Written By: Henry Heredia

The days of physically searching through a printed directory listings book are long gone. Marketing and advertising have shifted into the digital realm, and consumers now use their computers or mobile devices to locate the products and services they need. Businesses small and large are already competing for the top spots in this search engine propelled, keyword competitive arena. Are you getting left behind?

Innovation in technology has changed the marketing and advertising world. What was once only available through print, TV or radio, is now readily accessible to everyone with local and, potentially, global reach. Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising are two critical components of Search Engine Marketing (SEM) that can yield great results if properly employed in conjunction to one another.

What is SEO?

There are three places where a business can appear on a Search Engine Results Page (SERP): the Sponsored section, the Maps section, and the Organic Results section. Coming up within the organic search results requires SEO efforts and gives businesses a more trustworthy and respectable online appearance.

What is SEO, you ask? Search Engine Optimization is basically making changes in certain places that are on and off of your website to enhance your brand’s online presence. Keyword specific blogs for your website, healthy backlinks on relevant sites, and properly optimized image tags are just a few of the white-hat tactics employed by OMG National’s elite SEO team.

When done correctly, these practices can help your business consistently appear among the first few results when a potential client uses a search engine to find a related product or service. Search Engine Optimization requires consistently publishing relevant high-quality content, updating content regularly, and understanding the Schema markup to structure your website’s data for search engines. Although SEO has been proven effective in the long run, this is a resource intensive process and measuring Return On Investment (ROI) takes time.

As discussed in our 2016 year end blog, 2017 has seen Google update the way local search results display. The algorithm is now based primarily on relevance, distance, and prominence to give users the best, most accurate results possible. Google is also now penalizing non-mobile friendly websites, as well as sites with slow loading times. All these factors may influence the way businesses display within SERPs, and can change with the roll out of Google’s next update.

What is PPC?

SEO is part of a balanced, effective digital marketing “diet”, but producing results takes time. Overall, SEO is highly beneficial, but with Pay-Per-Click (PPC) you can attain measurable results from the start. PPC gives businesses the opportunity to immediately compete within the first results in a SERP by bidding on specific keywords searched by users.

Google Adwords is the most powerful PPC advertising resource online, but not the only one. Bing, Facebook, and even Pinterest have integrated Pay-Per-Click marketing capabilities. These platforms offer sponsored positioning on Maps, Call-to-Click campaigns, and other paid marketing extensions to give companies the power to target specific locations, times, device types, and much more.

There also exist a variety of ways to distribute your advertising content. You can display your products via shopping ads, run text-based ads in search engines and email browsers, banner advertisements on relevant sites, follow users that previously visited your site throughout the internet with re-marketing ads, video ads on video streaming websites, and social media ads. Depending on your goals, one or more of these resources can improve traffic and generate sales for any website.

Think about it. When you see a sponsored search result, then the same website coming up within the organic results, it’s only natural to gravitate towards the company that’s showing up in both areas. Consumers catch on quick, and understanding how SEO and PPC complement each other is important to keeping a business in the minds of their customers.

As for social media’s role in all of this, social networking sites are now being used to locate, research, and review products and services more than ever. This is another venue for businesses to distribute content, drive traffic towards a website, generate engagement, and grow your audience. Paid social has also integrated many innovative marketing extensions like shopping capabilities, highly targeted sponsored ads, video ads, remarketing, and more.

Final Thoughts

SEO is a great way to ensure your website remains relevant for search engines, while PPC gives businesses the power to generate leads almost immediately. Separately, SEO and PPC are great resources in your digital marketing arsenal, but when combined these tactics can build off of one another to deliver superior results.

Only time will tell how far internet marketing will go. Wearable technology, Bluetooth and wireless integration into household appliances, and many other innovations give marketers much to ponder as far as what the future holds.

Here at OMG National, we’re constantly researching, testing, and employing the latest strategies to enhance the brands of our customers. Call now and let us recommend the best marketing strategies for your business, 800-789-4619 or find out more at https://omgnational.com/contact.

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