subject: Seo Tips For Small Business-kansas City Marketing Consultant #4 [print this page] A Kansas City marketing consultant shared information in the previous three articles about:
1. What Search Engine Optimization or SEO is
2. Why it is scary to market online
3. Why local small businesses need SEO
This article will continue in the same vein on PPC or pay per click advertising, the pitfalls and why it should be combined with SEO.
Pay Per Click campaigns can quickly increase visibility and awareness of your business when your business name instantly appears in the sponsored links or paid advertising area of the search engine results pages and many companies spend most of their marketing budgets on this form of online advertising.
PPC can easily be measured as well BUT without SEO (search engine optimization) it can be very expensive. The search engines have special algorithms that look at the relevance of the page you send visitors to from your ad, as well as your bid price.
If this page is not relevant to your ad, you will pay a much higher price. A number 1 spot advertiser may end up paying more than a number 4 or 5 spot advertiser simply because of the relevance score.
You also have to keep in mind that studies have shown that the click through rate for PPC advertising campaigns is actually less than 1%!
You want to make sure that you get the most out of every advertising dollar you spend and it is therefore recommended that you do thorough market and keyword research for search engine optimization before you start any PPC campaign for your local small business.
Combining SEO and PPC is a great way of generating lots of new customers but doing SEO first will ensure that the page you send potential clients to, is relevant to the PPC ad as well as to the term searched for.
Having a well planned and researched SEO campaign in place before starting your PPC campaign can and will save you a lot of money. It is also advised that you do not rely too heavily on your PPC campaign but that you rather spread the net wide on the Internet by using several marketing methods and not just the fastest and easiest one available.
Most of the other online marketing methods take a bit longer to come to full effect but it is certainly worth the wait and compared to a PPC campaign that disappears as soon as you stop paying, the other methods like articles will stay visible day in and day out for years to come.
This is the fourth and final article in a short series by a marketing consultant based in Kansas City about PPC, search engine optimization and why local small businesses need it.
