What is SEO and how can it help your business?
‘Search Engine Optimisation’ is probably a term you have heard a lot. We all get bombarded with emails from Indian SEO agencies with a promise of top spot of Google. Whilst you should always be very wary of these claims, there is a great deal of value in an effective SEO campaign. If you have a website you absolutely should have an on-going SEO strategy in place. However, this need not cost the hundreds, or in some cases- thousands of dollars you’re being quoted. In many ways, you can handle at least some of your SEO yourself!
So what is SEO?
Search Engine Optimisation is the process improving the visibility of a website in a search engine’s “natural” or unpaid “organic” search results. The higher your website is ranked on the search results page, the more visitors it will receive from the search engine. (Let’s face it, when was the last time you went past Page 2 of Google’s search results? – or Page 1 for that matter!). Various techniques are used to improve your website’s visibility and increase the traffic your website receives. These are split into “on page” and “off page” methods. The main thing you need to remember is that More traffic = more enquiries.
What’s the difference between SEO and PPC?
Whilst SEO affects your website’s “natural” or “organic” listings, pay-per-click is very different. PPC platforms such as Google Adwords charge a fee to display your website either at the top or on the right of search results. You can specify your target market and you only pay when someone clicks through to your website. Pretty cool…. if you know what you’re doing.
To illustrate the different methods, let’s use an example of a traditional Travel Agent on a main street. That business has been there for 20 years and has a prominent position and is well respected. However, a new Travel Agent opens up on a side street, and they offer better deals and are desperate to offer customers a superior service. But no one knows they are there due to their position.
To get that prime position, the new Travel Agent is going to have to move to a new shop, which is a fair investment of time and money (SEO). Alternatively they could place a big pavement sign at the end of the side street, so lots of potential customers will see it (PPC). Both options are effective, but option one is probably more of a long term strategy. Option two, however, is effective straight away and it will likely bring a stream of new customers through the door pretty quickly. In SEO terms, you could implement either option or both. It’s really down to your individual goals.
How can this improve my business?
One thing is for sure, both strategies are proven to work. A long term, strategic SEO campaign will always increase the level of new business that comes through your website and a well managed PPC campaign is a great way to gain instant visibility and bring pre-qualified leads to your website. The next step is converting those leads into sales, but that’s a topic for another time.
Of course there’s only so much advice I can give in one newsletter, and getting the right results depends entirely on your business, and your goals. SEO and PPC can both work for your business, but building your strategy is another story. If you’d like to talk about SEO or PPC and the benefits to your business, I’d be happy to talk it over with you. Simply reply to this e-mail or reach out to me to discuss. I have also put together a few packages that suit every budget.