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If your business has not integrated a digital strategy into its marketing plan, then it is time for investment. Whether it’s a matter of time or money, every business should assess how their digital marketing campaign should be initiated or improved.

This article will break down the barriers of abbreviation and help you understand how digital strategies such as SEO and PPC can benefit your business in the short term and long term. Keep in mind that both search engine optimisation and pay-per-click come with their own benefits, how they affect your business, depends on its size and the service it provides.

Digital Marketing Strategy

The difference between traditional marketing and digital marketing is that with print marketing, it is extremely difficult to measure results. Digital marketing, however, is optimised and can be tracked using Google tools like Analytics and AdWords.
Digital Marketing: The Battle Between SEO and PPC2

This is why many businesses have joined the race to the first place of Google, however, there are a number of things your business should consider before it throws all of its money into online marketing and advertising.


The Benefits of Digital Marketing

We touched on the benefits of digital marketing slightly, however, the main purpose of digital marketing is to help your business and its website gain authority. The more authority your website has, the more trusted it will become.

Google is constantly updating, checking websites for keywords and links as well as add-ons which make the website more user-friendly. SEO helps a website build its authority in a number of ways, not just links. If you are planning on improving your website’s SEO, start by adjusting your page titles and meta descriptions.

PPC (Pay Per Click) advertising like Google AdWords and Google Shopping can help your business gain advertising space, not links. Businesses often prefer this method of online advertising, as it can work instantly.

Is SEO Better Than PPC?

Every digital marketer should tell you that if you are looking for a long-term web marketing strategy, you should hire SEO expert to audit or manage your website’s marketing.  The main and most major advantage that SEO has over PPC is that it will improve your organic traffic which will bring your business better quality traffic leads.

The Organic traffic which comes to your website are the users that find your website naturally, not via paid search. The higher you are ranked on Google for a keyword, the more likely users are to find your website for the product or service they are looking for.

SEO Glasgow company, Smarter Digital Marketing advise anyone who is considering SEO that “a variety of methods and strategies can increase the visibility of your website online. Writing unique, high-quality content and providing helpful information to customers is the best strategy for engaging your website’s visitors.”

Going It Alone: Google Certification

AdWords is a great alternative for start-ups and businesses who are launching new campaigns. Thinking about taking your digital marketing strategy into your own hands? Who better to learn from than the masters themselves? As Google owns 65-70% of the search engine market share, learning about PPC, Google Shopping and YouTube optimisation from them is a great place to start.

If you are thinking about upskilling and learning some basic digital marketing techniques, then there is a library of materials available online which have been written by Google for Google users.

Google’s aim is to give users the exact information they need before they sit any Google exams. To become a certified Google Partner, you must complete the online modules. You do not have to be a marketer to sit these exams, anyone can sign up to be a Google Partner.

Once you are trained, this is when you will gain the most from your digital marketing strategy. If you are not undertaking the courses personally and are instead asking staff to sit the exams as part of professional development, make sure that they are up-to-date qualifications yearly.

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