SEO & PPC: Building Blocks for Your Digital Marketing Strategy

10-Aug-2021 | SEO

Advertising is something that has existed for countless years with roots traced back to the 15th century. But time has changed and so has the way we interact. Constant internet usage has made it almost vital for small and big businesses alike to opt for digital marketing. From 577 million (2020) to 624 million (January 2021) internet users in India, there has been an addition of 47 million users. With such numbers, it’s only natural that search engine optimization marketing and PPC advertising would become the prime go-to for reach, awareness, leads and subsequently conversions.

But to stay ahead of the competition, SEO and PPC in digital marketing must be prioritized.

Here’s why they are pivotal to any digital marketing strategy today.

Search Engine Optimization

Did you know that most searches do not make it past the first few search results? Being visible and easily discoverable in search is everything when it comes to your business and Search Engine Optimization marketing seeks to rank your business higher in Google search results (or SERPs). In other words, SEO aims to increase your brand’s visibility online which then guarantees quality web traffic to the website and even revenue.

Link-building is a means to improve the same. The process involves building hyperlinks from other websites back to your own. This can help search engines like Google and Bing discover new web pages as well as help in ranking a page in the SERPs. More important, it can help certify you as a quality resource on your subject. It can prove to be a time-consuming and complex affair, but a good online marketing agency can help you by building credibility, increasing ranking and web traffic with better SEO scores/ metrics.

Additionally, SEO also seeks to enhance the user experience through a well-crafted website with every technicality under control. This is called UX (User Experience) and shares a common goal with Search Engine Optimization marketing. And in case you didn’t know, Google’s page experience update (said to roll out by the end of this month) will make this even more important. This can be done through several means such as checking site loading speed or ensuring your site is properly optimized for mobile/desktop. So, while SEO is a comprehensive bucket of elements that benefit your online presence in totality, it must revolve around the experience of users as they navigate the tides of your website.

There are 3 basic elements of SEO:

• Content indexing
• Link Structure
• Keyword targeting

Working in tandem with these, content definitely helps to acquire links, redirect traffic and increase overall ranking. The terms used for Search Engine Optimization marketing are the ones that are typically used by the target consumers and the ones that you wish to be recognized by. These terms, also called keywords, are then deployed into content across blogs, articles or infographics. However, establishing brand authority will take time so you must be consistent in your efforts and even more importantly, do it the right way.

This is why SEO easily counts as the foundation of your digital marketing campaign.

Pay Per Click Advertising

Have you come across a ‘Sponsored ad’ placed at the top of your Google search? That’s just a glimpse of the power that PPC has as a part of digital marketing. By bringing relevant eyes to your brand almost instantly, this is favoured by brands and businesses from every corner of the globe. The best part about PPC advertising is that you only pay for results – hence, the term ‘pay per click’. Each time that an individual clicks on an ad, a charge is incurred. But the cost will vary based on several factors.

Keep in mind that the cost to run a PPC campaign largely depends on the level of competition for keywords. The keywords that many are searching for and keywords that sites are trying to be found for – are tagged as high competition keywords. In contrast, lower the competition equals lower the cost. Also, PPC in digital marketing takes an auction-style approach where search engines decide the relevance and positioning of these ads. But contrary to public opinion, it’s not just about paying a search engine to promote your website. Rather, there are a series of variables that come into play. Some of these are as follows:

• The choice of keywords
• The bid amount
• The UX of the website
• The quality of the landing page
• The quality score, etc.

This form of digital marketing generates quick, consistent, trackable and highly effective results. In other words, you can look forward to changes in traffic and sales within a few days or even overnight. For those with a short-term marketing window such as announcing new promotions or offers as well as launching new products, PPC in digital marketing will not disappoint. In doing so, it can easily contribute towards business goals and revenue.

Be sure to include these in your upcoming digital marketing strategies and see the benefits for yourself.

Get in touch to explore just how PPC and SEO can work for you!