What is the most effective way to promote your business online? Should you invest in PPC (points per click) or focus on best SEO (search engine optimization) practices?
Creating a marketing strategy for promoting your business online should always include PPC. This is the fastest way of bringing potential new customers to their business online. Sponsored ads can help bring customers who make a basic Google search to your landing page.
What direction should you go to improve your Google ranking and elevate your online business and save you money? One option is to go slow and organically drive traffic to your site. The other option is to pay for some instant success. Is there a way to to avoid overspending and find a balance between PPC and SEO?
Here are 11 tips to ensure you are driving traffic to your site with a balance of PPC and SEO.
1) Know Your Brand
Start from the beginning. Know your brand. Your search engine results are a reflection of your clear brand concept. Before spending even a dollar on PPC, you need to fine tune what your business is and who it serves.
Begin with writing a mission statement. Identify your customer base. Then determine what benefit your product or service provides. By determining what your brand can do for customers, you have created a framework.
This framework makes it easy to choose your language and brand message. Understanding your brand concept also determines your visual graphics and what social media you will use. Most of all, your clear mission statement makes it easier to make PPC choices that will give you the most bang for your buck.
SEO is also about putting out a professional site. Be sure your site is responsive and easy for mobile customers to use. Check site speed and make sure that the user experience (UX) is excellent. Your site should be easy to navigate and your products easy to purchase. A site that does not look or perform professionally is not ranked high with Google.
2) Branded Keywords
Branded keywords are the most vital tool in your PPC and SEO arsenal. Using keywords that relate to your product or service will automatically help improve your SEO. These are a small handful of words or phrases that describe your unique product or service.
If you are not sure what your branded keywords are, go back to your mission statement, your product descriptions and even your competitors. Always be sure to check for keywords that your competitor is not using. Don’t forget to check out local keywords. This is where you can get more bang for your PPC buck. Local keywords may not be as popular and could cost you less PPC money. High-cost keywords are best going the SEO route, make sure you do some proper keyword research before heading down this road though. Here’s a great starting guide to keyword research: Link.
Using PPC for branded keywords can be a litmus test. If your keywords are successful with PPC, they should be part of your SEO strategy.
The way to win the SEO game is to demonstrate your expertise. Google rewards sites that contain a wealth of information. This includes content that is at least 1,000 words per main keyword topic. A quality site will also connect content with supporting keywords or branded keywords that links to a main keyword content. This deep dive shows Google that you are the best of the best. Quoting or interviewing experts and linking to their site also demonstrates to Google your company’s expertise. Never link to questionable sites.
Obtaining quality and authority backlinks from other authoritative sites to your website is another way to improve your SEO. This requires a plan or a seo provider that knows their way around the SERPs. Send out press releases about your product or service to local media or other experts. Support local charities or events in order to get valuable links to your website. Sharing catchy infographics and informative videos to your social media is a way to get your business name out there and click to your site for free.
4) Google My Business
Google My Business is usually part of the local SEO strategy, yet it can also tag team with PPC. For every three mobile searches, two are local. This is a huge market to capture.
Start out completing the Google My Business online form. There should be one GMB form filled out for each location. The address, including abbreviations and city name should be identical to your website. Include photos and links to your social media.
The second part is using those PPC locally targeted keywords. The combination could help you rank in search engines and help solidify your expertise with new customers.
SEO growth and PPC success only happens if you are organized. This is especially important if you have a limited PPC budget and have strategized that SEO will improve your site rankings. If your website is stagnant, your SEO will not improve. You will have to continue to rely on PPC for customers.
Create a content calendar. Know who is creating content and keep everything to a schedule. Also strategize your social media channels. Keep posts timely and be sure to target your posts to your customer’s local time.
6) Negative Keywords
Save PPC money including negative keywords. Preventing negative keywords keeps your ad from showing up in a search. Your keyword could be “fused glass,” but you do not want to pay for “fused glass class.” You don’t offer classes and do not want to to pay for a PPC that would include the negative keyword “class.”
A good place to find negative keywords is in a Pinterest search. There is a cornucopia of keyword options that you may never have considered in a single Pinterest search.
7) Multiple Landing Pages
Multiple landing pages can be a good way to customize offers or cater to a larger customer base. Create a single landing page for each branded keyword search. Monitor this for PPC and SEO for maximum results.
8) Geographical Area and Interests
Often national businesses neglect their local customers. Check your competitors to see if they have locally targeted their PPC ads. Don’t forget the fringes of your geographic area that are not served your competitor. You may find a welcoming customer base targeting urban areas adjacent to your business.
9) Analyze The Data
Successfully promoting your business online can take time. Keep a one-year timeline to monitor and report on the results of each change you make with your PPC and SEO strategies. Do be sure to make a single change at a time to make sure you know what change is making a difference.
10) Balancing Act
Getting customers to your site is a PPC and SEO balancing act. Take that data you analyzed and adjust where you put your efforts. SEO and PPC is a modern take on the tortoise and the hare race. They are both headed to the finish line, but you need to follow best practices with each way of getting customers to your site.
If your budget is limited, putting most of your financial resources into PPC may be the most effective way to start the momentum going. SEO is more organic, yet success can take a minimum of six months, even when following best SEO practices.
This also means that there needs to be extra effort in creating content and building a solid SEO framework. This means a good network of internal links and the quality backlinks required Google to demonstrate that you are an expert in your field.
11) Venture Down Your Own Path
There are no set rules for SEO and PPC. Promoting your business online is a mixture of success and preparation. Keep up-to-date with the latest SEO and PPC news and learn from the success and failure of others. Don’t be afraid to venture down your own path to successful online marketing.