Human beings love to answer and The it-engaged people seem to take their defense opinions to a whole new level. Those conflicts are often very beneficial to the consumer. But sometimes it is more complicated to choose the best option than simply one hand.
We received an inquiry last week from an owner of e-commerce business, who had been in the market for 2 years. We issued a call to her after sending our Free Quote to find out what she thinks about our offer. We couldn’t help during the phone call but felt she was very suspicious about the SEO. As it turned out, the latter was her first attempt at organic methods, which she agreed to try as a result of recommendation from her buddy.
There was a reason for her reluctance toward Search Engine Optimization. Since we have learnt, she has heavily invested in a PPC campaign run by a local agency for the past two years. They informed her that SEO is a really unsure method of promoting her company, and that AdWords will also do better.And there was a good reason why they needed this lack of trust of organic methods planted in the minds of customers. Simply put, they really don’t have SEO specialists at home, so they wanted to set up some kind of insurance scheme to discourage their people from leaving elsewhere for this service.
This example is pretty much an overview of what has been jumping on within the e-marketing world over the last few years. Unfortunately, it does nothing but add to a endless list of cultures and conflicts among both two groups behind competitive IT products – like Apple vs. Microsoft, Xbox vs. Playstation, and so on.Somebody can argue that these holy wars do have some good outcomes – it is one of the most established rules of the free market that competition has a huge effect on quality and price and benefits customers a huge amount.
Even so, in our case, the same merits do not appear to apply. But to recognize why, let’s just have a quick compilation of both service providers.
SEO ( Search Engine Optimization )
Search Engine Optimization is now mainly focuses only on the source code of a website. Back in the early days, it was far more important to make sure which your business came up in search results exactly as you wanted, rather than worry about competition. Mostly because there wasn’t anything like people.The pioneers of online marketing had the undebatable advantage being the only ones at that stage, so getting all the lights on them was not a big issue.
Fast forward a couple of months ahead, and now all of a sudden, everyone’s online. No matter what kind of product or service your business offers to the public, if you don’t have an online presence, you have very little chance of success. That’s because most of the people these days are searching for what they might be after using Google rather than yellow pages.
As a result, SEO has evolved into a far more complex procedure, cover a wide number of steps which need to be completed in order to successfully obtain one of search results mostly on page. Due to the constantly changing policies of the search engine to regard to what is allowed as a promotional technique, a line has been drawn between White Hat and Black Hat SEO, the latter involving forbidden methods. by Google.
Unfortunately, in this high ranking race, some people seem to have forgotten the most important factor in e-commerce: the customer’s user experience. Some agencies convince their clients to dedicate massive budgets to campaigns which do not always use them as the expected return – even though it might seems like occupying high positions in the results listings is a strong reason for just a successful business.
But it isn’t. Much like attracting hundreds of neighbors to an open house with promises of free cookies does not guarantee a better offer. Those blind campaigns, focused solely on search engines, gave SEO some bad press and pushed Google to respond by taking some serious action: not providing search keywords in http examples.
A successful Seo strategy requires both studies: the website and the online community around it. It is only through comparing these two factors how you can expect to achieve the ultimate goal, which is really a continuous spike in your business performance, not just in search history.
PPC ( Pay-Per-Click Advertising )
Google introduced AdWords three years after the launch of the search engine as company’s main source of revenue. AdWords Principal shows customer ads around the natural search results for a given set of keywords. This provides user a quick and easy way to appear online with a new website or brand name, but it comes at the cost.Every time a user clicks on your link, you are charged a certain amount of money – hence the PPC (Pay Per Click) abbreviation.
This comfort of appearing only at top of the search results simply by being able to pay more than the others quickly became a concern for Google. For most users of their search engine, the position of the website is strongly connected to its quality and popularity, trying to make it much too simple for certain types of pages to attract the attention of the massesTalk about fraudsters, spammers, low-quality landing pages and all kinds of content that profited from being legitimized by high search results.
Fortunately, Google has handled the situation quite well, and a few years after the launch of AdWords, some preventive measures have been introduced. They turned out to be quite revolutionary for the whole PPC market: to cut a long story short, they dethroned rates as the only dominant factors for ad positions.Instead, more attention was paid to the quality of both the advertised websites and the ads themselves. Components such as landing page status, historic click through rate and promotional text relevance (to keywords) came into play in the form of Quality Score. The higher the QS value of your campaign, the lower the asking prices for page one immersion.
Changes introduced by Google, along with some policy changes, had a big effect on PPC campaigns. By promoting innovation and original, high-quality content, they opened a window of opportunity for smaller advertisers and more ambitious agencies. Other, dishonest companies have decided to hide it from their customers, putting the blame for rising rates on growing competition.
When two worlds are colliding
Recent developments in search engine algorithms and search engine optimization techniques tend to reward campaigns using both SEO and PPC. A good example of this theory is the handling of non-provided keyword issues. What started out as two very different approaches to e-commerce marketing are now two techniques with many similarities, sharing many of their characteristics.
The direct result of this marriage is the increasing importance of the quality and originality of content on the websites of customers. This affects both the conversion ratios and the ROIs of your customers. It just makes browsing the World Wide Web a better experience for all of us.
My final recommendation would always be to consider joint campaigns, consisting of both SEO and PPC. This provides the SEO agency a wider choice of tools and, as a result, often reduces the cost of these two promotions than if they were run separately. I would also recommend that you be wary of anyone trying to discourage you from any of them.
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