Pay Per Click (PPC) vs. Search Engine Optimization (SEO)
Pay Per Click (PPC)
PPC is a form of internet advertising where advertisers pay a commission whenever one of their ads is clicked upon. In a nutshell, instead of advertisers attempting to earn visits to their websites naturally, they essentially buy their visits into your site.
Tips for a successful PPC Campaign
Relate Content with Keywords
Your content and keywords need to be focused on the same thing, what the site is about and the ad itself. If however, your website is very brand specific, you can use content that is close to the keywords without using the site’s specific keywords as this would be too generic.
Avoid too many outbound links
Too many outbound links is a red flag for your website to go under manual review. Internal links are ok, however, restrict the use of outbound and affiliate links to no more than
Always use disclaimers on your site to protect you from unwarranted claims especially on testimonials that you use on your page. Use a recommended disclaimer with the following words, “Results may vary between people.”
Avoid date-specific claims
Using specific dates and times for your claims is a sure way to get flagged and disapproved. Phrases that are recommended to use are words such as “may” or “could” instead of “will.”
Maintain a high-quality score
A good quality score is important for keeping your ads up and lowering your costs. You can create several ad campaigns with different keywords for the same website and this will improve the overall quality of the site and help you to convert clicks better.
Search Engine Optimization (SEO)
SEO is a set of rules or guidelines that bloggers can follow to optimize their websites for search engines and improve their search engine rankings. This increases the quality of their websites attracting more users and making their websites easier and faster to navigate.
The most important elements for your SEO include:
Page titles and descriptions – The first thing that search engines read is the page title and description. You can optimize your titles and descriptions by keeping the title to no more than 60 characters and the description to no more than 150 characters. Use catchy and relevant titles and descriptions to encourage users to click.
Accessibility – Search engines need to be able to access your website. You should make sure that you are not inadvertently blocking crawlers from accessing your page. Register your website with Google search console. You can then run the ‘Fetch and Render’ option to confirm that everything is working ok.
Content – High quality, relevant, interesting and engaging content is the foundation for the whole SEO process. Ensure that you craft your content along these qualities for consistency.
Internal Links – Internal links helps search engines find more pages and information from your website and enhances the user experience. Internal links help you re-create content in a more purposeful and engaging manner to reach a wider audience and leads readers to the most important pages of your website. They also help reduce a website’s bounce rate.