SEO. So SEO is search engine optimization. So whenever you go to Google and you search for something and you see all these free search results, those are there as a result of at least some degree of search engine optimization that has been done by that site. So search engine optimization includes things like optimizing the page titles and meta descriptions that you see. So those make up the listing that you see on the search results pages, but they also include the content that’s on your site, the images that you use, how fast your site loads. All of those things play into search engine optimization.
So the big key to creating long-term lasting and consistent traffic with search engine optimization is to have a quality website, lots of good content. Content is the key. You want to make sure that you have content out there that is relevant to the audience that you’re targeting. So you want to write content for your customers, write things that will be interesting to them, create tools that would be relevant to your customers if that’s something that you can do for your business. That’s not necessarily something that works really well with e-commerce, but for lead-gen type companies or marketing companies, creating tools is a great strategy for bringing SEO traffic.
So PPC is the exact opposite. Google Ads is the primary example of what PPC is. PPC is pay-per-click, so it’s paid advertising. What you do with PPC is you choose keywords that you want to show ads for. So if your service is a web design company, for example, then you would run ads on keywords like “web design” or “find a web designer,” “hire a web designer,” all of those types of things. And you would show ads so that whenever someone searches for those terms, your site will be shown at the top of the search results page. So those are very effective, and they work extremely well for e-commerce companies as well. There are a lot of different types of PPC ads, particularly when it comes to e-commerce companies, Google Shopping ads, which are the product, looks like a catalog. Whenever you search for a specific product, you can see lots of images and prices, and you have the option to buy directly from Google Shopping. So those are Google Shopping ads. So there are lots of different types of ads that you might find relevant for your business.
SEO and PPC are fundamentally very different approaches to marketing, but most companies will want to handle both. You’ll want to have an SEO strategy, and you’ll want to have an advertising strategy. The trick about SEO is that it takes a time, particularly for a new site, to pay dividends. So if you were to have a brand new site, and you start writing SEO content and working on your pages and trying to improve the quality of your site, it might take three months, it might take six months for your site to start receiving organic traffic, just because Google is going to spend that time feeling out your site, seeing what your customers respond to when they search for that. So through things like organic click-through rates, they’re going to see how well your site responds, see what types of keywords you’re using. So it sometimes takes a little while to figure those things out.
So SEO is a long-term strategy. Every site should do SEO, regardless of what industry you’re in. You’ll want to make sure that you have an SEO strategy in place. SEO takes a long time to pay dividends, so you want to start on that as soon as you possibly can. So as soon as you launch your site, start thinking about your SEO strategy. Think about creating quality content, and think about working with external sites to maybe do some guest posting or require links so that people will link back to you, which improves your overall authority so that Google gives you better rankings and will help expedite the process a little bit.
So pay-per-click or Google Ads is the opposite. It doesn’t take any lead up time. All you have to do is build out your ad campaigns, and that can usually be done within a day. So while you’re waiting for SEO to start paying off, that’s a great time to start your Google Ad strategy. If you don’t have the budget for ad campaigns, especially right at the beginning, then you might want to just focus all of your efforts on SEO at the beginning. Once you have some budget to run PPC ads, that’s when I would start that. But what I generally recommend is that once you launch your new site, start working on SEO as soon as you can, and as soon as you have the budget available, start running PPC ads.
If you get to the point where you’re getting enough traffic or you’re getting the sales that you want through organic traffic, then maybe you don’t have to worry about running PPC ads anymore. I always recommend everybody always run PPC ads, but there are some instances where companies might hit their workload limits or something like that and might not need to spend the effort to run PPC ads anymore.
That’s it for today’s episode. I hope you got a ton of value out of it. I’ll be back soon with another episode of Marketing in 10. Until then, take care.