SEO and PPC (pay per click)
In the third and final extract from the PracticeWEB SEO for Accountants Best Practice Guide, Collette Easton explains the difference between pay per click and SEO and how firms can use both.
Why is it necessary to spend all this time and money on organic SEO? Why can’t you just buy the search phrases on google. Well, they are two very different practices and yield very different results.
Continued...
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SEO...
well, it was explained in the first article (this is the third one), and all 3 probably come from a bigger ensemble that has been divided, so I think we can forgive Collette :)
There is one thing I believe should be clarified though : long tail keywords, or keywords that are searched less often, can be targeted via PPC, but it is even better to target them in the organic listings.
As Collette said, your competitors might have overlooked them so it should be easier to rank high for them with a higher click through count as well. A blog is a great way to target these keywords by writing articles around them. This is also a great way to build keyword "clusters" to push a page that you want to rank for more competitive searches.
Expense or an investment
As far as PPC and SEO are concerned for accountants (and many other businesses) PPC is an expensive expense whereas SEO is an investment.
As soon as you stop PPC you are left with nothing except the leads or not you got. With SEO you are building a marketing asset.
I recently paid someone to search accountants all over the UK and see which ones are advertising with Google. I’ll be calling them soon to send then an insight report on how easy SEO for accountants is and how much opportunity is wasted with PPC. Anyone who wants this or a free video training can email me bob@portfoliomarketing.co.uk
Bob Harper
SEO
Anyone know what SEO stands for. Lets start a war against abbreviation! I won't read the article until I know!
AP!