SEO vs. PPC:  A Beginners Guide to Search Engine Marketing

Are you trying to improve your business’s online presence? First, it is very important to be well versed with some common words and phrases of the online marketing world. 

The two most common acronyms used in the digital marketing world are :

  • SEO
  • PPC

Now you may wonder what these are and how they can be helpful to you and your business. Not to worry, my friend, here is what you need to know.

Search Engine Optimization (SEO)

The most popular term used while talking about digital marketing is SEO. But, you might be wondering, what does SEO stand for?

SEO or Search Engine Optimization refers to optimizing your website to improve its rankings within SERPs (Search Engine Results Pages). These, of course, are the pages of search results you see when you submit a search from within a search engine. 

SEO is divided into two main aspects: On-page SEO and Off-page SEO. 

Within these aspects is a plethora of actionable items that contribute to building your site’s SEO value. The results of SEO work can take weeks, even months, so patience is a virtue.

On-page SEO

It consists of actionable items you can do on your actual website. Each page of your website should have a unique Title tag. The contents of these tags show up in search results, and they tell search engines what your page is about. 

Web Pages should also have unique Description tags, which show below the Title tag on SERPs and help the searcher determine if your page is what they’re looking for. 

Other tags include header tags (h1 to h6) that serve as subtitles of the page and break up parts of the page if it has a lot of content. 

Additionally, there’s cross-linking between pages within your website, outbound linking to relevant pages of other websites such as your property’s page on review sites and social media sites, and even tags for images to be ranked by search engines called Alt tags.

Off-page SEO

In short, the goal is to get your hotel featured on as many relevant outlets as possible that link back to your website. For example, you can submit your content and links to online directories, article databases, social bookmarking companies, press releases, social media pages & feeds, and local business listings on maps. 

There are tools to automate some of these processes, but testing and experience have proven that manual submission provides the best results for the long term.

Just remember, it takes a lot of effort to improve the ranking of your website, gain exposure and increase traffic to your website.

Pay Per Click (PPC)

These refer to the paid search results. They appear above and on the right of the search results on a SERP. 

To set up your PPC campaign, you select a set of keywords you want to show up for, write an ad (or two), and enter how much you are willing to pay for a click on your ad – Keep in mind, the more general the keyword, the more competitive it is and therefore expensive to show for.

Choosing the right keywords and writing compelling ad copy isn’t as easy as it seems. First, you’ll want to use tools like Google’s Keyword Tool to help determine potential traffic, competition, and recommended bid amounts for your keywords. 

You can always see what the competition is doing for ad copy, but creating something similar isn’t always the best idea because you want your ad to stand out and tell your prospects why they should click on your ad over your competitor’s.

Don’t want to manage this yourself? INNsight includes up to $100 per month of advertising credit through Google AdWords and provides management and optimization of keywords and ads that drive paid search traffic to your website.

Whether you have an existing website or need one made from scratch, INNsight will design (or redesign) yours at no cost – including a mobile website. That’s right. There are no design fees, startup costs, long-term contracts (strictly month to month), or cancelation fees – That’s because we let our product and technology do the talking. And as you’ve just read, we take care of your SEO, PPC, and even SMM (Social Media Marketing).

So let INNsight jump in the driver’s seat and do the driving while you sit back and enjoy the ride.


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