How To Monopolize Your Market With This SEO & PPC Strategy
Raise your hand if you’ve ever felt confused about how to spend your marketing dollars online? You know that today it is more important than ever to be found online. And most people searching never get past page one. But, when faced with the task of driving more traffic to your website, all of the options can seem confusing. When you finally decide, you’re left with this nagging question, “Am I paying too much?”
Well there’s good news: winning online does not need to be confusing. This post lays out a strategy to ensure that you maximize your ROI, on your way to monopolizing your market online. Ready? Let’s dive in!
Step 1: DEFINE YOUR OBJECTIVE
The goal of an online campaign is to get eyes on your website. In this step, you need to be more specific. Different methods (or tactics) exist for different purposes, and each carry unique cost structures. It’s like if you are buying a pair of athletic shoes. Do you want them for walking, running, tennis, basketball, or something else? Athletic shoes are specialized, and so too are today’s digital marketing options. While you can use a specialized shoe for any purpose, it is typically less effective and costlier. The same is true with online marketing.
So, for this step, be specific about your needs. Think of it in terms of “Run the Business” vs “Change the Business.”
Run the business objectives focus on establishing your website over the long term. For example, do you have a 7 figure Alexa score and wish to get more organic traffic? Or, is your site just not appearing on page one for common search terms in your industry?
Change the business objectives are targeted and immediate. Examples include: Are you launching a new website? Do you need to quickly pump up traffic because you are seeking investors or looking to sell?
Which is it in your case? Often times, the answer is that businesses need both. That brings us to step 2, identify the value of each method to best use them strategically.
Step 2: UNDERSTAND PROS AND CONS OF EACH METHOD
There are many ways to promote your website, including traditional methods such as TV and radio. This post focusses on the most common methods for marketing online.
When potential customers search online, does your website appear at the top of the results? Or, do your competitors? Organic SEO ensures that your website ranks at the top of search results, without paying for ads.
Here’s how it works: Search engines use programs called “robots” or “spiders” to crawl the web and find all websites. The crawls occur every three to six weeks. The spiders note your titles, keywords, content, etc. to learn about your site. Then, the findings are consolidated to determine how to rank sites for each search.
Experts in organic SEO make your site the most relevant for the search terms that are important to your business. Your website is enhanced with on-page content. This content is relevant to your business and the market it serves. Enhancements are also made to the meta tags. This is the part of your website only visible by the search “robots”. All this is done within the search engine guidelines to ensure your site is deemed most relevant for specific search terms.
With organic SEO, you have an advantage over your competitors because you move to the top of the search results. This is where your customers are looking.
• Places your website on page one organic listings – where 80% of online traffic is looking
• Works for all search engines – your site is visible to the entire search market
• Your site appears on page one – 24/7/365
• Less expensive than paying for ads
• Don’t pay for visitors (unlike PPC where each visit costs money)
• Your position is strengthened over time.
• No shortcuts. Organic SEO is unique for each business and requires expertise
• It takes time. Relies on each crawl to improve the site’s position
• Due diligence required to find reputable firms
Note: Here is a summary of what to look for in a reputable SEO digital marketing firm.
Characteristics of a Reputable Firm
o History of success
o No contract – continually earn your business based on performance
o Published pricing providing transparency
o MONEY BACK guarantee. Reputable firms can and do offer 100% money back guarantees if your site is not on page one after optimizations are uploaded.
Pay-Per-Click (PPC) Advertising
Major search engine providers like Google, Bing, and Yahoo. offer advertising services.
Here’s how it works: Businesses bid on keywords. When those keywords appear in a search term, the highest bidder’s ad appears on page one. The advertiser is charged every time a visitor clicks on the ad. This is why it’s commonly referred to as pay-per-click. Advertisers set a daily budget to manage the spend. Once the budget is reached for the day, the ad no longer appears.
• Effective way to drive traffic quickly
• Opportunity to get on page one in competitive industries
• Ad only appears on the search engine where purchased
• Ad disappears once the spend limit is reached
• Most of the page one traffic skips past the ad
• You pay for each visitor, even if they immediately back out of your site
Step 3: YOUR ONLINE MARKETING STRATEGY
Now that you know the pros and cons of organic SEO and PPC, use this strategy to maximize ROI and monopolize your market online. The best strategy is to establish a balanced approach.
First, use Organic SEO to establish a solid online presence. This is the foundational element critical to running your business. It is also the most cost effective way to be found online over time.
Not establishing solid organic placement drives business to your competitors – here’s why. Let’s say you are running ads that don’t result in immediate “clicks” or visits to your site. These ads could be mailers, a radio ad, a sign, etc. When they are ready to purchase, most people may remember your ad, but may not recall the exact name of the business or the site address. This will prompt them to … that’s right … search online. If you do not appear in the results, your competitors will. Now, because you don’t have organic SEO, your ads drove business to your competitors! Page one presence is key to garner your share of all traffic seeking your product or service online.
Next, use PPC for acceleration and quick results. Although not the most cost effective, PPC does produce traffic quickly. Once launched, ads ensure you appear on page one for the terms you purchased at the allotted budget. Because of its cost and limitations, PPC is best used in limited spurts, for “changing the business.” (e.g. to launch a new site, get more visibility during seasonal trends, etc.) Before engaging in an online ad campaign, please refer to, FOUR THINGS EVERYONE SHOULD KNOW BEFORE PAYING FOR PPC.
Step 4: STICK TO THE STRATEGY TO MAXIMIZE YOUR ROI
Once you are running a successful ad campaign, some may find it difficult to back off of PPC. But, once your SEO takes hold, you will begin to monopolize your market share of visitors online. At this point, you can back off of your ad spend.
Case Study: Recently we conducted this competitive online performance analysis for one of our prospects.
How to read this table:
We analyzed THREE key factors that determine a website’s page one placement. Then, we compared our prospect to key competitors. The three factors we looked at were “Code”, “Content”, and “Backlinks”. Pay per click ad budgets were noted and normalized under the “Paid Ads” column. The column titled “Results” contains the estimated monthly organic traffic for each website. The results were ranked from best to worse.
Notice that the stronger competitors spend much less on ads, and drive almost 10X more traffic, as compared to the prospective client. Also note that the worse performing competitors spend more on ads, yet drive much less traffic. We see this trend play out consistently across the industry.
Competitor 1 and 2 sites are properly using the strategy outlined above, so they generate more traffic at much lower spend.
Winning online is easy once you know the PROs and CONS of the major digital marketing approaches. Put in place a balanced strategy. Use Organic SEO to establish your site’s presence on page one over the long term, and use PPC in spurts. This approach provides you with a distinct competitive advantage online.
Remember this fundamental truth revealed in the case study above. The better a website performs ORGANICALLY, the less it relies on ads for traffic.
Use this balanced strategy to ensure that you maximize your ROI and monopolize your market online.
To continue the conversation …
- Please share your thoughts on this topic.
- For your FREE competitive analysis to see how your site compares to your competition, please contact PageOneGuru.com.