9 Benefits of PPC for Small Business

Small businesses don’t prefer to invest in marketing and thrive to enhance their visibility. The main challenge for the small business owners is to establish the business among the big brands and major labels. Hence, they try to implement various strategies to make their brand distinguishable. Out of the numerous processes, PPC or Pay Per Click offers an unprecedented advantage which helps access the online marketing with extreme ease. Before moving forward to the advantages it offers, let’s understand, the importance of PPC.

What is PPC?

Pay Per Click is the finest marketing strategy in which the advertisers need to pay a particular amount of fees to the host every time a visitor clicks on the advertisement. It is very easy to access, which makes it highly popular. In simple words, it lets you display an advertisement in exchange for fees, which is decided on how many people visit it.

There are numerous advantages to availing PPC. Let’s have a look at those:

• Immediate & Consistent Traffic – It is a fantastic tool to make the brand visible to the people immediately and makes sure it gets constant visibility.
• Google Algorithmic changes – It is not affected by the changes made on Google and the ranking algorithms.
• Reach the right audience – When opting for PPC, you get the opportunity to post an advertisement as per your choice based on the website, location, keyword, time, date, device, etc. This attribute makes your advertisement visible to potential clients.
• Better Brand awareness – PPC allows you to put the desired keywords in the advertisement, which helps in making your brand visible to the people looking for the particular services.
• Take advantage of business opportunities – When your competitor fails to offer a promised service to their customers, you can grab that opportunity to showcase your service to nullify their rage. It can only be done with the help of PPC, as it is easy to initiate and yields instant results.
• Re-targeting – Reach the people who have expressed interest in availing your service previously. This will energize them who almost forgot about your brand.
• Keep it local – In a survey, it is seen that three-quarters of the people prefer visiting a store which has online visibility. Hence, PPC helps the customers reach your store when they click on the link. This advantage is highly helpful for the people who reside in the vicinity of your business.
• Flexibility with budget – PPC is a fantastic way of marketing your brand that is not constricted by budget. You can easily analyze the amount spent on the marketing and decide the profit and loss accordingly. This helps you conclude if you want to continue with the marketing program or not.
• Simple Reporting – It offers appropriate tools and simple reporting techniques, which leads to the desired result.

Conclusion

PPC offers numerous benefits and is a medium to reach the right people who will help give your business a boost. It also produces wondrous results in digital marketing when amalgamated with SEO in exchange for a price, which can be chosen by you.

7 Critical SEO Mistakes to Avoid

When a website is properly optimized for a search engine then its chances of sustenance on the digital platform is higher compared to other websites. The websites that are not optimized rightly for search engine has lesser probability of views. Hence, such websites with poor SEO scores has higher chances of getting removed from the internet.

Unfortunately, often the people associated with websites such as the business people, web content writers, bloggers and others cannot use the SEO in the correct manner. As a consequence, there are certain shortcomings that surface.

Here are discussed certain important and crucial mistakes that are often found in web content and websites that pulls the traffic of the particular website down. So read on to find out the bugs.

1) Keyword stuffing : An article or any web content when written, they are fed with keywords. Keywords are those words or phrases that are most frequently or most commonly used by the users when they look up for a certain content or a certain topic or information. Keywords are a necessity and an important part of the SEO on the other hand an article that is too crowded with keywords is not acceptable. As it is said anything in excess is not good, same applies for keywords in an article.

2) Too many redirects and broken pages : Many a times so happens that an error page appears when you click on a particular link. No matter how many times you try your best to open that link, they just won’t lead you anywhere but rather give you an error page or something useless. Such kinds are called broken links. Broken links either lead to error pages or gets redirected to other relevant (or sometimes irrelevant) pages. When you get a different page to yourself than what you expected when you clicked on a particular link, it is called a redirect. These redirects and broken pages are not a very comfortable experience from the user’s perspective. So, too many of these actually hampers the SEO.

3) Duplicate content : This is one very serious issue when it comes to websites and web contents. Plagiarism is strictly dealt with in the world of web writers. It is a considered a serious and offensive act towards the authority whose content has been copied. If your article or web content has text or material that is exactly same in form and order with another content that has been published earlier, then that marks a warning before you publish that content. Therefore, it is a wise step to always run a check through your article or web content in order to make sure it is not plagiarized before you proceed to publish it.

4) Poor quality of content : The ranking of a website majorly depends on the user friendliness of it. The major focus of a website remains on the fact whether it is convenient for the user or not. The information provided and the readability of an article are the determining factors for the qualitative analysis of the article. According to the standards, web content is qualified as good when the information provided in it is true and not adulterated, and it is easily readable for the user. If the structure or the matter of the content deviates from these standards then the quality of the content falls. Such poor quality contents has a higher chance of getting removed from the internet as they fail to meet the expectation of the user and thus makes a negative impact on the SEO.

5) Forgetting mobile users : Of late, there has been a major migration of internet users from computers to mobile phones. Due to the facility of easy portability and less consumption of space, many among the new age users and even many of the old users are switching their choice of device for using the internet. Also, as the phones are becoming smarter day by day at a steady pace, the users find it increasingly easy to browse and perform other functions with the mobile phones. So, a major section of the user of the digital platform is made up of the mobile phone users. Hence it is of utmost importance that the contents of a website are well developed for phone software and apps.

6) Not optimizing for site speed : Speed is another very important factor for the use of internet. It is the same way as a high speed connection is loved by users; the websites that are customized for high speed internet traffic are better preferred by the users. However, not all websites are custom made for the same speed. Different websites run on different speed depending upon their necessities and limitations. It is best to consider the website speed for which the content is to be prepared. Contents that is in sync and compatible with the website speed, keeps traffic free of hazards.

7) Poor site structure : The outlook and the structure of the website matters if you want to attract viewers. A well interactive and user friendly page is more welcoming than a shady one. Also, it is crucial for a website page to have clear and crisp information. This makes a higher ranking of the website with respect to SEO. A poor site structure is when the user doesn’t find suitable options to interact with the website. As a result, the website does not grow in number of views and remains unpopular.

These are the 7 major SEO mistakes that pull down the rank of a website. However, keeping these points in mind and successfully avoiding them while creating web content will ensure a good ranking for the website and great quality content.

Differences Between B2B SEO and B2C SEO Campaigns

The primary goal of both Business2Business (B2B) and Business2Consumer (B2C) marketing is to generate traffic, increase sales and enhance revenues.

Read on to discover the main SEO strategies which will you help in your goal:

1. Marketing campaign goals – Generally, most search engine optimization clients have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search engine rankings, many organizations are seeking ways to implement an effective B2B search engine optimization strategy. However, you should understand the critical differences between B2C and B2B SEO and their implications.

B2B companies generally sell intangible technology, software and services, engineering and industrial products, intermediates and bulk products to be sold to wholesalers, exporters etc. The online marketing campaign goals should focus on increased targeted traffic, increase sales, increase online visibility, establishing your company in local search, establish your business in social media, increase online reputation through online management reputation and improve SEO. 

B2C companies sell more tangible products and services. The goal of your marketing campaign is to get more leads, increase sales, build brand awareness, grow market share, launch new products or services, target new customers, enter new markets, improve stakeholder relations, enhance customer relationships, improve internal communication and to increase profits.

The ultimate campaign objectives should be SMART: specific, measurable, achievable, realistic and timely. Some examples of B2C are restaurants and retail stores.

2. Keyword strategies – The starting point of every SEO strategy is keyword research as keyword research helps you decide which keywords to target.

B2B campaigns usually have industry-specific keywords (to understand the questions your potential customers are asking themselves, and breaking them down to search queries)which require intelligence to mine. A B2B SEO campaign takes much longer keyword analysis and intelligence to set up. B2B audience looks for expertize. B2B purchase-driven searches are very specific like specs, features, performance, value, benefit, ROI, cost of product and running costs such as maintenance, support, troubleshooting. In B2B search engine optimization, it is important to thoroughly understand the search terms your prospect may be using in the different phases of the buying cycle.

In B2C business, people already have a firm idea of what they want to buy. They want to find the best source for it. In the first phase of B2C search, people usually use generic terms. There is often less variance in the terms they use. So, B2C campaigns focus on keywords that are used or considered as every day i.e. generic and not so complex. In the evaluation stage of the buying cycle, the purchaser’s focus turns from researching potential suppliers to researching specific issues related to the product or service like performance, efficiency, maintenance etc. Just prior to the purchase decision, one last round of searching will likely ensure to confirm the purchaser’s intended direction and again different search terms may be used.

3. Content Strategy – Content strategy means to communicate new information about your company, a new product or feature. In simple words, content that is meant to present you in a favorable position to generate leads and drive sales.

For B2B, content strategy is to target an audience of industry experts and professionals who are familiar with your company or product, highlighting your advantages over your competitors. B2B content strategy should consist of company blog, industry publications, whitepaper, LinkedIn groups, landing pages and forums and communities. So, it is meant to educate a person.

The main strategy for the B2C content marketing is to drive backlinks and increase rankings. So, it is generally meant for outreach.

4. Link building – It is the process of facilitating the creation of links in third-party websites that point back to your own site and thereby boost your web presence.

Consistency in B2B messaging and customer-interactions fundamentally means patience. B2B campaigns still focus on conversions, they do not come easily. B2B SEO campaigns usually tend to drive low volumes of leads as a key performance indicator.The purpose of link building is to drive real, organic, quality traffic to your website and to improve your site’s ranking with Google and other search engines.

B2C campaigns are usually focused on conversions and quick wins. So, link building in B2C focus more on sales and revenue per month with sales happening in shorter sessions, generally from single or multi session visits within days and weeks.

5. Connversion metrics – It is the sales life cycle: long, considered sale vs. short and impulse purchase.

Driving site visitors through a set conversion channel is not applicable in B2B. So, your focus should be on getting visitors to research deeper to other relevant, confidence-building content. Usually, the primary motivator in B2B purchase decisions is risk or fear of making the wrong decision. Therefore, one of the key objectives of B2B searchers after they click through to your site is to evaluate both your company and its offerings. An average B2B transaction can take anywhere from three to 24 months depending on the product or service being sold and the number of decisions to be made within the buying process.

Conversion ratios in the B2C environment are usually measured as the percentage of organic click-throughs that resulted in a sale. Detailed analysis goes into conversion ratios. Because the sales funnel in B2C SEO is very narrow and short. It can help in measuring the impact of optimization is quite easy and immediate. An average B2C transaction can occur anywhere from minutes to weeks, with the number of decision makers generally being less than 2 individuals and the buying process being much more straightforward.

SEO strategy is crucial for the success of every business. So, a trusted SEO company can help you to understand the differences between B2B SEO and B2C SEO campaigns.