The Search Marketing History
Search marketing services have come a long way in their more than a decade long journey. There was a time when marketers had no other alternative but to personally go around and search physical locations for customers who can buy their product/services. But with the advancement in the tech world, everything is now available at your fingertips. With almost every business information available online, it’s now more about how you present yourself since your online presence is just an extension of your entrepreneurial venture. This sudden search transformation from offline to online has resulted in businesses hiring professionals, who can optimize their online presence to take it to the top of the search table. This is where search marketing services like SEO and PPC come into the picture.
The Defining Moment
SEO and PPC services are more or less two sides of the same coin, which can be leveraged with the sole marketing intention of attracting the online crowd to your site. Online searchers are now getting more priority than the age-old marketing strategy of physically tracking down customers. Many large set-ups and even SMEs are now heavily investing on their online presence so that more than 81% of active users can easily find their online business location in the search engine domain. So if you rank ahead (on the top of the search results) of your competitors in these random online searches then you’re increasing the possibilities of attracting more crowd to your website, which in turn positively impacts the bottom line of your business. This is the basic premise for which businesses hire professional SEO and PPC services in the first place.
SEO services not only enhance the quality of your website but also help your online presence to rank higher in Google’s organic searches. On the other hand, the PPC methodology revolves around paying for ranking on certain search terms, wherein you pay for every legitimate click that you receive on your online ads. Since both these services serve the same marketing goal, how do you differentiate one from the other? Here’s how.
How do they work?
An SEO professional works smartly to increase your site’s organic search rankings, which in turn means not only enhancing the quality of your site, but also adding to your visibility. SEO is like a long time investment deal that may not produce results quickly. It is more of a slow and gradual process that can test your patience levels. So when you’re hiring an SEO professional, don’t expect to just jump ahead at the top of the search ranking table. With the increasing demand of quality SEO services clearly outnumbering the others in the supply chain, the challenge to rank higher in Google searches is getting even bigger with each passing day. In spite of it being a time-consuming process, there’s no doubt that quality SEO services do increase your brand authority and the overall quality of your site. So if you’re looking for SEO services as a long term investment, then all you need to do is take the bait.
Unlike SEO services PPC methodology is quite different but can be as effective if used well. PPC services focus on a completely different aspect of marketing, that too with some good effect. The main goal of PPC is to focus on certain keywords based on your target audience. With the right strategy in place quality PPC services ensure that you rank ahead of your competitors, preferably on the first page of Google’s paid searches, which can be achieved in a day’s work. But it’s not so easy to achieve those results quickly and that means you will need to track the progress of your PPC campaign on a regular basis.
Now, Pay the Price
As they say, quality comes with a price. PPC in comparison to SEO is quite an expensive service model which can cost you anywhere from a few pence to more than $50 per click. But it is indeed an effective service model that’s heavy on your pocket. With more takers (about 850%) for organic searches, hiring PPC’s paid services may not eke out the desired results. But when it comes to results, PPC service model scores over SEO services in ensuring higher conversions; within the range of 1.5x more than your regular organic searches. This is the reason why most businesses get attracted towards high conversion marketing schemes and hire a PPC or SEO service model, while completely ignoring the decrease in the organic traffic to their site.
On one hand, you can expect your well-marketed SEO campaign to be 500% more effective than PPC services. On the other hand PPC can provide you with both, short and long-term solutions, which again completely depends on the way you are handling the marketing of your product/services. Amongst the two service models, hire PPC services not only for instant results but also for appearing on the first page of Google’s multiple keyword searches. But with so much on line, you will have to ensure that you’re hiring the right PPC professionals who not only add more value to your search rankings but also to the bottom line of your business.
Which one would you prefer in 2016?
While making a choice between the two service models it all boils down to one thing – what’s your current business requirement? Besides that, Google’s competitive search ranking environment makes it that much more difficult to pick any one service model. So, you can opt for an SEO service model, if you’re looking for long term investment, or else select a PPC service model if you’re searching for an instant marketing solution. For best search marketing results you can even choose to combine SEO & PPC service models. So, which one of the two search marketing services would you prefer to use in 2016?