The Google Effect In this day and age, digital marketing is centered around search engine results. The first thing anyone does when we need something is Google it – and we’re much more inclined to visit websites shown at the top of result pages. The further down a SERP we have to scroll, the less interested in the websites we become. Companies invest in a variety of practices to ensure their websites get ranked highly on search engines. Two of the most popular methods are SEO (search engine optimization) and PPC (pay-per-click).
Quality Over Speed SEO entails implementing certain methods that affect online visibility through organic search results. In this context, organic refers to unpaid results that occur “naturally” when users conduct searches. Improving organic ranking can be time-consuming but is well worth the additional effort. It can be achieved through high-quality content, superior design, keyword research and implementation, website longevity and traffic volume.
Cash For Clicks PPC ranking is based on paid advertisements. You’ve probably noticed paid ads listed at the top of your Google SERPs. Companies pay to have these links displayed in order to garner more website traffic. PPC might be a fast way to get your website highly ranked among search results, but it’s not necessarily the best long-term marketing option. While it can increase page views, it does not contribute to your overall website quality or purpose. Relying solely on PPC for your SEO needs can result in an inferior website with no credibility.
The Right Combination While both SEO and PPC offer marketing benefits that can potentially boost website traffic, it’s important to find a healthy balance between the two. Maintaining quality is just as important (if not more so) than getting clicks. Garnering clicks means nothing if the destination website is poorly designed and filled with mediocre content.