Businesses of all sizes realize the importance of digital marketing, especially through search engines. According to the Jupiter Research, a Forrester Research Company, 81% of users use the search engine to land on their desired destinations. When it comes to boosting traffic to your business, there are two basic options to consider: Pay Per Click (PPC) advertising or Search Engine Optimization (SEO). Deciding whether to dedicate your resources to organic search or paid search efforts depends on a variety of factors that include audience behavior, available budget, and your business’s marketing goals. For a well-rounded marketing strategy, you need to strike a balance between the two, as they can both get you on the front page of the search engines for targeted terms. Combining the best of both strategies will help your auto shop get the most online attention.

Pros of SEO
SEO primarily enables your website to rank higher in search engines for relevant keywords. SEO requires no payment to feature listings on the results page. It produces long-term results that if implemented effectively, will increase web traffic, generate better conversion rates and grow a brand significantly. Having optimized tags and descriptions increases your click through rate which, also leads to increased targeted website visits.

The use of SEO as a marketing strategy will allow your auto shop to build brand awareness through better rankings. Users are more likely to trust a brand and become loyal visitors when it appears on the first page of search engine results pages (SERPs) than brands that don’t have a good web presence. You should utilize SEO to build a strong web presence for your auto shop and bypass your competitors to gain new customers for your business.

SEO-optimized websites can offer better conversion rates as they are easy to read and navigate thus are more likely to grab and hold the attention of your readers or visitors – i.e. they’re more likely to become your loyal customers and returning visitors.

Pros of PPC
Having some budget dedicated to PPC marketing is worthwhile as well. PPC is a popular marketing strategy that runs your ads, and the amount you pay depends on how many people click on that ad. Simply put, PPC is perfect for businesses that need results and need them fast. If you’re a new shop and need those first initial customers or are running a major promotion, PPC can offer real-time results. Building a successful SEO campaign may take time, so for immediate action or to entice customers to visit your site PPC campaigns act as a big booster.

A PPC campaign also enables you to measure results. You can measure anything from costs, profits, views, clicks, visits and much more to ascertain whether the campaign is performing as per your expectation. That, in turn, helps you plan better and understand what works best to achieve your marketing goals.

Running a PPC campaign targets the right audience as you choose where and when your ads will appear based on factors like; keywords, location, website, device, time, date etc.

Even with SEO in full motion, it is necessary to have both operating as they complement each other. When you rank well for a keyword in the organic results, you should have a paid search campaign that also points to that page on your website for strong branding influence and better results. There is a very good chance that your auto shop website could use both organic SEO and PPC marketing. Contact CarCareCONNECT today for more helpful tips!

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