Looking Beyond PPC

There are number of webmasters even today are not really convinced about the importance of SEO for their website. They consider it as waste of money because no SEO company offers them any guarantee what so ever. So these cautious website owners who would not like to take any risk settle for PPC campaigns.

If we take a closer look at this approach, we will understand that website owners are just cheating themselves by limiting their online marketing efforts to PPC. Though pay-per-click campaigns can bring traffic to your website, it does not guarantee targeted visitors who can be converted into potential customers. For example if your service is limited to a particular geographic territory then there is no point is spending money on marketing your product outside that territory. In certain instances that is what happens with PPC campaigns. Sometimes visitors from the other regions click on your PPC ads and each time they click your ad, it adds on to your loss-book. Secondly, when you are limiting your efforts only to PPC campaigns then you will be spending perpetually on the advertising campaigns and this will start eating your profit margins. If you stop your campaigns then you will stop getting visitors to your website and hence reduced business.

On the other hand if you are going to look beyond PPC then you are certain to increase your overall ROI. Initially, you optimize your website using the latest SEO strategies and start maintaining the site. Only during the initial stage, you will need to put in some extra efforts to optimize your site and SEO maintenance takes very little of your time. This will ensure a steady traffic to your website with or without your PPC campaigns. However, you need not avoid your PPC campaigns totally; it can be considered as one of your marketing efforts. You may choose to reinforce your efforts during certain times of the year when you think the site’s traffic is likely to reduce. Once you optimize your site then you will start getting free traffic to your website. While PPC gets quick traffic to your website, organic traffic is what will be more beneficial on the long run. By balancing between both SEO and PPC you can certainly drive some reasonable traffic to your website. As the age of your site increases the organic traffic should increase and you must start reducing your PPC spending. Consultation with an SEO expert will certainly throw some light on the issue. Moreover, you may try to use PPC for keywords that are highly competitive and use organic SEO for less competitive keywords. This will be a better strategy than completely relying on PPC campaigns even for less competitive keywords. Such an approach will drain your marketing finances unnecessarily which could be used for something much more useful.

Therefore, SEO is not merely about adding tags and building links. It should fit well with your entire business model and be supported by sound business strategies and only then, you can have a highly cost-effective and successful business model.

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