Most people will recognize that internet marketing can be a tricky business. It takes an analytical head to be able to sift through the date to make the smart decisions around your online marketing activities.
Search Engine Marketing (SEM) requires a fine balance between Search Engine Optimization(SEO) and paid advertising.
Lean too far in one direction and you will almost certainly miss out on being able to help “read to spend” customers from interacting with your website.
In this post we will take a look at just how you can find the right balance between your SEO & paid content.
Balancing Free Content & Paid Content
Having a balance of free and paid content will work well in your favour. This will not only provide you with a long term, stable amount of organic users but the paid content will also give you a short term boost.
Do you rely on paid advertising all the time? How much more organic users could you attract if your free content was balanced out?
Of course, I am sure you can understand that your sites SEO success doesn’t happen overnight. As it is a long term objective, it takes time for the results to push through in search engine results. On the other hand, paid content is valuable for achieving an immediate increase in users but it is important to understand these searchers will differ from those of their organic counterparts.
Are you using any paid advertising for your business? Are you using PPC or PPI?
If you are on the other side of the spectrum and you’re focusing mainly on organic ranking and using a bar minimum contribution of paid advertising. You would be losing plenty of users that would have clicked onto your site.
So as you can imagine, having a balance of free and paid content is beneficial.
Free & Paid Content Promotion
Free promotion can include:
- Using organic social media profiles such as Facebook, Twitter, Google+ etc
- Outreaching to key influencers and sharing your content
- Outreaching to bloggers
- Using online communities like forums
SEO is a long term investment for any website. When correctly optimised your website will have greater exposure to key phrases and as a result there will be an increase in targeted visitors over time.
Paid promotion is usually in the form, of Pay Per Click (PPC) or Pay Per Impression (PPI).
- Targeting a direct audient with plenty of features
- Effect and Influence Rankings
- Social Media Target Advertising – demographics, location, age etc
- Immediate Results
- More Control
Paid content is a powerful method with delivers short term results. By delivering high quality traffic to your website. But like all paid services, once you stop paying for these, you will no longer see results.
As an example, if your site has transport services in numerous areas and your services in Sydney is ranking better than in Melbourne, then you can use this method to increase your presence in this area. This will provide you with more users to the locations that don’t rank as well as the other.
No content promotion in theory is free but in SEO time is money and getting content in front of the right audient can time researching the best strategy.
To make sure you optimise your website potential, then having a good foundation of SEO incorporated is key. As SEO is a long term factor to success then it is important that this is taken into consideration.
Depending on the user, he/she may search for the same service differently from one another. So with using a combination of free and paid content, you can be sure that your content will be seen.
This can be achieved by using services such as social media profiles, outreaching, PPC and/or PPI.
As mentioned, paid content is short term but is very beneficial which will give you instant results. But, by having a good balance of users from an organic search can save you on your advertising costs.
Have you got a balance between you free and paid content? Or can Voova Digital give you any help or advice? As this mix will really help your business.