When it comes to the success of your business, marketing and promotion are essential. However, not all digital marketing channels are equal. With some routes suiting particular businesses better than others, it is all about finding the right fit for your organisation and your budget.
If you are responsible for the marketing of a new business, the chances are that you won’t have the budget to invest in every social media marketing channel (Facebook, Twitter, Instagram etc.) as well as supporting an SEO and PPC campaign. For any business venture, we firmly believe that optimising your website to appear in search engine rankings should be a top priority.
Why SEO is Most Important
Ensuring that your website is SEO friendly is the most important aspect of your digital marketing campaign as organic traffic is the ultimate goal. Paid advertising channels will provide an instant boost, which can be highly effective for new products and campaigns, although this won’t see your page ranking on Google.
SEO, just like digital marketing as a whole, has changed a lot over the last ten years. For example, keyword stuffing used to be a highly popular technique that was utilised in search marketing, at the time successfully, in order to climb the rankings. However, that practice is now more likely to result in a penalty or, possibly, even a complete removal from Google’s listings.
The user experience is key to ensuring that your website is fully optimised; this is an ongoing process. With new algorithms and constant updates, you simply cannot afford to stand still when it comes to your website’s SEO.
At least 75% of clicks are given to search results ranking on the first page (top 10 results), with the highest ranking position seeing 33% of clicks overall. If you manage to rank top for a search query with an average monthly search volume of 10,000, you can expect to see 3,333 sessions on your website without paying a single penny per click.
For an e-Commerce website, complementing an SEO campaign with PPC has the potential to be a match made in heaven. Google Ads, the new name for the search engine’s AdWords, has undergone something of a transformation in recent months with video ads also included in its capabilities, as well as the tried and trusted shopping feed.
According to Google, businesses make $2 on average for every $1 that is spent on their PPC ads. That means that the ROI using Google Ads should be double that of your investment, something that would be welcomed by any business. In addition, seasonal campaigns that you may want to push for a select period of time, instead of playing the long game through SEO, can be highly successful with a well monitored PPC campaign.
However, while PPC is undoubtedly good to gain quick exposure, it shouldn’t be seen as your primary source of traffic. There is an endless amount of technical research that goes into targeting campaigns, ensuring the best ROI possible. This is why any business that is serious about utilising PPC should employ the use of a specialist to oversee the campaign.