It’s a race to the top
The Internet is filled with content. No matter what you are searching for, you are bound to find relevant results in a search engine. Statistically speaking, the top result of a search in any search gets far more clicks than any other. From these results, a user can click on a link or advertisement and be directed to the relevant web page to purchase products or services sold. So ultimately, these clicks turn into money.
When operating an online business, your main goal should not be having the most attractive website, although it’s a plus. What you should aim for is increasing the traffic to your website, generating more leads and opening a dialogue with your customers.
Google is constantly changing its algorithm and becoming progressively harder to influence. The old Google marketing strategies have been replaced by engagement. Engagement starts from the point a user is looking for products and services on the Internet via search engines. By “engaging” the user you are appealing to their specific goals that prompted the search originally. At the end of the day, you need to increase your traffic in order to boost your customer engagement, in turn generating more revenue for your company.
When it comes to boosting your website traffic, you have two basic options:
- Pay-Per-Click (PPC) advertising
- Search Engine Optimization (SEO)
Pay-per-click (PPC) campaigns have become increasingly popular over the past few years. PPC campaigns are sponsored links or ads that appear when individuals use search engines, such as Google and Yahoo.
Ads or banners are displayed on web sites or in search engine results with related content. The advertiser is charged once a user clicks on a sponsored ad or banner.
As an example of how PPC campaigns are displayed, we searched for “Binary Options Brokers” in Google.
As you can see on Google, PPC advertisements can be identified in the top 3 positions and sidebar, before the organic SEO results.
Search-Engine-Optimization (SEO) is the process of improving the visibility of a website in a search engine’s “natural” or un-paid search results. By getting higher rankings on search engines like Google, your site will appear more prominently on the search results list and your page visits will increase.
So, which approach is better? It depends on your needs and budget.
If you want to increase your traffic fast and are willing to pay for it, then PPC might be right for you. But if you're operating on a shoestring budget, it may make more sense to invest your time and money chasing high search rankings through SEO.
Although SEO traffic is free and PPC is paid, getting free traffic from search engines requires constant effort and hard work. Additionally, the low cost of SEO comes with a high competition for key words, especially in the Binary Options and FX industry.
Neither SEO nor PPC is easy without the necessary knowledge and experience. SEO is a time consuming process that requires effort. If you want to save time and money, hire an expert.
It isn't always necessary to make an "either-or" choice. To maximize your profit, we recommend using both PPC and SEO as part of your online marketing campaign. As PPC can bring you faster results, we recommend running a PPC campaign to find which keywords convert better and then trying to improve your rank for those keywords with SEO. Starting with a PPC campaign will increase your website’s visibility and credibility, naturally boosting your site’s SEO ranking as well.
It’s a race to the top of the listings, so who will get the attention of potential clients first?
Looking to run a PPC campaign or increase your SEO ranking? Get in touch with B2Binary to find out which advertising method is right for you.