Written by: Leonard Parker | Damage Restoration PPC | 09th October
When it comes to the damage restoration industry, it is important for players to keep up with the times and adapt to new technologies and methods if they want to remain on top and convince consumers to use their services. As such, digital marketing is a big part of the effort to keep customers engaged and continuously attract new leads. SEO and PPC are two of the most widely implemented and most effective methods to increase organic traffic and improve your click rate. But, when should you use SEO and PPC?
SEO stands for search engine optimization and has become something of a given in the digital marketing world. PPC, on the other hand, stands for pay-per-click and is a paid form of digital marketing. SEO does not cost you directly like PPC does, as you will put in all the effort yourself by identifying search keywords and accordingly formulating your site content to rank higher in Google search results and get more clicks. With a pay-per-click advertisement, you are essentially creating an ad and then asking the search engine, or any social media sites such as Facebook, to publish it for you. When running a relevant search, your PPC ad will appear above organic search engine optimized results.
While it is good practice to use SEO in general, regardless of your business or situation, it is the best option for you if you are looking for certain results or are limited by certain circumstances. For example, if you are unable to allocate resources for PPC ads in your budget, then you will have to opt for SEO as it is less expensive and will help you drive traffic to your site organically. It is also ideal if you are looking for a solution that will take time to build but will ultimately reap great rewards. The more you practice SEO, the better you will get at predicting your market and targeting your customers effectively. Once you achieve a good ranking, such as in the top 10 Google search results, you will just need to make small, regular changes based on the evolving scope and requirements of your consumer base to hold your position and continue to get exposure and achieve consistent results. Another way SEO is highly beneficial is if you want to gain some credibility for your website and its content or build good domain authority. Consistently high ranking, a high number of clicks, and increased organic traffic and exposure will help you establish your reputation in the long run.
PPC ads are more suited for businesses that are looking for immediate results. You do not need to practice or invest a lot of time in building up to a result. You can simply create an ad, purchase a spot from a publisher, and have it up and running in no time for people to see and click on. PPC is great for seasonal promotions, running a special offer, launching a new service, or conducting an event. It is also recommended you use PPC if you are looking to target a very specific part of your audience.
There is no rule stating that you cannot use both SEO and PPC simultaneously to support your digital marketing efforts. These are not mutually exclusive or clashing strategies. In fact, it has been shown that they actually serve to support each other in the form of increased clicks, more visitors, and a greater return on investment in the long run. The ideal situation would be to invest your time, staff, and resources in both strategies and use your personal experience to determine what suits your damage restoration company best.