SEO is a long-term process. But that’s a good thing – by building up your authority over time with a well thought-out campaign that is properly strategized, you’re more likely to gain a mutual respect, not only with search engines, but with your user base.
Think of organic SEO like a garden. If you take time to tend to it, care for it properly and mix it up every season, you’ll soon have cultivated something attractive and special that reflects your personality. Starting from scratch with your website and online marketing campaign and watching it grow over time is not only satisfying, it serves a very important purpose. It’s designed to help establish your presence and define your online voice.
Search engine optimisation typically takes a minimum of three months before it takes hold and you start to notice organic rankings. Like a garden though, you should make changes to your website every once in a while to freshen things up and keep those looking at it interested. This means writing new on-page content every so often, amending your keywords and Metas to incorporate ever-changing user behaviour, tweaking the aesthetics so people can discover new things about your company and so on.
But as it takes time for an organic SEO campaign to start seeing some serious results you may become impatient. You may lapse and forget to improve small areas of your site in favour of concentrating on other areas of your company. Surely there’s a way to get noticed more quickly in the SERPs?
Pay Per Click (PPC) is such a method, and will help bridge the gap in those initial three months before you start to see some serious rankings. The main benefit of incorporating a PPC campaign into your SEO campaign is that you’ll appear at the top of Google searches – provided you have the money. If you have a serious outlay for PPC your website can appear at the top of Google - as a sponsored link – whenever certain phrases or keywords are entered, even if your website has no previous history or authority.
But PPC shouldn’t be regarded as a long-term SEO strategy. It should always be a short-term tactic to help increase traffic in a short space of time for certain searched terms. Where anybody can create an organic SEO plan by affording it time, patience and creativity, PPC can be seen as somewhat more exclusive and exercised by those with money to pour into their campaign.
People bid on certain keywords related to their website – the price varying on whatever keyword you’d like to bid for and how competitive the market is. Though your website will show up in sponsored links whenever a certain keyword is entered, you must also be aware of something called a click-through rate.
Excellent, your website has appeared at the top of somebody’s search. They’ve clicked onto your link, had a look at what you have to offer, but decide your services aren’t really for them and leave. That ‘click’ is added to your click-through bill. This essentially means that whatever the bid is for that keyword comes out of your wallet with each and every click. Is your company big enough to handle a large amount of click-throughs for a certain term? If the answer is yes then you’re essentially putting yourself in the shop window as soon as possible, while allowing your organic site to grow as time progresses.
The arguments between PPC and SEO have been apparent for a while. Many view PPC as a leg up and a way to kick start their online campaign almost instantaneously whilst others insist the only way to be truly ethical is to employ only organic measures and build authority over time.
That’s the beauty of search engine optimisation. There are many different ways to employ it, and finding out which methods work best for your company are all part of the campaign!
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