It’s important for brands to have a strong online presence and appear in relevant search results. An effective online marketing strategy combines both search engine optimization (SEO) and search engine marketing (SEM), also known as pay-per-click (PPC.) The right marketing strategy can help get your message in front of your desired audience to increase brand awareness and generate leads.
Search Engine Optimization
A company with a solid SEO strategy focuses on building a digital presence over time, in order to rank high in organic search results. Content marketing and social media are two methods for gaining organic traffic. This approach is similar to creating a complete puzzle, piece by piece.
By investing in developing high-quality website content and building industry resources, every dollar you spend contributes to your company’s online presence and reputation. This strategy creates long-term benefits for your brand. SEO is considered more affordable than PPC campaigns. According to SEOmoz, “Spend on SEO is 1/8th of PPC.”
While SEO has many positive benefits, it’s important to keep in mind that this strategy requires a longer-term commitment. Earning high rankings and web traffic organically will not occur overnight.
Search Engine Marketing
Marketers who employ a SEM strategy purchase the sponsored ads that appear on relevant search engine results pages. In return, search engines charge a small fee for each click an ad receives.
This strategy can lead to a more immediate ROI. Paid campaigns are effective for building brand awareness during a new product or company launch. It is easier for agencies and businesses to track the value of PPC campaigns. Compared to SEO, pay-per-click campaigns require greater data analysis skills and more consistent management in the short-run.
Clarity Quest believes in the power of SEO and SEM together. Our marketing experts help healthcare, technology, and biotech companies develop successful online marketing programs.
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