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Grow Your Web Presence with Alternatives to Pay-Per-Click

Grow Your Web Presence with Alternatives to Pay-Per-Click

When you're looking to build your online traffic and customer base, you're probably going to run into two different concepts: Pay-Per-Click and SEO. These words have become ubiquitous with digital marketing, but they each offer a distinct purpose to your campaign and can result markedly different trajectories. 

"What's up with Pay-Per-Click, anyway?"

If you're familiar with Google, you're familiar with Pay-Per-Click. The website listings that come up first on Google - you know, the ones with the little yellow "ad" squares? - those are Pay-Per-Click promotions. With this kind of marketing, your site pops up whenever someone types in a certain keyword or phrase into a search engine. You only pay when users click those ads. So, it takes you to the top of the search results and only costs you when someone has an interest in your site. Sounds like a winning combo, right?

Well, yes and no. 

This gray area is why SEO is an important counterpart to Pay-Per-Click promotions.

SEO is the Way to Go!

SEO, or search engine optimization, is the process of enhancing your online content to affect where it will wind up within a search result.

It looks like this: A user logs on, types in a phrase to a search engine, sorts through the results, and then selects your site because it fits his or her needs. This is an example of "organic" traffic encouraged by SEO, and it costs you nothing for that click (of course SEO takes time and effort, which have their own inherent costs.) In that respect, implementing quality content to your site is the best alternative to Pay-Per-Click advertising. 

Content vs. Pay-Per-Click

We've written about the importance of quality content before, and we're sticking to our story on this one. From your "About Us" page to optimizing your URL, there are lots of ways of implementing stellar content throughout your site. Our favorite alternative to Pay-Per-Click-only strategy is (you guessed it) blogging. Blogging gives you an opportunity to write about topics relevant to the service you're providing while showing off your expertise on the subject. This credibility can result in both increased traffic and a sustained audience

There are lots of ways to create your business' image through producing quality blog content, and its cost-effectiveness can also be measured in the relationships you build through this practice. Blogs leave room for your own personal touch and a demonstration of great customer service. A "How-To" post can get leads invested in the service you're offering, while a "Best of" list can tell customers that you're invested in them finding a great product or service. 

The good news is that Pay-Per-Click ads and quality content like blogging can work together when strategized correctly. Pay-Per-Click works for smaller-ticket items and provides data that marketers need to produce content that suits the searches of customers. 

Not ready to take the plunge on your own?

The Geek team would love to help plan and execute your next digital marketing campaign! Call us or shoot us an email to begin the process. Check out our newsletter for more hot topics in tech!

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).