Is SEO or PPC even the right question?
Or should it be Google or Facebook? Neither is the right question. The right question is where are your clients and what motivates them to buy. This has little to do with the medium and everything to do with your business. Really – is online marketing suitable at all?
Since I set standards for SEO when I chaired the IAB (Interactive Advertising Bureau) Search Council (twice – once for the UK and secondly for Europe) I am often asked to advise of the SEO effectiveness of a website or asked about how to improve a Pay Per Click campaign.
As I have worked on thousands of campaigns over the years I can usually tell at a glance if the SEO is up to scratch, similarly with PPC. I am an expert in every sense in social media as well as Google.
The reality is that tuning SEO or PPC can make a huge difference for those who are already at the cutting edge – who already get a lot of business online – as they already know this is where the clients are – and they like to buy online – for everyone else we still need to establish what your clients really want.
Take a step back from SEO & PPC
I realise I may be putting you off search and some may click away in horror because I am not providing the service that is being asked of me.
Yet I have learned the hard truth to this many times over the years. I have been paid to optimise or to tune many a pay per click campaign – according to the clients wishes only to discover that the business that I have optimised cannot or will not make more sales as a result of being at the top of search.
So please, take a step back as there is preparation work to be done first and over the years I have devised a program that can get you there. It focuses on putting you at the heart of your clients world, to positioning you on the shoulders of giants and to ensuring that people in your market know you are the person to do business with. There is more to it, and you can read more about that here. Yet in essence that is the core of it, only then you might be ready to use search marketing.
What SEO really is.
Most people think that Search Engine Optimisation is all about adjusting meta tags and inserting keyword orientated content, that will help. However to be really on message you need to communicate with real clients not just search engines and in this you need to be both optimised and authentic.
It’s a tricky balance, yet it can be easily navigated and it can lead to a series of great benefits. The main benefit is to the benefit of your brand and to building your reputation. To get this right you need to follow a plan. I have outlined a simple, easy to follow plan you can follow here.
What PPC really is.
Pay per click is about the amplification of a campaign that already works. Not only that, it provides the ability to deliver on the changing nature of a sales campaign in minutes, at scale and to test and measure continuously, it is covered under a subject that I prefer to describe as Iterative Innovation TM.
Iterative Innovation TM is about testing, success and failure. You might find it odd to see failure from me, yet without failure we would have nothing to benchmark against and my idea of failure is when one test gets 5.2% compared to the another getting 4.5%, the first being the success, the second being the failure, but then is it? Is 4.5% in the specific circumstances the best we can get?
This relentless pursuit of success has led many of my clients to get great results. I even have a video of one client – who if you listen carefully, is casual and relaxed about admitting 500% Return On Investment (ROI), yet finds 1000% ROI a little too much and in the video explains why. Yet if you are in business, 1000% ROI and more really is the holy grail.