Recently the NY Times published an article about Search Engine Optimization, and its exponential growth during a period of ever-changing technology and in an increasingly terrible economy. With the national unemployment rate at 7.2%, the highest in 16 years, this article tells us that the SEO industry is growing like crazy (read article here).
It’s great to have a popular source validate the positive effects of Search Engine Optimization and confirm that the industry will only continue to evolve and prosper. What the article fails to mention is how important Pay Per Click Advertising (PPC) is to the growth and expansion of a business (any business, but small businesses, in particular). With PPC, the company controls the amount of clicks, the bidding, the monthly budget, the keywords — everything. And the search can be so extremely targeted (if the campaign is managed correctly) that ROI is a given, no matter what industry.
I recently had a potential client tell me she saw the potential effects of SEO, but couldn’t get her peers to feel the same. “The economy is so bad” she said, “that we are in survival mode”. I hear her pain, but one surefire way to gain on your competitor’s advantage, get that big client, sell that big order, is to get started with a Pay Per Click Advertising campaign.
If you’re not familiar, don’t have the resources to hire a PPC company, or are just dipping your toes in the water, a great resource for you to read comes directly from the horse’s mouth, Google Adwords.