We all know that the internet cannot be ignored as part of your business marketing strategy, but as well as there being millions of potential customers out there, there are also an awful lot of competitors!

Having your own website isn’t enough , you must take additional steps to enable the online community to find and access your website.   You must invest in marketing your website.  SEO and PPC are two options which will enable you to get a piece of the Search Engine traffic.

1. SEO (Search Engine Optimization)

Indications are that 60% – 70% of internet users are using the Google search engine to find websites which match their requirements. SEO is a method used to ensure that the searchers will find your website ranking among the top results for a particular search.

To optimise your site for search engines, you will have to continually work on building your website links from other web site pages.

By using SEO, you don’t need to pay for the clicks but it will require you to spend a great deal of time doing research to reach and then convert your target audience.

SEO is a long term process. It will take at least 6 months before the desired outcome is fully achieved, but once accomplished, you can get a steady source of customers and profits.

2. PPC (Pay Per Click)

PPC is paid advertising on a search engine such as Google.  The ads are those sponsored listings that you see at the top and side of the page whenever you do a search. There is a charge whenever a visitor clicks on one of your ads. It starts with a bidding process, the highest bidder for the price per click will be listed first in the search engine results.

Most of the providers of PPC advertising will allow you to specify the target market, either by topic, industry or geographical location. You can also check whether your ad gets to be shown at all and if it is competitive with the others.

Benefits of PPC

1.  Enables you to advertise to the whole of the online community.

2.  Fairly easy to set up.

3.   Qualified traffic.

4.  Pay only when site is visited.

At first glance, PPC advertising may seem very expensive. Could it be that someone out there will go on clicking on your ad?  This would give you a large bill without the expected profit on your part.  However, there is protection from this as networks can recognize fraudulent clicks.

You can also set a budget for a set period. Once your budget has been used up by the target number of clicks, your ads will no longer be displayed until the next budget period. You will also be able to adapt to changes in market demands and trends.

To help you decide which of the two strategies will work right for you, think of your goals and resources. Both methods offer benefits and advantages that can work well. You should evaluate according to your short term and long term plans. Take the PPC route for short term goals and choose SEO for your longer term ones.

Study your options before deciding which method you prefer.

More to follow on PPC and SEO.  Please subscribe in the top right hand corner to receive all updates via email.

Internet Marketing Manchester can help with your PPC or SEO campaigns as well as web design!

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