This is one of the most common discussion among our customers. Should I run PPC or SEO campaigns to grow my business here?
Even for a small business, digital marketing can be very complicated.
Two of the main marketing strategies you’ll hear about as a growing business are search engine optimization (SEO) and pay-per-click advertising (PPC).
So let’s dive into it:
The Fundamentals of PPC:
Pay-per-click advertising, or PPC, involves placing ads in prominent places—like search engine results, social media platforms, and directly on other people’s websites. The advertiser—that’s you—pays a set amount each time their ad is clicked. (That amount is determined by factors such as the popularity and competition score of the chosen keywords.)
Google Ads is the world’s biggest provider of PPC advertising. When you perform a search on Google, you might notice that the top few results sometimes have an “Ad” tag. That’s how you know you’re looking at a PPC ad.
PPC has a lot of benefits for small businesses:
- You can instantly tap into and reach potential customers on Google.com.sg immediately. You almost certainly can’t get that through SEO—at least not quickly.
- You can target local keywords for your specific geographical location (e.g., “Pilates studio in Thomson Road”). People love to support small and local businesses.
- They tend to have higher conversion rates (meaning the people who click end up using your product or service). This is because you can target your PPC ads towards particular search terms that qualified leads are likely to use.
Your investment is traceable. You won’t pay for your ad until you get those clicks, but it can be challenging to target high-volume keywords on a limited budget (We usually recommend customers to spend at least $1,000/month to see some results). And since you may not get it perfectly right and see a good return on ad spend (ROAS) the first time, learning to do PPC well through trial and error can be an expensive mistake.
Hence, it might be good to check out our Web Delegate PPC package for you.
The Fundamentals of SEO
Search engine optimization (SEO) is about growing traffic to your site by people searching, seeing your site as a result, and clicking it. SEO involves a whole series of both big steps and tiny tweaks that can get your pages to rank. It includes everything from posting regular long-form content on your blog to using meta descriptions and optimizing your link anchor text.
To maximize your SEO campaign strategy, you’ll need to understand search intent—the reason why someone is searching for something. Do they have a question they want an answer to? Are they looking to buy something? Are they browsing? Are they trying to get to a specific site? Whenever you’re creating content, you should be thinking about who’s searching for it—and why.
In addition to creating content that people are searching for, you can also boost your content’s visibility by having other, respected websites link to your content. The best two ways to do that:
- Write guest posts for other websites in exchange for a link back to yours. This also helps you establish credibility and reach a new audience through different channels. I’ve seen businesses of all sizes supercharge their online reach by running guest posting campaigns.
- Write genuinely useful and actionable content that people will want to share.
Ultimately, SEO is all about understanding what your audience wants, providing it, and making it easy for them to find it when they search
In addition to making sure your website displays correctly, you also want to keeping your website maintained to make sure the user experience is fresh, exciting and relevant. Also, sometimes when your website is hacked, in our maintenance package, we will help to reboot your website.
SEO is essential—but it’s also a long game
When’s the last time you clicked on a link in Google that wasn’t on the first page? It’s rare, right? That’s exactly why it’s so important to invest resources in optimizing your website for search.
But SEO success doesn’t come overnight. It’s the result of a sustained effort over a period of time. There are no shortcuts—if you try to find them, you’ll probably get a Google penalty, which is the opposite of the point.
According to Ahrefs, sites that rank in Google’s top 10 are over two years old on average. The average age of a #1 search result? Just under three years.
So What Should I Do? Use SEO & PPC Together
- PPC allows for rapid growth, but it ends the moment you stop spending ad money.
- SEO offers the potential for theoretically unlimited organic traffic, but it takes a while.
Typically our customers does the following steps for businesses starting to get online:
Step 1: Start a PPC Campaign and do on-site SEO
Generally, we will start with a PPC campaign and start the on-site SEO. Keep it running for about a year that will generate some traffic and allow you to get some returns in profits from your advertisement campaign. You can just start with $1,000/month on your advertisement budget. You can also start with Facebook Ads or Linkedin Ads. It really depends on your choice or customer market.
Step 2: Spend time and effort on off site SEO
At this stage , it depends on the customer. You can do a SEO audit or keyword positioning audit and from there you can check what are the keywords you are already ranking for. Work on those keywords that you are not ranking for through off-site SEO strategies.
Steps 3: Work on both SEO , PPC and other digital marketing campaigns to grow your business.
At this stage, your website would be ranked for certain keywords and that you should continue your SEO efforts. For keywords you want to rank for but are not ranking at the moment, you can go with PPC. There is also other methods such as youtube ads, influencer engagement etc that you can do to boost your business.
The above varies from customer to customer and is our own opinion. It will be better to speak to our team about your digital marketing plans.
Also, do not forget to have an attractive, relevant website before you start marketing as this will affect your conversion rates.
Are you looking for a web design and development company that can take your website global? If so, contact us today to get started.