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SEO advertising is different. It gets you to the top of searches instantly. But it also focuses on earning you those top spots for organic traffic. It’s the two-fold strategy you need for growth and long-term success.
You’re not fighting with big companies to quickly earn those top organic spots. But you still get seen.
You get to set your own budget and reach the right audience with the right message quickly. But you invest in a long term, more cost-effective, organic strategy at the same time.
There are two vital sides to SEO advertising. It includes optimizing your website so that it is more visible in organic searches. But it recognizes that unless you have millions to spend, it takes time to rise in the ranks. Because of this, it’s supplemented by pay-per-click advertising.
Together, these are the dynamic duo of marketing. They’re peas in a pod. A power couple. Whatever you want to call it. It works.
Google, and other search engines like Bing, will allow you to pay to be at the top of searches. If it sounds like a sham, hear this. You don’t pay anything if they don’t click on your ad.
That’s right. You create an amazing ad that people want to click. And once they’re back on your site, you convert that click into a paying customer.
There is no single way to get more website traffic faster than this
Maybe not that fast. But it’s like instant brand awareness.
There’s more. These ads only appear when someone searches for what you offer. PPC advertising is highly targeted. It’s high intention traffic funneled right to your website.
PPC Advertising can be tweaked and perfected over time. But you’ll instantly see visitors coming into your website. We’ll talk a little more about how to turn all of this traffic into paying customers a little later.
SEO is what you do to your actual website. Search engines like Google are constantly judging your website. They want to know if you provide a great customer experience. They try to determine if you’re a trustworthy website. The better you can demonstrate that your site does this, the better your visibility will become.
There are many strategies used to do this. Here are the basics you need to know:
Optimizing your website for search engines is a sustainable marketing strategy. It pays you back many times over for a long period of time. But it does require initial setup and ongoing maintenance. For a brand new site, it typically takes 12+ months to get significant results. But you should see some movement within 6 months.
Have a well-established site that’s already getting some decent traffic? Results should be faster.
Why does SEO take so long? Search engines need to know that you’re legitimate. They don’t want to reward a site that’s using questionable tactics to rise in organic ranking. They don’t want to make a mistake. It takes some time to show search engines that you’re not a fly-by-night website.
This distant horizon for SEO is why PPC and SEO are the perfect pair. You win with SEO advertising.
Pay per click doesn’t directly improve your rankings. But it does increase brand awareness. More people will click on you in organic searches because of it.
Getting started is easy. You’ll be doing some research for both PPC and SEO. Fortunately, much of your research will overlap.
It’s helpful to have tools at your disposal. We’ll discuss these briefly. But a lot of it can be done manually. It just takes a lot longer.
As your skills grow, you begin to realize the benefits of SEO advertising. You’ll want to invest in tools that make it easier. The most cost-effective thing to do is to work with people who already have them.
Let’s look at what you need to do before you start just running these ads.
Here’s a rundown on the research you need to do. We’ll go in-depth into how to do it.
In order to get started with SEO advertising, you’ll need assets. These include:
All of these assets are important. But perhaps the most important is analytics. Analytics tells you what’s working and what isn’t. Without it, your SEO advertising can fall down many rabbit holes.
We already discussed how many people use search engines to find what they’re looking for. But their demographics vary some.
By far, most people use Google. It doesn’t matter if they’re in Norway, Louisiana or South Korea. Old or young? Rich or poor?
People in the following categories tend to use Bing over Google:
If your business falls into one of these 3 categories, Bing may be a great place to invest SEO advertising dollars. Canada and the UK are also partial to Bing.
However, recent reports show that retail businesses has more benefits if they use Google Search Ads. In fact, statistics state that US retailers spend $13.12 billion on search ads. And this figure is estimated to increase up to $15.65 billion in 2020. Indeed, paid search is becoming the fastest growing ad format this year.
Mac/Apple users are also more likely to use Google. People who use Microsoft products at home tend to use Bing. This has a lot more to do with default settings on their devices. It has little to do with preference.
No need to recreate the wheel. You have competitors who’ve figured this out. It’s your job to de-throne them. This is where paid tools come in
Do you love free as much as we do? Adwords Keyword Planner gives you an idea of what you’ll be paying for each click in your Paid SEO advertising campaign.
You can use this as an estimator to better understand the potential costs for pay per click.
You’ll know from this which words are getting decent traffic so that you can target those words in organic searches. You do this by including them in your content.
This will also let you know when a keyword is out of your price range. Let’s say you want your ad to appear on “Find a real estate agent”.
You can see that this keyword gets lots of traffic. That’s a plus.
But according to keyword planner, you’ll pay nearly $14 for a click. Depending on your business, model this may or may not be a high acquisition cost.
In real estate, it likely isn’t. But tools like this give you the data.
The most successful PPC campaigns in SEO advertising have at least 10 landing pages. Why so many? You’re selling basically the same thing, right?
Remember our cardiology example above? You need a landing page that continues to speak directly to this audience after the click the ad. Through this hyperfocus, you keep your target engaged through the entire SEO advertising journey.
Let’s look at 5 vital components for an SEO advertising landing page.
You’re ready to grow your business. SEO advertising is the way to do it. But you won’t just start posting some random ads and hoping for the best. You need to build content assets that streamline the process. On the pay per click side of SEO advertising, the clicker’s journey goes something like this.
Build your content assets around this SEO advertising buyer’s journey.
Run your ad campaigns. As the clicks begin coming in, analyze your data.
Ask important questions. Which ads earn the most clicks? Which keywords drive the most traffic? Which landing pages convert?
What is this data telling you? Are some aspects more successful than others? Consider the data. Optimize your ad campaign to maximize your returns.
On the organic side of things, use Google Analytics to track the incoming traffic.
Where is the most traffic coming from? How are people interacting with your content? Which content is performing best? Optimize it.
To SEO your website, you need to create compelling content. Take the research you’ve done on your competitors and keywords. Consider your target audience. Start building content around topics that your customers will love.
Let’s look at 3 quick tips for compelling content.
SEO advertising is primarily done in search engines. But you know the importance of repetition in marketing.
Reach potential customers where you can with SEO advertising. But be strategic about it. Otherwise, you end up spending a bunch of money in places that don’t work.
Many social media sites and websites provide you with an opportunity to advertise on their site with the same pay per click model. But each social platform has a different audience. Let’s find the one that’s right for you.
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