When shouldn’t you invest in Search Engine Optimisation and/or Pay Per Click Advertising, like Google Adwords? The answer is simple: When you don’t want your business to enjoy a nice slice of the UK Online Sales Pie – that is, the £91bn that UK Shoppers spent online in 2013 (stats from www.internetretailing.org).
If you don’t want your business to be located online by new customers, then feel free to ignore SEO and PPC – all I can say is, it’s a shame you put so much time, effort and possibly money into your website when no one will see it.
You can have the best-looking, most responsive or an incredibly interesting website, but that alone won’t get you traffic, unless you are networking and leaflet-dropping like a deranged lunatic 25 hours a day. Ideally, you need to be ranked highly with the Search Engine Results pages under relevant search terms for your business in order to drive traffic of potential customers to your site.
One study by Chitika.com in 2013 advised that sites listed on the first page of the Google Search Engine Results received 92% of all traffic from an average search, meaning that only 8% of Google users take the time to look beyond page 1 of the results.
An ongoing SEO campaign can help you to rank more highly with the SERPs, but, depending on your competition for the keywords you are targeting, this can take time. If you are one of the many people out there coming to SEO for the first time, you may find you have quite a bit to do.
From detailed keyword analysis, to on-page Search Engine Optimisation using relevant keywords, to link building – it can appear overwhelming, but it is well worth it and I can say from experience that it is possible to do it yourself using the free SEO tools available online.
Pay-per-click campaigns like Google Adwords work very well alongside SEO, and I strongly recommend that you do use both, if possible, for an effective website marketing campaign.
Your ongoing SEO will build slowly but surely in the background, increasing free and organic visitors to the site as your position in the SERP’s increases, whilst PPC can help drive instant and relevant (although paid-for) traffic to your Pages.
A good quality Google Adwords advert can feature on the first page of Google in the paid for listings, long before your organic search results get into the top 10, and is an excellent way to get the ball rolling. So, adopt SEO and PPC and you’ll be taking home a slice of that UK online sales pie before you can say ‘Great British Bake Off’. Very tasty.