local Internet marketing
Balancing PPC and Organic Ranking Strategies

Consider these numbers: almost 75% of American marketers planned to increase their spending on AdWords this year, and about 72% of marketers plan to spend more money on pay-per-click campaigns next year. Yet 70% of the search engine links clicked by users are organic, not paid. So which is more important when it comes to marketing your business and generating leads: PPC advertising, or organic search engine optimization?

The answer, really, is that it depends on your business, though both increase the visibility of your links in search engine results. In PPC advertising, you pay to have Google display your link when searchers type in certain keywords. Your website shows up at the top or side of the page, but is marked as paid. Organic SEO, on the other hand, improves your website’s ranking in the unpaid results. The higher your ranking, the more likely it is that users will visit your site.

PPC advertising can offer a high return on investment based on a number of factors, including which keywords you want to lead to your ads and how popular those keywords are. PPC works, which is why so many Internet marketing companies focus on it. But only about 65% of marketers expressed optimism about using PPC strategies in 2014 — likely since 70 to 80% of searchers ignore paid ads. Deciding how effective PPC will be for your business requires quite a bit of specialized knowledge, so it’s best to consider PPC campaign management services if you want to go that route. It’s even better to find a local Internet marketing company who understands your business and competition.

Organic SEO relies on other factors, one of the most important being quality content. One of the best ways to improve rankings is to host a blog on your company’s website. Websites including a blog have 434% more indexed pages than those without, and more indexed pages means more opportunities for leads. Blog content is typically crawled and indexed much more quickly than static pages as well, meaning a blog page is likely to get your product or service discovered more quickly than a product page would. Blogging also allows you to connect with your audience, especially if you’re interested in local Internet marketing or building a specific following. Traffic is important, but qualified traffic is what brings in leads.

The importance of quality doesn’t stop there. Even among PPC marketers, a full 85% planned to place more emphasis on conversion rate optimization—basically, designing a website that keeps visitors interested, reducing bounce rate and eventually generating more leads—in their 2014 campaigns.

It’s important to balance PPC/AdWords spending with quality content that optimizes organic SEO, but this formula will be different for every niche and individual business. This is just one of the many reasons it’s important to find a local internet marketing company; any SEO company can put together a PPC campaign, but only one who understands your business can create an integrated strategy to get you the best return on investment.

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