Google marketing has two distinct areas: ‘Pay Per Click’ (PPC) services and ‘Search Engine Optimisation Services (SEO)’ but which is the right service to request from your Google marketing expert to boost your internet traffic?
Pay Per Click
Pay Per Click is a marketing platform which works with a bidding system; you pay Google for keywords related to your business so that you can gain better placement for your website. The PPC marketing tools that Google provides, Google Adwords, uses a quality score technique, where the highest bidder for a keyword will be listed first and so on. Pay Per Click means you will pay every time a user visits your site.
The obvious disadvantage of PPC is that it can be expensive. Some companies choose to spend as much as £450 000 on PPC, and although it’s likely, it’s not a given that the increased traffic will convert into sales. On the upside, PPC’s results are immediate and you’ll see a good return on your investment in the short term.
Search Engine Optimisation
Search Engine Optimisation (SEO) is a long-term Google marketing technique but, generally, it offers a better return on investment than PPC because people enter websites from natural search engine results more often than they click on ads and it is a more inexpensive way to do Google marketing than PPC. A company will spend at most £50 000 a year on SEO, and their SEO budget will depend largely on what phrases they need to rank for.
There are a whole range of natural search engine strategies that you can employ to get increased traffic without a high budget, including link building and online PR. Three months is the average waiting period for the results of SEO to start showing through.
The following graph show whether people search for SEO or PPC marketing services most on Google. The trend shows that SEO has taken off more slowly but is now over taking PPC. Search Engine Marketing (SEM) gets the better results as its an umbrella term that encompasses both SEO and PPC. A search enginer optimiser, iMod, suggests that you apply the same principles to your Google marketing strategy by starting with both PPC and SEO and when your search results are up, you can concentrated on SEO.
SEO—PPC— SEM
The difference in a nutshell according to iMod:
“SEO – Long Term, Large Capital Injection, Lower Running Costs
PPC – Short Term, Average Capital Injection, Higher Running Costs”
What you’re going to want from your Google marketing strategy is a good return on your investment and this is what SEO gives you; a larger return on your investment in the long term. However, a combination of SEO, PPC and other Google marketing activities is ideal.
MediaVision Interactive takes care of your search marketing requirements by offering both SEO and PPC services, as well as a number of other specialised services. Contact MediaVision for advice on the Google marketing service most suited to your company’s needs.
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