When it comes to increasing traffic to your mission critical websites and web stores, marketers have two very different options to work with: Search Engine Optimization (SEO) or Pay-Per-Click (PPC). Before determining which combination is best for you, it is important to define and understand the unique advantages and disadvantages of each.
SEO – (search engine optimization) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.
- SEO Advantages
- Longer lasting results
- Produces greater credibility from organic search results
- Requires no daily marketing budget
- SEO Disadvantages
- No guarantee of results
- Takes longer to see results
- Keywords limited to site size and current content
- Requires changes to content
PPC – (pay-per-click) is an internet advertising model used to promote and attract direct traffic to websites, in which website owners pay search engines for clicks on promoted or sponsored search results.
- PPC Advantages
- Produces immediate results
- Unlimited keywords regardless of site size and content (more keywords = more $)
- No content changes necessary
- PPC Disadvantages
- Requires a daily marketing budget
- Can be expensive to maintain long term
Now that you know the differences between SEO and PPC, it’s time to get to work. At Bridgeline Digital, we have assembled a team of digital strategists known as iSG (iAPPS Support Group) that will work directly with your marketing team to assist in identifying your specific goals as well as your PPC budget. After meeting with your team, iSG will complete a comprehensive site analysis consisting of a current SEO, analytics and content review to determine a SEO and PPC strategy designed with your specific goals and budget in mind.
It is important to note that iSG’s approach to PPC is unique to the industry and unlike most agencies. Once your PPC budget is established, iSG will manage your daily bids for you. But, rather than charging a percentage of the overall buy, iSG charges only a nominal fee based on the hours necessary to identify and deliver keyword maps, ad copy and the testing strategies designed to ensure that the right ads are being shown to the right audience at the right place and time. This means we are committed to developing strategies that aligns with your paid search goals, whether that’s increased paid search traffic or decreased ad spending.
Your questions and comments are welcome.