As the Internet continues to evolve, so are the marketing tools it offers. Of the multitudes of choices that can help increase your website’s presence, one that has stood the test of time and remains as relevant as ever is search engine marketing.
Even as social media takes control of a large slice of the Web, search engines are still the marketing platform of choice for most website owners. In fact, a lot of searchers looking for access to social media still go through a search engine. Others have made search engines their default landing page for virtually anything.
Which Way to Go
Regardless of the type of website you want to promote, whether you are the website’s owner or you are an online marketing reseller, there are two ways by which you can promote a website on search engines. One is through search engine optimisation (SEO) and the other is through pay-per-click (PPC) marketing.
While SEO is the single most utilized marketing technique on the Web, it is not as easy as it seems. In fact, it is full of complexities that it can’t be carried out and maximised without the aid of online marketing experts. Sometimes, even the experts get lost in SEO’s intricate processes that they are compelled to turn to more highly skilled online marketing professionals, such as White Label Club.
The reason SEO is too difficult to handle is that it revolves around what is known as algorithms. These are a set of rules that website designers and developers as well as campaign advertisers need to follow to allow search engines to craw and index their website. The problem is that algorithms change all the time, and so search engine marketers have to constantly adjust to cope with the changes. Generally, this constant adjustment to the constantly changing algorithms to optimise a website for search engine is called SEO.
SEO services, especially local SEO services, are well-known for producing organic, long-term results, which is why many prefer it to other online marketing methods. Additionally, it’s free, so unless you hire someone to do it for you, SEO is your most cost-effective option for building a client base online.
PPC, on the other hand, is not a bad search engine marketing solution to invest in either. You might even find it a bit more convenient than SEO for a number of reasons. First, it is not based on conformance to the algorithms but rather it follows a different set of guidelines. Yes, you’ll have to pay for the service since it is Google, itself, who will promote your campaigns, but you will only be asked to pay for every click to your ad.
How PPC Works
If you search for a particular product, Google will show you two types of results. One is the usual organic results ranked according to their compliance with the algorithms and the other is a listing on the upper and right section of the first page. The latter is where your PPC campaigns could land in if you execute PPC marketing excellently.
There are two types of PPC marketing that you can use if you are promoting your website on Google. The first one is AdWords, which allows your campaigns to be included in the top listings shown on the search engine results page (SERP). The other one is AdSense, which makes your listed campaigns available in relevant sites in the form of banners and clips.
Both services are owned and provided by Google to website owners that desire quick increase in their online presence. Ranking on Google organically, after all, takes a lot of work, which is probably why they created these services either as an alternative to SEO or as a supporting tool.
Considerations When Using PPC
In SEO, as long as you follow the webmaster guidelines, your campaign will be indexed on the SERP. You just have to work a bit more on your content quality and link building to be able to hang your campaigns to the top. That’s the hard part, but at least you have a chance to be indexed.
In PPC, there’s a very little space advertisers have to compete for. And so Google also implements certain guidelines and practices that they can use as basis for their decision on who to promote in this little space. Therefore, you shouldn’t be too confident when you engage in any PPC activity on Google. Just because you are paying for the clicks you can generate through this service doesn’t mean Google will do the work for you.
Generally, the whole PPC marketing process can be just as complex as SEO. Even simply bidding for keywords takes some expertise to pull off properly. With all the problems with your business, you may not have the time to handle this new addition to your marketing strategy. You need an expert to do the work for you.
In case you are a reseller and you feel like your plate is already full or you’re not ready to take on another intricate challenge, you might want to consider hiring a white label PPC management service. Not only does that ensure satisfying results that will make your clients happy, but with such a difficult task relinquished, you will be able to do the rest of your job excellently, too.