Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is the method that aims to improve search engine rankings and bring more quality traffic to your website. In search results, Google displays links it considers relevant and authoritative. Authority is measured by analysing the number of quality of links from other web pages. A web page has the ability to rank in Google, as long as other pages link to them.
Factors such as how old a website is, how many pages it has and how many links it has from other pages, all contribute to how authoritative a website is. However, the main element that optimises what position a website ranks in Google, is the use of keywords in content, that people search for. Google picks up on these authority signal and as a result, it creates strong Google rankings. Also, if the web page is linked to by other web pages, it shows Google why it’s important, which makes it more authoritative according to Google. There are many benefits that SEO can pose to a business or organisation that utilises it properly.
Advantages of SEO
Cost-effective marketing strategy – Organic listings are essentially free. Through utilising SEO with keywords and links, you can watch your website generate consistent traffic, as SEO targets users who are actively looking for your products and services online.
Increases traffic – With SEO you are almost guaranteed to see an increase in your traffic. SEO can provide quick results, which will increase at a steady rate. To track your traffic on your site, it is recommended that analytic tools are used to monitor the increase of people visiting your site.
Builds better brand credibility – Websites that rank higher in Google receive more impressions and as a result, provides more exposure for your website. Being on the first page of your targeted keywords builds more trust with users, as companies displayed on the first page are perceived as more trustworthy. The more pages and content that appears in high positions in search engines, the more chance there is of users seeing content and associating with your brand.
Makes you stand out – with millions of websites on the web, it can be difficult to compete with them. However, you can stand out from the rest and with effective use of SEO.
Better return on investment (ROI) – Many people click on adverts by mistake, an organic Google hit is more valuable than an ad, as people are actually looking for your product. Google searches yield in people who searched for the tag in your website.
Pay Per Click (PPC)
Pay Per Click (PPC) is a model of internet marketing whereby advertisers pay a fee each time one of their adverts is clicked. It’s a method of buying visits to your site, rather than obtaining them organically. One of the most popular forms of PPC is search engine advertising. Whereby, Google AdWords is the single most popular PPC advertising systems. The AdWords platform enables businesses to create ads that appear on Google’s search engine. Advertisers bid on keyword phrases that are relevant to their target market and win bids based on how much is bid and which company has the higher bid and is more relevant. Websites utilise PPC by displaying adverts or ‘banner ads’, which is shown when a keyword query matches an advertiser’s keyword list, which is called ‘sponsored links’ or ‘sponsored ads’. PPC can be an effective marketing tool, to reach top prospects at an important stage in their purchasing cycle.
Advantages of PPC
Only pay when an interested user clicks through – It’s advantageous and straightforward, as you only pay when someone interested in your service clicks on the advert, which can be highly beneficial to your company as once they are on your website, they can determine whether they want to proceed to a sale of your product or service.
Control all the costs – With the bidding system Google uses, you only pay as much as you want to, which puts you in complete control of how much exactly you want to spend, which means you can tailor it to your budget, and it’s flexible to change at any time.
See results pretty quickly – Organic search traffic can take longer to show ROI and it’s more of a long-term marketing tool, whereas, with PPC, results can be shown very quickly.
Reach the right audience – You have the choice where and when your adverts appear based on keywords, location, website, device, time and date and more options, which means you can narrow down your market and bring products and services in front of the right audience.
Increase brand awareness – As it will be in the top section of Google, it provides your business with more exposure and gives it more establishment.