Creating a website is only the beginning, the real game starts when it competes with others in online space. Most people use search engines to search for relevant websites and websites can be optimized for search engines. This process is called search engine optimisation and is mainly divided into two types. Organic SEO is the one through which the rank or position of your website in search results is improved. This is free of cost while the other options are paid ones. Most companies that offer SEO services provide both the options and let you choose based on your requirement and budget.
There are many inexpensive ways through which ranking can be improved for a website. These techniques again include on-page and off-page techniques. On-page techniques optimise the web pages in such a manner so that the search engine crawlers can clearly make out what the website is all about. Off-page optimisation techniques work outside the website to promote it. SEO services usually offered by SEO experts include article and blog marketing, link building, bookmarking, other submissions etc. Experts try to guess the search engine algorithms and attempt to get high ranks for the site. They do not pay Google or any other search engine for this and hence this method is called as natural or organic.
If you have used search engines like Google, you must have noticed some advertisements that appear on top of the results and also on the side panel. Google allows you to place advertisements on the same page as relevant search results and this feature is called Google AdWords. Here the billing is done based on the number of clicks your ads receive. This is called pay per click or PPC in short. There are also other options to pay based on impressions etc. The good thing about AdWords is that you already get targeted audience so your marketing effort is more focused and money is not wasted.
Easy as it looks at first glance, taking advantage of Google AdWords requires skill, practice and experience. Because there are many others wanting the same ad space as you, you have to bid for the search keywords that are relevant to your business. Bidding for the right keywords and also staying in budget is a balance you need to maintain. If you hire someone to do this for you, make sure he is an experienced person. Ask them about their past work or if they have a portfolio. A person who has handled such work before is more likely to help you boost your business too!
Don’t worry about investing in AdWords or any other SEO services. Google is the most popular search engine and AdWords get you more ROI than many other highly priced advertising options. You can also localize your search or pin point it to a narrow audience. There is nothing to lose because if no one clicks on your ad, you don’t pay anything. Give it a shot and see what it can do for your business.