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In today’s Internet-driven marketplace, it is vital for all businesses to highly visible online. Consumers rely heavily upon search engines like Google to find what they are looking for, and typically they use only the first few results listed. This means that all businesses need to appear at, or near, the top of these results lists if they are to succeed. Any lower than this and they could lose out to the competition. Internet marketing can help any business in any industry to increase their visibility and put their website in front of customers at the very moment that they are searching for their products or services. This is achieved mainly through two forms of internet marketing; search engine optimisation (SEO) and pay per click advertising (PPC). Here is what you need to know about both and how to decide which one to use.

SEO

SEO is a tool which helps you to rise through the organic results listed. Although it can take time for results to show, people tend to trust these results over sponsored results and therefore this could yield better results. SEO optimises content and utilises keywords to increase your website’s authority and trustworthiness on topics related to your company. SEO consultancy is also an important part of the strategy as Google’s guidelines are always changing. Therefore, you need to be ahead of the curve and prepared for sudden changes. The top SEO agencies will have excellent technical knowledge and create websites that will be fully optimised and highly visible to potential customers.

PPC

PPC increases visibility by placing ads in the sponsored section of results lists. Unlike SEO, this is extremely fast and ideal if you want immediate results. Although these results are not as reliable as organic listings, they are still used heavily, and they are highly visible. This marketing tool works by payment being made each time a user clicks on the ad to take them to a website; when set up correctly, this is extremely cost effective, and you get excellent ROI. Similarly to SEO, PPC is constantly changing and you, therefore, need an agency with fully qualified, talented and experienced PPC Account Managers.

These are the two main tools used to increase visibility. If you do not need immediate results, SEO is an excellent way to drive traffic to your website and boost reputation. If you are looking for fast results, PPC will be the best tool for you to use. In many cases, businesses find it beneficial to use both SEO and PPC to guarantee both long and short term traffic to their website. No matter which type, it is vital that an experienced internet marketing agency is enlisted.