There are two types of digital marketing methods that companies like The Search Assembly employ. They are Search Engine Optimisation and Pay-Per-Click services. Each of these methods has its advantages and disadvantages, meaning they are useful to different people according to their needs.
This article explains what each of these methods do, how they work, and their advantages and disadvantages—allowing clients to know which service they need when getting into contact with companies like The Search Assembly.
Search Engine Optimisation:
Search Engine Optimisation (SEO) increases the traffic to the client’s website through organic search engine rankings and visibility. It improves the click-through rate of the website as people are more likely to click the website’s link if they view it as a trusted source. The reason the click-through rates increase is simple. When people see a search result page on Google, they are more inclined to click the higher ranking links; the number 1 website on a search gets ten times more clicks as compared to the 10th link. And merely increasing the website’s ranking by one can boost the click-through rate by 30%. The purpose of SEO services is to increase the client’s ranking in the Search Engine Result Page (SERP), increasing visibility and accessibility to the right users.
An SEO agency provides many services to help boost a website’s organic search presence. The services they provide include content audit and analysis, off-page analysis, and optimisation, including a backlink profile and brand citations. They monitor the page speed and load time. They also maintain the page content for the correct quality and length. With over 200 factors affecting a website’s ranking, it is crucial to improve the website for a better presence in the digital market, and SEO agencies will help in that regard. SEO services tend to work better in the long run, improving the website’s ranking over a long period, unlike pay-per-click services.
Pay-Per-Click (PPC) services work differently from an SEO service. Whenever someone clicks an advertisement for the client’s website on any search engine, they have to pay them a certain amount. This amount can significantly vary depending on how common the specific keyword might be. This method is much more direct and quick in getting users when compared to SEO. They can help the client manage their ads on search engines and set up a custom landing page for users who visit from clicking the ads.
PPC agencies are useful as with their experience in managing the various PPC services. They will know the best way to create a hyper-targeted and cost-effective search campaign that will generate traffic using PPC services. PPC services, unlike SEO services, are much better at providing a short-term boost in the number of viewers to your website. It is much faster than other services, and this can be valuable when one has various competitors in their industry, attracting more users to become loyal customers to the company becomes the primary goal.
As we can see, there are various advantages to using both SEO services and PPC services. However, the best strategy for marketing does not involve just one of these; the combination of both services is what can be considered the most efficient method. PPC services complement SEO services very well. It provides the website with more viewers in the early run and improves the overall ranking of the website, which in turn will make it easier to implement SEO-related strategies. Services provided by such providers make it easier for the two sides to communicate; client and user. It improves the overall marketing of the company and hence, profits too.