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Transcript: SEO vs PPC – Marketing During a RECESSION
As the world lurches into a financial recession, what can you do as a marketer when leveraging all of your marketing channels? Well, according to a report from Search Engine Land, most marketers are looking at investing and focusing primarily on SEO. Of course, part of this channel is looking at SEO and PPC, so in this video, we are going to look at the pros and cons of SEO and PPC during a global financial recession.
We’re going to look at specifically what you can do with each marketing method, and understand which one is the most effective way of marketing your business during this economic downturn. Now, of course, the Search Engine Land report says that it’s going to be SEO, but it’ll be interesting to take a close look at the two and figure out specifically which one is best for your business. Coming up.
Hey, guys. Darren Taylor of thebigmarketer.com here. My job is to make you a better marketer. Now, if you’re new to the channel, I’m Darren Taylor, a digital marketing consultant and trainer. I specialize in PPC and SEO, which is of course very relevant to this video. If that sounds up your street, you should consider subscribing to the channel, and ring the notification bell as well.
In this video, we are really concentrating on the differences between SEO and PPC as marketing methods for your business during a global financial recession. A good way to start framing the conversation initially is to look at my previous couple of videos, where I go into detail and look specifically at how the PPC industry has been negatively affected by the recent events. If you take a look at that video, it will be more up-to-date in terms of what we’re going to discuss here today.
Although I’ve covered PPC and the impacts that the recent events are having on PPC, I want to look at both methods of marketing, of SEO and PPC, and really understand which one is best for your business. Let’s start off with SEO, and look at specifically what’s entailed in releasing an SEO strategy during a recession, and whether or not it’s something your business should be doing.
Well, firstly, let’s look at the three elements of SEO. You should be aware of these by now. They are on-page SEO, link building, and technical SEO. Each of these elements has their place. During a recession where you’ve got a lot of time, each of these elements can be optimized to a great degree. Let’s start off with the technical side of things.
If your website is not technically sound, if it’s slow, if there are issues loading content on all devices, now is the time to get those issues really fixed. You can hire freelancers. There’s not going to be a shortage of freelancers who would jump at the chance to do work on your website, maybe even at a discounted rate as well considering the current economic climate as well. You know there’s an opportunity here for freelancers or people in development to make those good changes to your website to improve the technical performance.
In this current situation, when you can’t run your business as you normally would, you are going to have a lot of free time. Of course, give me one thing that takes a lot of time. SEO, because SEO takes a long time to work from when you start doing the work and developing your strategy, all the way through to getting great rankings on Google, now is the time to really push an SEO strategy.
As we move into the next area of SEO, which is of course on-page SEO, maybe you’re in a position as a business where you haven’t even performed keyword research. You haven’t even looked specifically at how you could optimize your content on your website towards some specific user queries. Now is the opportunity to do that, because of course, you can do your keyword research using all the relevant tools out there, understand how people are finding your business, and make those adjustments to your web pages in terms of optimizing for those particular searches.
In addition to the obvious on-page side of things in terms of optimizing keywords, is the big point around content. At this point, where you’ve got a ton of time on your hands, you should be creating content to help your users. You know what kind of things people are looking for before they do business with you. In my case, people are looking for PPC solutions and answers to their questions around Google ads, and then, from that point on, they can hire me as a consultant in order to help them, so I know what kind of questions people are asking.
You need to do the same for your business. Answer your users’ questions, and SEO provides a great opportunity to do that. Write content that answers your users’ questions, so they know you’re the subject matter expert, and you can of course benefit from the traffic organically when you create that content and users click on your link. Finally, there is of course link building as well.
Now, again, you have a ton of time on your hands, you have a ton of time to write content specifically for outreaching and publishing. Start analyzing your internal data. Do you have any interesting reports, anything interesting to say around the industry? Even specifically in the current climate as well. Any kind of thing you can contribute to that discussion is going to be of some kind of value to people who are looking for content, so you should be creating content at this very moment as well, because we’re in a downturn, you’ve got the time, and people are still looking for content even in this downturn.
In fact, if you’ve looked at some of my recent videos, I talked about HARO which is Help a Reporter Out, which is a website where journalists go on there, ask people for contributions, and if your business matches up with the contribution they need, then you could reach out to them. Now, I’ve been on this website for a while and I can tell you firsthand pretty much every single thing they’re asking for, is going to be focused around the issues and events of today. Be aware of that too and be sure to contribute on the regards to how your business is performing in the current climate as well.
There’s tons of people asking that question, so why can’t your business answer that question yourself, and get a link in the process too? We’ve looked at SEO for your business, and if you implement these strategies, your business should come out of this recession from an organic search point of view much better off than it went in. That’s really important to start looking at some of these strategies.
What about PPC? Well, as I mentioned, PPC is having a hard time. There are a lot of issues with paid search, because of course you’re paying for traffic, and a lot of people of course aren’t ready to buy, because business has pretty much ground to a halt, so there’s a big issue there, but there are some small advantages you can take advantage of during this recession for your PPC campaigns. They fall into two very small categories.
The first advantage is you’re going to get cheaper click costs, because of course, less people are advertising. That means the auction is less competitive on the search results, and it means you can get a ton of traffic for a lot less of a cost. Now, of course, there are less people looking as well, but in overall sense, you can get cheaper traffic at this time. What does that mean? It means there are still some people looking for your services. Otherwise, your ads would fail to show and serve completely, There are people interested.
Now, of course, the issue is whether or not they will buy today, but if they don’t buy today, they will buy tomorrow. I’ve made a video previously about implementing this strategy on your PPC campaigns. I’ve linked up in the description below, so you can check that one out too. Ultimately, you should be thinking of how you can take advantage of the cheaper click costs that you’re seeing across most industries. Now, we know conversion rates are down, so you need to think how you can execute that plan.
Which leads nicely onto my second point around PPC, and that is the small niche that could probably benefit from this is ultimately B2B, because a lot of B2B are large wholesale purchases for the B2B industry is the facts that you don’t have to buy today. A lot of B2B software tools and things to support businesses are a long sales cycle, so there’s no reason you can’t tap into that long sales cycle and bid on particular terms to promote free downloads, and engage in the conversation starting now, and then in the future when the business is ready to buy from you, you’ve already opened up that dialog.
It’s a really good way to get in front of the right businesses from a B2B point of view. Now, of course, most businesses aren’t B2B, so it’s not necessarily going to be relevant for everybody, but they are the two things I can think of advantage-wise from a PPC point of view. We’ve looked at both marketing methods. As you can definitely tell, by the end of this video, PPC versus SEO from a recession marketing point of view, SEO wins every time, because you have the time to execute your strategy while the market is down, you could come out of the recession with a better position than you left it, from an organic search point of view.
Of course, with PPC, you’re paying every time somebody clicks, where a lot of the methods SEO-wise, if you’re a small business, you could potentially do for very little cost and get some good returns at the end. Also, what else are you going to have time for? There’s nothing happening necessarily within your business from a volume point of view during a recession, so you have the time available to execute some of these SEO strategies.
Focus on SEO. Follow the results of the survey that Search Engine Land produced. Focus on SEO, make sure you get your strategy implemented on your website and beyond. Then, from that point of view, you’ll come out of this recession with much better organic result standings than when you went in.
Thank you guys so much for watching this video. If you liked it, leave a like below. Let me know in the comments if you agree with me, or whether you think PPC is the channel for you to use now, because I’ll be really interested to hear your reasons. I’m always replying to every single comment I get, so hit me up below. More important than that, check out the other content across my channel. Don’t forget to subscribe, and I’ll see you guys on my next video.