There really is no argument from the professionals and from the non experts alike that if a business has a website then it must be promoting that website on an ongoing basis, that is to say there can never be a time when the business is not engaging in efforts to market its website to the world at large and specifically to its chosen end user target market segment. To promote a website so that it comes up in the search engine rankings there are two main options that a company can use – that is …
- PPC – Pay Per Click Advertising
- SEO – Search Engine Optimization
Therefore the question that is posed by many customers is what is the main difference between the two. In summary Search Engine Optimization for business marketing is for the long term and PPC pay per click marketing short term – those two statements do of course need some explaining.
Let’s take the situation where a company has just had a new website designed and developed by us here at Capid Houser and then the website is launched on the internet. By definition the search engines do not know that the website exists, there is little or no content relating to and linking back to the website on the internet which in turn in most cases will mean that that business website will not rank in the major search engines. If the client is prepared to wait for the time (depending on the market sector and competition this could be months) for their website to rank then we could go ahead and execute our experts SEO processes and in time your business website will be seen to rank in the search engines for specific keywords used by the end user clients.
Now consider the scenario where a company has a new website and it needs to have site visitors immediately coming to the website for whatever reasons, in this case we will setup and run a Pay Per Click campaign using the Google Adwords system. The campaign will allow us to display advertisements for your business website instantly after setup and you the business owner will pay whenever an internet user clicks on your advertisement. At times it could be a good strategy to run PPC campaigns for a newly launched website whilst running search engine optimization campaigns in parallel, after the website starts to get ranked then the business will receive visitors from the internet and it may make sense [depending on the marketing strategy of the business] to pull back on the PCC marketing spend, in time many companies [like us here at Capid Houser] depend solely on search engine optimization to bring visitors to its website.
There can be another ‘what if’ where a company has a well ranked website in its target market sector with plenty of website visitors and new clients coming into its market funnel consistently however, as a part of the marketing strategy of the organisation they could be running a special event that will be for a few days only and very time specific. Due to the long term nature of search engine optimisation to take effect – in this case it may make to sense to run a limited PPC campaign in the weeks leading up to the event. All of the traffic from this marketing activity will be funneled into the specific event leads and when the event is over we can simply ‘turn off’ the PPC marketing.
Which is for your business – SEO or PPC ? we say that SEO is for the long run so if you plan to be in business this time next year and the year after then sign up for our advanced SEO business marketing strategy development to ensure that relevant content and links for your business based on industry specific keywords are produced which will result in enhanced search engine rankings in the major search engines of the world i.e. Google, Yahoo & Bing.
We here at Capid Houser would be delighted to act as an extension of your online marketing department to provide expert SEO or PPC services so do get in touch to learn how we can help to take your business forward on the internet.
Stephen C Campbell
The short answer to the question as to why so many businesses are using Digital Marketing is that ‘companies need to be where their clients are’. A more detailed explanation of online marketing for business comes down to the field of …
- Channel Marketing and that of
- Market Segmentation
Channel Marketing can be conveniently split into two aspects, that of promoting the products and services of a company and that of actually delivering the products and services of a company into the hands of the end user client. Digital Marketing has become so prevalent due to the widespread use of the internet triggered by increasing availability of technology along with the prices that seem to keep going down as the functionality of the technology actually increases.
Of course – not all companies are able to deliver their goods into the hands of their chosen market segment via the internet but all companies are able to promote using the tools that Digital Marketing have to offer to …
- Generate Leads
- Educate Clients and
- Interact with Questions, Queries and Comments.
For the purpose of this discussion we at Capid Houser think it best not to focus purely on the technology tools but rather on how they fit into various silos in order to form various sub internet marketing channels which are used for specific marketing activities of a company. Let’s take …..
Search Engine Optimization
….. most companies know that they should have a website even though they may not have gotten round to having one developed. Now consider the fact that so many businesses do have a website for their company but when we perform an analysis on that website, it is hardly getting visitors and traffic and simply does not rank in any of the major search engines. When we key in the main industry keywords for the business we see all their competitors and at time the website does not appear in the 1st 10 pages [100 results] of results. The website is a critical part of the face of a business online but failing to implement the digital marketing component of making sure that the people who the business or website is intended will actually come across the website when they go to the internet to look for information in the target industry.
The key point to make is that there are many facets to digital marketing and depending on the business; a combination of them must be used in order to bring clients into the marketing funnel of the business. If the target market of a company congregates on social media sites then it will make sense to employ aggressive and ongoing social media campaign, the business to business purchaser may be on the internet looking for specifications and useability data and in this case educational videos, podcasts and membership sites may be used in order to interact with the target market.
In our opinion at Capid Houser there is no one size fits all approach to the development of a digital marketing strategy of an organization and this is why we employ a consultative approach, there may be 10 clients that for whom we all use the following …
- Social Media Marketing
- Reputation Management
- Search Engine Optimization
- Website Analysis & Competitive Reporting
… however the degree to which each component is used will vary depending on the industry of the business and their chosen target market segments. We will consult with the business, understand its strategy and then from this develop a Digital Marketing plan in order to promote the business and raise its visibility to its chosen target market segment.
If you are looking to make more of the internet within your business, maybe looking to outsource the mountain of activities that need to be executed on a daily basis ? why not get in touch with Capid Houser to see how we can assist your business realise its dreams in the internet marketing world.
Having a website is now taken as a standard part of a company’s marketing strategy and the task of making sure that the business website is found in the major search engines of the world, i.e. Google, Yahoo & Bing also is something that should always be on the list of things that must be carried out by the company or; by someone else.
If the competitors of a particular business is always ranking higher in the search engines than another business then this by definition means that the business ranking higher will get more enquiries for its products and services, more engaged customers which in turn leads to rising revenues. It is for this reason that search engine optimization services for business services have become so important as when it comes to this service the point is to get the job done.
The ever changing algorithms that are used by the search engines when combined with keyword research [looking at the activities of users who type in various search terms into the search engine search box] means that keeping up to date with all that needs to be done may well cause any company to divert its focus from its main products, service and end user clients if it were to engage in conducting this activity for itself.
So to make sure that the Search Engine Marketing tasks are executed, company’s hire search engine optimization outsourcing companies [such as Capid Houser] to ensure that the behaviour of the customers are understood [through ongoing keyword research] and that website optimization, content creation and keyword research is carried out on a daily basis which will lead to improved search engine rankings.
When it comes to providing search engine optimization services for business you can be sure that if certain rules and processes are followed – a particular website will rank for specific keywords that users type into the search engines. At Capid Houser we adopt a consultative approach when signing and working with new clients, we look to understand the core business of our clients in order to make sure that the activities that we carry out on the internet is in line with the company’s core branding, segmentation and overall marketing strategy.
As you are looking to make sure that you get significant returns from your website then learn more about our business search engine optimization services so that you can focus on your business and let us take care of making sure that your clients find your company and its content on the internet.