When it comes to search engine marketing to promote your blog or website there are two primary strategies: organic SEO and PPC.
Organic SEO (search engine optimization) is the foundation of any blog or website’s long-term success. The basis of SEO is using keywords and high-quality content to ensure that your site appears high on SERPs (search engine results pages). It’s “organic” in the sense that you’re not paying for your placement on results pages, but rather you’re page is naturally ranked through search engine algorithms based on your content’s perceived relevance to a user’s search inquiry.But even if you’re an SEO pro, it’s useful to diversify your approach to online marketing. That’s why it might be prudent to consider a PPC campaign.PPC, or, “pay-per-click,” is a type of online advertising in which you only pay for the clicks that your advertised link gets. Basically, it’s a way of paying to directly funnel traffic to your site. When a user types in a keyword, PPC ads related to the search query appear as “sponsored links” at the top or on the sides of SERPs. Unlike organic marketing, you can quickly adjust your PPC marketing to changes in user behavior, or new markets and consumers.
Google AdWords, Yahoo! Search Marketing and Microsoft adCenter: these are the PPC services that the major search engine operators utilize. Through those services, you submit PPC bids on specific keywords that relate to your site. Your bid is how much you’re willing to pay for every click on your ad. If you offer the highest bid for a keyword, you have a chance of appearing at the top of the sponsored results.A high bid, however, doesn’t guarantee top placement—at least not on the top search engines. Search engines utilize algorithms to analyze the relevance and quality of your ad and your site. A site or page that is ranked as highly relevant to a user’s specific search term can appear higher than a site with low-quality content and relevance that has a higher bid on the search term.
Because of the bidding process, PPC can get expensive. You want to get the most bang for your buck with PPC and the way to do that is through keyword research. Your goal should be to bid on keywords that are highly relevant to your website but are also not expensive to bid on. Using Google AdWords Keyword Planner or other keyword generators, you can find keyword “niches” that are very cheap, keeping your PPC cost low, while leading to a lot of traffic.Try using Google analytics to understand who is coming to your site, where they’re coming from and why. You can use that information to find keyword niches that are going untapped. Also, remember to bid on your brand name and branded keywords. After all, you don’t want competitors capitalizing on your brand.Next, make sure that you’re PPC advert reflects the content and information that users will find on your site. Making boastful claims in your ad that you don’t follow through on on your landing page will lead to increased bounce rates and can even demote your natural SERP ranking. In addition, ensuring that your ad reflects what users will find on your site will improve your quality score, which can also increase the likelihood that your ad is displayed in search results, even when it isn’t the highest bid.PPC should constitute one facet of your overall online marketing strategy. It’s a great way to quickly bring new users to your site and, when paired with a strong SEO strategy, can ensure that your website continues to grow.
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