Online marketers need to know and understand the importance of both SEO and PPC campaigns when advertising their websites and contents. Both are effective and trusted methods, and both have their own benefits as well as a couple of flaws. In this post we will explore both methods.
Let’s start with SEO
What is SEO?
SEO stands for Search Engine Optimisation and is a key skill for every internet marketer (anyone who has a website or wants to earn money online). It is all about ensuring the content is optimised correctly to be viewed positively by the search engines, such as google or bing. It is well thought of as it is also a free route to getting traffic. Free traffic means 100% profit, as you haven’t paid for conversions.
Several factors are involved in making a website search engine friendly including the design and the content of the site, meta tags and link popularity. Whilst SEO has been around since the search engines launched, they go to great lengths to ensure their search results are relevant for those searching for a keyword. You don’t want to search for something and find loads of results that aren’t very relevant to you and end up giving up.
Why is SEO Important?
Whilst search engines regular change their algorithms which can have an effect on websites ranking, meaning it is not a stable form of marketing – there are still many reasons why you must understand how to use SEO. The key one is the fact it doesn’t cost you anything, meaning this strategy can yield higher profits. This makes it very appealing to internet marketers, especially at the beginning of their journey into an online business.
It is also key for many to rank well in SEO, hence they content is on the first page of the search engines. Based on the quality of your content – it is either on the first page and getting people visiting it (a chance to earn a return) or wallow lost in the rankings and not earn a dime.
How Does SEO Marketing Work?
SEO starts with the right market research, without it your content is no good and without keyword research your optimisation doesn’t get off the ground. To do effective keyword research, you need to understand the importance and relevance of it and use a keyword research tool that works too. Check out more on Keyword Research here.
Keyword research is the first step before creating any content. Don’t waste time writing an article to find you have no chance of ranking well with it. If you are just starting out, you have enough hurdles without trying to rank for a keyword that is highly competitive.
The way I learned to do effective keyword research is to aim for low-hanging-fruit keywords. A keyword that gets a few searches a monthly but has hardly any competition. That is a great strategy for a new internet marketer as you can start building up trust which is another factor in a good SEO strategy. Using longer keywords also helps…
Using the low-hanging-fruit keyword technique with great content is the basis of SEO marketing. But that is an important point – Search Engines base the rankings on whether your content is any good and relevant to the keyword you are trying to rank, whether it is duplicate content and also base it on whether you readers are actually engaging with the page – Google analytics describe it as bounce rate. So, let’s cover those a bit more in detail.
Great Relevant Content – They look at the number of words in the article, is it visually compelling (i.e. relevant images). They also review how many links the page has and will take a dim view of too many affiliate links. The key strategy for content is HELP people and not make it a SELLING Page. This will affect the Engagement of those who visit your page.
Duplicate Content – This is a definite no. There are many products out there that are based on duplicate content and we call them SCAMS. They scam you out of your money by stating the program works, only for you to hand over your money and find the program doesn’t work for you as it is based on duplicate content. Ensure it is unique content, by all means research what others are doing and have said about particular topics – BUT you must find your own voice and style to benefit from SEO.
Benefits of SEO
- It is a free marketing strategy for online marketing and makes it ideal for beginners, making it very cost effective and gives it a better ROI (Return on Investment) as you haven’t made any investment.
- It is classed as an organic ranking when the search engines rank you based on your content. A great post that ranks well will stay there as long as you have customer engagement (people visiting your site).
- Great way of increasing traffic and also gives you an insight into how you are ranked against competitors for the same keyword.
Flaws of SEO
- It takes time to build up trust with the search engines and get ranked higher up. Depending on the niche and your content this could take weeks or months. This can always be combatted with regular posts on your website and engaging with visitors to your site – but this all still takes time.
- Not really sure how the search engines mark content for ranking and they constantly change their parameters. This could mean a post you are ranking well out can all of a sudden have a dip and not be ranked as high as it was.
- Can be trial and error
What is PPC?
PPC is also known as Pay-Per-Click. Put simply, you pay to get your website, blog, etc. at the top of the search results with the hope that someone clicks your advert and goes onto make a purchase. So, for starters the main difference between SEO and PPC is you have to invest in PPC.
How Does PPC Marketing Work?
To advertise on Google, which have roughly two thirds of the search market, you would use Adwords. Bing & Yahoo cover the other third and are actually the same provider for PPC campaigns via Bing Ads.
You still need to do keyword research with PPC campaigns, but the major benefit of PPC is you don’t need to worry about waiting for your site to rank for that keyword – You ‘bid’ to have your site appear at the top of the search results. Typical, you would have clicked on a link that was a PPC search, see below an example.
IN the image the top one has ad next to it, so if you clicked that the owner of the website would pay google with the hope that you went in and decided to buy that camera and give the website owner the commission. there is also a side ad too. This is all about affiliate marketing, learn more here
The links that display ‘AD’ are the ones that the owner of that result will pay a fee if you click that link. So you do not pay upfront, only pay if someone visits it. This can be a great strategy to scale your business. For example, you have an article that is getting a return via SEO. But you aren’t getting a lot of visitors to it, but the visitors who are visiting it are tending to follow through on the action and you are earning money from it. This is a prime example of where you could employ PPC marketing to increase the visitors to it.
Of course, there is the point that you need to pick the right keywords to target. In my experience targeting keywords where there are many competing sites for it means that you would need to pay a high ‘bid’ price to even appear on the first page. Let me explain that bit. You choose how much you are willing to pay if someone clicks it. If you pick a keyword where no one else is advertising (you can check this by doing a search in the search engine for the exact keyword you want to target), then you wouldn’t need to pay a lot to get it to the top. But if you pick a term that there are loads of ads for, then you will either have to bid really high or not appear high enough to make it worth it.
Having said that, if you get your PPC campaign right you can ensure it is targeted and is a proven method for many internet marketers.
Benefits of PPC
- Instant traffic – you don’t need to wait for the search engines to find it
- It is easy to target a specific audience
- You pay only when someone clicks
- It isn’t trial and error like SEO
Flaws of PPC
- You are paying for traffic – not really a flaw as you are aware of it, but means it is better as a reinvestment of any revenue you do earn.
- Doesn’t work if your content isn’t relevant, they will click it and leave without you earning anything
- If you get your strategy wrong can cost you a fortune, without any return on investment (ROI)
If you know what you are doing a PPC campaign is a great of way of increasing revenue, if you do not know – then maybe learn all about it with a program that teaches you both SEO & PPC with a proven track record – see how I got started with internet marketing here.
SEO vs PPC…PPC vs SEO?
Some internet marketers will have made a fortune with SEO techniques and haven’t even ventured into PPC. Most will start with SEO and then use what they have learned to venture into PPC later on. I know some internet marketers who only focus on PPC campaigns and are really successful.
SO, in essence it isn’t about choosing one or the other – it is about utilising both in a controlled way. I currently only use SEO for this business at the moment and yet I use both methods for my wife’s wedding stationary business.
Both are great, by utilising both you actually reduce the flaws I mentioned as they complement each other quite well.
But remember, it still comes down to Great Keyword Research, Relevant Engaging Content for both strategies. Without these SEO or PPC will not work – SEO is about ensuring it is Search Engine & Visitor friendly. PPC is about not spending money unless it comes with a return on Investment. You do not want to pay $1 a click and find you don’t even get a 20% ROI. You are just losing money there.
Hopefully at this point you have a good idea of what is SEO & PPC and the key benefits of either strategy. There are tons of resources out there to help you achieve either effectively. Our No.1 Recommended Product has a lot of resources on the topic and how it can lead to a full-time income partnered with affiliate marketing. Check out this post about SEO or PPC courtesy of Wealthy Affiliate.
Thanks for reading, if you have any questions about SEO or PPC or anything to do with internet marketing please ask it in the comments below and I will get you the answer.