Search Engine Marketing, or SEM, is the strategy that boosts a website’s visibility in search engines. PPC (pay-per-click) is the most common form of SEM, with advertisers bidding on relevant keywords. The higher the bid, the higher the ad will appear in search results. SEO (search engine optimization) is a non-paid effort that leverages relevant and quality content from a website to rank better in searches. Although SEO and PPC work hand in hand, they should not be considered separate marketing strategies.

Does size matter?

SEO can be more effective for small businesses than large companies. For small businesses, SEO can be a valuable tool to boost sales. Though SEO does not have a direct cost associated, it does take time and effort to develop a strategy.  A strong SEO plan needs to include engaging content with keywords that are relevant.  For larger companies, PPC allows you to test new products or services without having to wait for an entire month. If your site has strong organic visibility, PPC may be the best choice to supplement it. If you have a website and want to increase traffic quickly, PPC is an excellent option.

When can I expect results?

While SEO may take a year to get your site listed in search engines, PPC can deliver instant targeted traffic. PPC can also help with retargeting efforts. In general, people are more hesitant to click on ads due to spam and less-than-savory advertising tactics. It’s important to understand the differences between SEO and PPC before you choose a strategy. You may find it more beneficial to employ both to get the most out of your website.

Both are effective methods for boosting your online presence but PPC can be a less profitable alternative if your product margins are low and click costs are high. A strong return on investment can be made by using both SEO and PPC strategies together. To calculate the cost-per-click, you can use a PPC keyword tool. To determine your profit margin, use conversion rates and cost-per-lead metrics. If you’re trying to make a small profit, you may want to focus on SEO best practices.

SEO and PPC are two ways to promote your website. Whether it is ranking organically or a paid placement, it’s important to monitor your sites performance and how it ranks in search.  You can’t make your site appear on the first page of Google in a day or two. A month of SEO can take as much as six months to reach the top of the search results. By consistently monitoring the top keywords most relevant to your site and your business/industry, you can adjust your PPC campaigns or site content so your site and its content remains competitive.

With ever-changing search engine algorithms, SEM is an on-going effort imperative to driving website traffic.  DJD Marketing understands search engine marketing and successfully applies SEO and PPC strategies to help your business.  Contact us today to learn more.