This has certainly been said before but it bears repeating: Internet traffic is the lifeblood of any online undertaking.
The success of an internet business greatly is determined by the amount of traffic it can generate for its pages. This is an indubitable fact. What is subject to a lot of debate, however, is the matter of Why Law Firm SEO is better than Law Firm PPC, two of the best traffic making approaches. SEO is an abbreviation for Search Engine Optimization which is quickly turning into Search Experience Optimization. PPC means Pay Per Click. Though their target audience is the same, they are really different concepts that require different techniques and processes.
The two are effective methods of garnering visitors for a website, but one strategy can work very well for certain circumstances while with the other, you may face problems creating traffic in the same situation.
To be successful with either method or with both of those, marketers should know their advantages and limitations so they can be used appropriately under optimal conditions.
When is it best to decide on SEO?
SEO relates to a classification of techniques that are targeted to propel a particular website to the first page of the search engines. (This is what we do)
SEO is very important for online businesses, as statistics show that 80% of the traffic that can be made for any website will come from the search engines. The largest search engine is undoubtedly Google, which garners more than four hundred million searches per day, hence, most SEO promotions target this specific search engine.
So, when exactly should you use SEO techniques? Below you'll find some circumstances when SEO would show highly good for an online business. Keep in mind we're a tad biased in this process. But, we're willing to provide as much valuable information to you in an effort to allow you to make a good decision on our company.
SEO has a comparatively long gestation period. It just takes time. Progressing to the first page of search engine results will not happen overnight or even in a week. Obtaining to the most notable of the SERPs will need time. On the other hand, once your website gets there via SEO, you will enjoy sustained traffic. Also, if you keep up with your SEO campaign, working to maintain and improve results, you can stay in the loop for years and reap long-term benefits.
Whenever you wish to build an authority site. A great authority website is an established resource center for a particular niche. It's the "go to" website anytime members of that market need certain information. A great authority website, once it gets going, will be able to generate a lot of traffic based on URL recall alone. The best way to build an authority website is through creating traffic to your pages and eventually building up a reputation until it becomes popular enough to dominate its market. The only way to generate the traffic required is through ingenious content powered by smart SEO planning and execution.
Keep in mind that Websites are virtual real properties. Productive SEO will raise the value of these properties. Exactly like Real Estate. If you're planning to sell your website for reduced price, you have to increase its value. There are numerous factors that can bring about increasing its value. A few of these are the amount of traffic generated, consistency of traffic generated, page rank, search engine rankings, link popularity, and so on. All of these fall in the realm of SEO.
Keep in mind that SEO isn't "Free Clicks”. There is a tremendous amount of work in creating and promoting content which takes consistent effort and a major investment of time and money.
In my professional opinion tho it is the best long term investment for any company that is interested in creating an Asset that has long term value vs a monthly recurring expense. If you sell your business the SEO that has taken place and landed your website on the first page provides a value that your buyer will be attracted to. All other marketing is just an expense and drives the value of your business down.
So When Do I Use PPC?
Right now we go to the other side of the SEO versus PPC controversy. I promise to provide unbiased value on this subject… as hard as it may be… I'm going to do it.
Pay-per-click marketing is a method of advertising on search engine results web pages. Basically, you bid to have your advertising seen in the sponsored results when someone types in a query including your keywords.
Why do we call it "pay per click"? Because you have to pay for each user who clicks on the advertisement you are promoting.
Well-liked PPC systems include Yahoo AdWords, Yahoo Advertising, and Facebook's advertising systems.
So, when exactly should you use PPC marketing?
Listed below are some circumstances when PPC would prove to be used for an online business.
When immediate answers are desired. PPC will deliver results fast. Incredibly fast! You may count the minutes before a dash of visitors come flowing to your pages. This kind of response is because the minute your PPC campaign is approved (provided that your bids are high enough to merit priority placement), your advertisements will immediately be displayed for thousands of individuals to see. The traffic will almost be instantaneous.
Hence, PPC works amazingly well with product launches, squeeze pages, cost per action marketing and affiliate marketing online regarding high converting offers, joint venture (JV) projects, in season promotions, event-focused marketing, and analogous online business promotions.
When highly targeted traffic is sought. Unlike SEO, PPC marketing will allow you to instantly narrow down your prospects based on their demographic data. A large number of PPC platforms, like cultural media sites, allow you to promote to the age range, gender, income bracket, education level, and even marital status of the people who will be able to view your ad. Popular online communities like Facebook also permit you to target people centered on their hobbies. These types of make PPC a powerful way of achieving the narrow band of individuals your business needs, and leading those to your web pages. SEO will allow you to target in the same manner however the only discerning factor is the time required to obtain visibility.
When promoting a time-sensitive offer. Marketing products, services or events with an expiration date is always a race against time. For these time-sensitive offers, the expedience of PAY-PER-CLICK marketing would be perfect. Promoting an offer that will be ending in 2 days? No issue. PPC can deliver the traffic you need in a subject of minutes.
Whenever your website isn't made for SEO which requires content-rich websites that are regularly updated. PPC is the only way to 1) inform the search engines that your site is relevant, and 2) remind the search engines you exist in order to keep your site at the top of the pile. Some websites are not created for this. Squeeze pages, for example, will not have the required content to even merit a second glance from Yahoo. For websites like this, traffic can be produced from PPC campaigns.
If you need to dominate search results for your keyword category. PAY PER CLICK results are displayed above the natural search results. This prominent position means that in many circumstances, just as much as 40% of the search traffic goes to the top 3 sponsored links. By being absent from PPC you're conceding reduction of all those clicks to your competitors. In the event you're serious about making the most of your click-share of the available pursuit of keywords relevant to your business, you absolutely must embark on PPC! ( and pay the highest price to be seen as well as hope it's not your competition clicking on your ads just to see your marketing)
These types PPC advertising of are some situations when you might have a preference towards one marketing method or maybe the other.
I personally believe that PPC has its benefits but my thinking is always long term. I know that PPC is a necessary evil and has its place in the digital marketing world but in my past, it has always presented a short-term solution to a long-term problem. Consistent Professional Business Visibility.
Every P&L statement that I've ever viewed for my past businesses have always had one category that I dreaded to see. Monthly Marketing Expenses. Well, PPC is a monthly marketing expense. When you spend your money on it this month and your potential clients click on your ads... your money is gone. Phsst! Like a little puff of smoke. Then my eyes always went to the monthly profit. How can increase my assets? SEO “IS” an “Asset”. When you do the work, it stays put and all that is required is a little maintenance to keep your competition at bay.
List “Google Page #1 Visibility” on an Asset sheet if you ever decide to sell your company and see if it doesn't increase the value as well as justify your price. I bet you won't want to list your PPC budget when trying to sell.
