Search engine marketing is an umbrella term that encompasses several different strategies. Ultimately, every strategy that is part of search engine marketing strives to improve your business’s visibility in Google search results, but not all of them work in exactly the same way.
Before investing in search marketing services for your business, it’s important to understand what kind of services you should choose and what each means for your business. Chances are you want to use a combination of approaches to increase your visibility, but it’s also perfectly acceptable to focus on one strategy if that’s the one that best suits your needs.
Here are the top three ways search engine marketing is approached by agencies:
Pay-per-click or PPC marketing is paying for advertisements on Google or other platforms. However, it is more profitable than many other types of advertising because, as the name suggests, you only have to pay an amount proportional to the number of people who clicked on your ad. In theory, this means that while you will pay more if more people visit your website, you should also have made more sales so that the extra cost balances out.
PPC is ideal for businesses that want faster results in search marketing because paying for an ad guarantees that your website will be at the top of search results in the ad space. However, this can end up costing more than other search engine marketing approaches in the long run.
Search Engine Optimization (SEO)
For businesses that are happy to play the long game, search engine optimization or SEO can deliver incredible results. Where PPC Is Focused On Paid Clicks, SEO Is All About organic traffic, which will help your website rank higher in the main section of search results. It is determined by a combination of factors, such as the content of the page, the technical specifications of your website, and the number of high-quality backlinks you have.
Because SEO is organic, implementing a strategy takes time, so you may only see results after several months. And, the more SEO you do, the stronger and more authoritative your website will become. SEO strategies generally cost less than PPC and will produce more widespread results, but you need to be patient.
A subsection of organic SEO, local SEO is specifically for businesses that operate in a defined geographic location. The strategy helps them rank higher when users search for services nearby or in a specific location. By leveraging local SEO, businesses can be featured on Google Maps or appear in a box at the top of search results.
Sometimes local keywords are less competitive than keywords searched nationwide or even overseas, which can give small businesses a better chance of being found by their targeted audience. However, some large companies that operate in many locations may use local SEO for all of these areas to be more visible.