As a business owner or marketer who is responsible for driving and converting website traffic, you’ve probably encountered articles and discussions that pitch search engine optimisation (SEO) and pay-per-click advertising (PPC) against one another in a fight to the death.
Supporters from each camp will offer a range of reasons that you should use their tactic and definitely avoid “that other one”.
However be a smart marketeer – instead of narrowing your options, broaden them. Use PPC and SEO in tandem and you’ll soon discover the benefits of remaining happily neutral in the debate of one vs. the other.
It’s About More Than Just Google Searches
It’s hard not to put Google on a pedestal. The majority of us search using Google, we run our PPC campaigns through AdWords, and we keep our fingers on Google’s pulse, nervously awaiting their next update.
But too often, we lose sight of the fact that solely focusing on what ‘works’ on Google can lead down the wrong path. That’s not to say that writing content and paying for great keywords isn’t effective. It just means that at the end of the day, reaching, engaging and providing value for your customers is more important than using and pleasing Google at all costs.
As a primary example, Google isn’t the only cost-per-click (CPC) platform out there, which means PPC doesn’t always have to target Google search. You might have a plan to create great, targeted content that nets you a stream of organic traffic, but that could take time. Your content might be stale before anybody even sees it.
So why not promote your content on Facebook? At the very least, the paid promotion will get eyes on your content and, if it’s good, people will share it. That should get the SEO ball rolling and the rest should take care of itself. The end result is a piece of content that Google sees that people like. But that wasn’t the goal, which was to connect your content with an audience by any means possible.
Marketing – especially digital marketing – has to exist beyond Google. And by extension, that means PPC is about more than just Google, too! The sooner you can take that leap of faith and not limit yourself to one line of thinking, the better your marketing efforts will be.