Search Engines

There are two main ways of driving customers to your site from search engines, SEO & Pay Per Click.

Why are search engines important?

You are no doubt more than aware of what a search engine is, but just in case… In the UK we have two main search engines, Google and Bing, Google having by far the biggest market share.

So why is it important to have your website ranked highly in search engines such as Google and Bing?

Because the people searching have what you might call, “buyer intent”. This means that when someone searches google for the service that you offer, lets say, “Plumber in Maidstone”, you can be pretty sure that person is looking for a Plumber and they live in Maidstone.

So what does this mean?

Well… If you’re a Plumber, and you cover Maidstone, as long as your website is ranking well on the search engine, the potential customer is going to click on your site. If your site answers the questions that they need answered, you will most likely get an enquiry. It’s then down to you or your sales staff to convert that enquiry into a sale, but that shouldn’t be too hard, because this person was looking for your service. It’s like selling cake to a fat kid.

Imagine being able to put your company and it’s services in front of your perfect customer at the exact moment that they are looking for those services. Well that’s exactly what search engines allow you to do… It’s the perfect marketing method when done properly.

What is the difference between SEO & PPC?

Put simply, SEO is built and PPC is bought. Both options have their merits as well as their down sides. The below descriptions should help you decide which is best for your business.

Search Engine Optimisation

Search engine optimisation is pretty much what it says on the tin, we optimise your website and your off site online presence to be as closely aligned with what google or bing think is the best thing to show to a “searcher” when they are searching for the terms you want to be found for. A search term might be something like “Plumber in Maidstone”, or “Fishing Lake in Kent”

Search engines take into account hundreds of different factors to determine what makes you the best option to be in the number one slot for any given search term. They even use artificial intelligence to deliver the best possible result to people using their search engine to find what they are looking for.

As a search engine optimisation company, we know what these search engines consider when deciding who to rank highest. It can be tricky business and with search engines constantly updating the criteria the process of ranking you depends on a number of variables, so nothing is guaranteed in terms of time scales or results. That said, we have never failed to deliver.


People tend to click more on "organic" results...

In many cases people will scroll past the “ads” at the top of google and straight to the organic results. So being in those organic results is likely to get you the best results.


The results tend to stick

9 times out of 10, once you are ranking well for a particular search term, you will be able to stay there, or close to the top for quite a while even once you stop paying and SEO company like us. This will depend on how competitive the search term is and some SEO companies use “short term wins” which will eventually get penalized.


The results are slower

Organic SEO can be a bit slow and “expensive” to start with, there is a lot of work that goes into getting you to rank for that top spot. This means your are investing now, for results in a few weeks or months. It’s not for everyone, but it’s a great longer term investment that will keep paying you back for years to come.

Pay Per Click

Pay Per Click in this situation is Google Ads (previously adwords) or Bing Ads. Obviously Google has a much higher search volume however, depending on your audience, it can sometimes be better to go with bing ads, bing is the default search engine on a lot of devices… This is something that can be analysed to suit your specific requirements.

The great thing about pay per click, is that you only pay when a potential customer clicks on your ad. These ads are shown at the very top of google and bing, and are getting increasingly less obvious that they are actually ads. As a result, more people are now clicking on PPC ads than they did 2 years ago when the ads were in a big yellow box.

The other great thing about PPC is you can show up for whatever search term you like (within reason) on any day of the week, or at any time of day. It all boils down to how competitive that search term is and how high your budget is.


Show up for your search terms

You can show up for any search term you like (within reason) in a matter of hours, great for businesses with seasonal work. Or imagine being a Fencing company the day after a big storm? Worth upping the budget? Probably!


Instant results

Once you have the correct landing pages in place (the place we send the clicks to) we can start sending potential customers to those pages. If certain search terms are performing well for your business, we might increase the budget on those search terms,likewise we would reduce the budget on an under performing search term.


When you stop paying, the traffic stops coming...

The biggest downside to PPC is that when your budget runs out, the clicks stop coming, and with less clicks, that means you get less enquires. This of course is only a problem if you run out of budget, and we will make sure that your budget is correct and put to it’s best use. PPC is all about efficiency, and numbers. 5% here 1% there can be the difference between a loss or a huge profit.

Every Business Is Different

There are so many points to consider for both SEO & PPC. But every business has different requirements, budgets, workloads and customers. Click below to arrange a consultation so we can help you decide on the best and most realistic options for your business.

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FREE Online Marketing Review…

We carry out an in depth and honest review of your current online marketing covering your Website, SEO and Social Media…

Are you a bit stuck for ideas? Not really sure if your online marketing efforts are paying off? or just not sure where to take your online marketing next?

Our comprehensive online marketing review will find your weak points, strengths, and suggest ways that you can make improvements and make a bigger impact.

This is not just an opportunity for us to sell you our services, the solutions we give you could, often easily, be carried out yourself.


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