If You Build It, They (Won’t Necessarily) Come
Generating website traffic is not easy for any business. Despite what you are led to believe by the occasional success story or your favorite YouTube content creator, it is unlikely people will simply stumble upon your business online.
The internet is far too vast for that to happen, and there are so many brands and businesses competing for attention that if you leave it up to luck, you will soon be wishing you hadn’t.
This is not Field of Dreams, just because you built it, does not mean they are going to come.
So if that is the case, how do you drive people to your website and get noticed in the sea of businesses and brands trying to accomplish the same? The short answer is Search Engine Optimization (SEO) and Pay Per Click Ads (PPC).
With SEO being the more well-known term of the two, but with both still having plenty of misconceptions around them.
Hopefully, this article can clear some of the confusion and help you increase lead generation and drive sales to your business.
Everything Starts With The Search Engine
Just as with any new practice, Search Engine Optimization or Pay Per Click can be a bit intimidating at first and can seem expensive at first as well, but if given time and if best practices are followed, SEO and PPC campaigns will more than pay for themselves.
According to Search Engine People 93% of all web experiences start with a search engine, whether that be Google, Bing, Yahoo, or others. To further understand that statistic, Google alone processes about 3.5 billion searches per day as reported by Internet Live Stats. This reliance on search engines for a vast majority of web experiences has led to 61% of all marketers reporting SEO and PPC to be their highest requested services according to HubSpot.
So What Is The Difference Between SEO and PPC?
Search Engine Optimization (SEO) is all about your business.
The content on your website, and following the best-practices managing your content in order to show search engines that your website is an industry authority with valuable information. Proving to the Search Engines that your content is worth showing to their Search Customers.
The higher your website is on Search Engine Results Pages (SERPs) leads to increased brand authority and a much higher click-through rate (CTR).
This leads to increased traffic, increased leads, increased sales, and a better Return on Investment (ROI) for your business. Being one of the top three to five organic (non-paid/ad) results of a search makes your Brand appear as an authority in your industry.
This will entice other industry websites to want to link to you, creating a win-win scenario by helping those sites to climb in the rankings while also solidifying your high authority position.