Your Digital Marketing Budget Clients often come to Mediaura knowing that they need SEO but not quite understanding what it is or how it works. The reality of the situation is that SEO is not really as arcane as some companies would have you believe, nor is it as simple as others would like to make it. While it is strategically a rather straight-forward process, it is also a bit of a complex one. There are a lot of moving parts to Search Engine Optimizaiton, and if one step is skipped or overlooked, it has an impact on the success of all subsequent other steps. Additionally, many business don't understand why their website isn't showing up at the top of search results. I've come to realize that when I try to explain (even in layman's terms) the algorithms, programming strategy, content creation, link necessity, etc. as to why this is, their eyes will just glaze over. And I get it. Search Engine Optimization is a relatively new necessity for most companies and in the grand scheme of things a completely new essential industry in and of itself. It's easier for most client to understand PPC marketing over SEO, because I can make the comparison between say, Google Adwords, and traditional forms of marketing that they're more familiar with. PPC marketing may be just as confusing, but it's not as overwhelming or abstract. However, if you're investing in PPC marketing without a solid SEO foundation, while you may not be wasting your money, you're most definitely not spending your budget correctly.
Why SEO Should Come Before PPC Did you know 70% of the links search users click on are organic, not paid? SEO isn't just about focusing on content. It's also not about just focusing on keywords and metadata. And it's not about putting your content in every place you see and spamming the Internet. SEO is about putting these three things together in perfect harmony: • - Technical Aspects • - Valuable Content Production • - Digital Strategy and Communication Investing in an SEO strategy lays the foundation for all other digital efforts to succeed to their maximum potential. Without it, you won't see the full possible ROI benefits from any digital strategy, least of all PPC marketing. The reason SEO needs to come before PPC in any marketing strategy is due to PPC marketing (such as Google Adwords) measuring the quality of ads and keywords on what is called a Quality Score. Each keyword, for example, gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest. And no matter what the size of your budget is, your ads may show less often (or not at all) if they point to a website that offers a poor user experience. While many people think that SEO and PPC are separate strategies, and in some ways they are they are essentially two sides of the same coin: Search Marketing.