Warning: excessive use of acronyms below.

The online success of a business largely depends on the traffic generated from its website. In order for it to grow, it’s important to attract your customers organically, as well as take steps to attract them through advertising campaigns and online marketing. You can achieve these goals using effective techniques like SEO and PPC. Both are valuable aspects of any marketing plan, but which strategy is right for your business?

SEO
You’ve probably heard the words “Search Engine Optimization” before, but do you really know what it means and how to use it correctly? Essentially, SEO uses specific keywords and strategies to rank your page(s) higher in search results. This is important because nearly 80% of the online traffic you receive is found on search engines like Google. Unsurprisingly, people are more likely to choose websites that appear near the top of the results page. Any ongoing web marketing strategy you have must include SEO to stay in front of the public at all times.

One of the main advantages of SEO is that it has been statistically proven to give you better leads on average. Many of the organic leads who volunteer to seek your services become long-term customers and may spread the word to other future customers. In fact, many people have started unconsciously ignoring “paid results” when browsing the web or searching Google. Ranking “naturally” high in search engines establishes you as a credible and respected brand that consumers can trust. You can draw natural attention to your page simply by using keywords effectively. For example, if you’re a cleaning service in Jacksonville, you’ll want to put “jacketville cleaning service” somewhere on your page to push your search results to the top.

CPAP
It’s not just about SEO – pay per click advertising is also a valuable component of your online presence. PPC is an advertising method where you bid for your ads to appear in “sponsored” results when someone types in a query that includes your keywords. It’s called “pay per click” because you have to pay for each user who clicks on the ad you’re promoting.

The main advantage of PPC is giving immediate results. SEO tactics take time to rank high in search engines if you have a new or little-known site. With PPC advertising, you can get your business name and services in front of millions of people as soon as you make a payment. This strategy is perfect for announcing time-sensitive information like product launches, special offers, big events, etc. You can even target specific audiences for your ads, like income, gender, and age range. PPC can be very effective in increasing exposure in a short time and putting your name on the map.

So what is the best option for me?
The answer to this question is not so simple. In a nutshell, you need SEO and PPC to maximize your online presence. Not only should you use both strategies, but you should also know when to use them. Targeted SEO tactics are important for generating quality leads over time and creating sustained traffic; while PPC is great for boosting your online marketing campaign and promoting special offers.