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8 Ways To Promote Your Facebook Page Successfully



8 Ways To Promote Your Facebook Page Successfully

​​Whether or not you believe that Facebook is still the leader of the social media pack, there’s no arguing that it remains an incredibly powerful tool for businesses aiming to enhance their online presence.

However, creating a Facebook Page for your business is only the first step in your Facebook marketing journey.

The real power of the platform lies in nailing effective Facebook Page promotion so that you can reach users and generate awareness and trust for your business.

This article is tailored for those ready to elevate their Facebook Page’s visibility and effectiveness.

Whether you’re a startup just entering the world of social media or an established brand aiming to boost interaction, we’ll explore the essentials of promoting your Facebook Page to capitalize on the vast potential of the platform.

Should I Still Be Using Facebook For My Business?

The short answer is yes, you should still be using Facebook for your business.

Let’s look at a few reasons why.

With its staggering 3.049 billion monthly active users, Facebook remains the world’s most widely used social media platform.

Yes, newer platforms are on the rise, but none offer the extensive reach that Facebook does – which is why it’s such a critical platform for businesses that want to connect with a vast and diverse audience.

Secondly, Facebook’s engagement has remained fairly robust.

The average Android user spends over 18 hours per month using the app, and according to SimilarWeb, is the third most visited website in the U.S.

This is nothing to sneeze at – and it signifies that businesses have ample opportunity to capture the attention of potential customers on the platform.

If you need more convincing, consider that 54.3% of Facebook users aged 16 to 64 report using the platform to follow or research brands and products. So, Facebook doesn’t just play a role in brand discovery but in the pre-purchase phase.

Now that we’ve convinced you that you should be on Facebook, let’s look at how to make the most of your Facebook Page.

Top 8 Ways To Promote Your Facebook Page

So, whether you’re just starting out or you’ve been active on Facebook for a while, one thing is always true: getting your content in front of new audiences – and convincing those people to follow you – is key to leveraging Facebook effectively.

The good news is that there is more than one way to do that.

You could spend money on Facebook ads, which can work well, but there are also plenty of other easy, free ways to boost your Facebook following.

1. Give Your Page A Personal Touch

Creating a Facebook Page for your business is an excellent way to give your brand a more human feel.

While a “fan Page” is slightly different from the personal profiles assigned to individuals, it still allows people to follow your posts and engage with your content.

By creating a Page for your company, you’re putting a face to the name – and that’s powerful.

These days, the emphasis on authenticity and personal connection in social media is more critical than ever – yes, for brands, too. Users seek to interact with businesses that feel genuine and relatable, not just like corporate entities.

So remember that, while your Page serves professional purposes, the content should resonate on a personal level. Share stories that reflect your brand’s values, highlight customer experiences, or provide behind-the-scenes glimpses into your operations.

Consider this example from Patagonia, which leverages Facebook to showcase its commitment to environmental sustainability and the values that drive the brand.

In this post below, the company highlights a partner and community organizer who is working to make strides in sustainability.

Screenshot from, March 2024

Here, Patagonia isn’t just selling a product; it’s sharing values and stories, engaging millions of people worldwide.

When promoting your products or services, try to frame them in a way that addresses your audience’s needs or interests.

Explain the value and relevance to your followers, and encourage them to see your offerings as solutions to their problems or ways to enhance their lives.

2. Use High-Quality Visual Content

The power of visual storytelling continues to dominate social media – after all, who doesn’t love visuals that are easy on the eyes?

And in a world where even common modern smartphones can capture beautiful imagery – and there is a proliferation of simple editing tools and apps available to us – users don’t just prefer high-quality photos and videos; they expect them.

Your Facebook Page should reflect this shift towards visual excellence if you want to captivate your audience effectively.

Facebook has preferred dimensions for its images, which we’ll go over below, but beware that it will compress photos to their desired size.

This can stretch images, so to achieve the best results, start with the best possible quality and maintain control over the final presentation.

Prioritize crisp, clear, and engaging visuals that embody your brand’s essence and messaging. For uploading, PNG and JPEG formats are typically the best formats.

Focus on two main visual elements:

  • Your Profile: This encompasses your profile picture and cover photo. For the best Facebook cover photo quality, set the size to 851 pixels by 315 pixels. For your profile photo, make the size 196 by 196 pixels.
  • Your Posts: The content you share significantly impacts your brand’s perception. For post images, we recommend you aim for 1200 pixels by 630 pixels to ensure your visuals appear perfectly on both mobile and desktop feeds. You can also experiment with other dimensions, such as 1080 pixels by 1080 pixels (square), or 1080 pixels x 1350 pixels (portrait). For Facebook Stories, the recommended image size is 1080 pixels x 1920 pixels – a vertical format, just like Instagram Stories.

Using high-quality visuals not only enhances your Facebook Page’s aesthetic, but also significantly increases the likelihood of engagement and follower growth.

However, substance is as critical as style. Pair your visuals with valuable content tailored to your audience’s interests and needs.

GoPro is an example of a brand that uses beautiful, high-quality visual content on Facebook to engage its followers. See this example below, which, impressively, leverages user-generated content.

1717214162 967 8 Ways To Promote Your Facebook Page SuccessfullyScreenshot from, March 2024

3. Enable The “Call To Action” Button

As a business, you want your Facebook Page to enhance awareness of your brand and drive followers – but ultimately, you also want to turn those followers into active consumers.

You can do so by utilizing the call-to-action (CTA) button on your Facebook Page.

By adding a CTA button to your Page, you can direct your audience to where they should go next, including key business goals like shopping, booking appointments, or contacting your company.

Select a CTA that aligns with your primary objectives and consider integrating them with Facebook’s features, such as Groups or Messenger, to keep interactions within the platform.

For example, National Geographic uses its CTA to encourage users to sign up for a subscription to the magazine.

National Geographic on FBScreenshot from, March 2024

4. Join Or Create A Facebook Group

As we just discussed, creating and joining Facebook Groups is a phenomenal way to interact with others, let people come to you, and increase visibility and authority for your brand.

To get started, identify groups that align with your business’s industry, values, or target market. Search for fitting keywords on Facebook and discover some groups to join.

After that, make sure to engage by leaving comments and reactions to posts. By participating actively and making valuable contributions to the Group, you can foster recognition and trust within these communities.

It’s worth noting that only some Groups allow businesses to join. For Groups that only allow individuals, you must join from your personal Facebook account and promote your brand and Page via comments.

Alternatively, you can create your own Facebook Group. This has become an increasingly popular trend among brands, as it allows you to nurture your own community of like-minded people and start conversations.

When creating a Facebook Group, be sure to provide value first. Rather than building a Group around your brand, build a community around something related to your brand – and structure it as a resource hub where members can find support and tips and network with others.

This way, you’re putting genuine support, engagement, and community-building before sales efforts.

A great example of this is Canva’s Canva Design Community Facebook Group. This official Group from Canva is a place for users to discuss not only the product and get tips and insights, but also anything design-related.

By keeping the Group broad and welcoming all kinds of design-focused discussions, Canva has built a community of over 394,000 members.

Canva Community on FBScreenshot from, March 2024

5. Expand Your Facebook Page’s Reach

Let’s revisit your current network: a.k.a., the people you already know.

Leveraging your existing network is a fundamental strategy for promoting your Facebook Page.

Whether it’s your friends, peers, or followers across other different social platforms, it’s time to utilize them. These people are already connected to your business and are often willing to support your endeavors.

So, what should you do? Promote, promote, promote.

Start by integrating your Facebook Page promotion across all of your communication channels. Post it to your Instagram and put it in your Instagram bio.

Share updates with personal contacts, embed a link to it on your website, and include its link in your email signature.

If you’ve created any Facebook Groups, make sure you’re directing members back to your main Page for additional content.

Wherever you can, make sure the road leads back to you and your Facebook Page. This will help enhance your visibility and follower count.

In this example, you can see how the Australian meal delivery brand The Dinner Ladies includes a link directly to its Facebook Page in its email newsletter.

GmailScreenshot from Gmail, March 2024

6. Use Facebook Stories And Facebook Live

Both Facebook Stories and Facebook Live can help you establish a sincere connection with your audience.

The cousin of Instagram Stories, Facebook Stories are ideal for sharing short, engaging snippets of your day or quick business updates. This allows for a more casual interaction with your followers.

These fleeting posts can be a mix of personal insights, time-sensitive promotions, or behind-the-scenes looks at your brand.

Facebook Live, on the other hand, offers an intimate, real-time connection that makes viewers feel as though they’re right there with you and part of the moment.

Try leveraging Live to broadcast important events, share updates, or host Q&A sessions. This direct engagement creates a sense of transparency and community between your company and your audience.

The Wall Street Journal is one example of a brand that utilizes Facebook Stories to offer quick updates to its followers. It posts snapshots of the stories of the day, encouraging readers to learn more.

Dune sequel Facebook StoriesScreenshot from Facebook, March 2024

7. Maintain A Regular Schedule: Consistency Is The Secret Sauce

The key to success in any endeavor – whether it’s becoming debt-free, building meaningful relationships, or improving your personal fitness – lies in consistency.

This is true on Facebook, too.

Something essential to remember if you want to gain and retain followers is to make sure you stick to a regular schedule.

Not only will this keep your brand fresh in the minds of your audience – but an active and up-to-date Page signals to new visitors that they can expect regular, valuable content, encouraging them to follow.

Try to post about one to two times a day, or at least a few times per week, to maintain a steady stream of content without overwhelming your followers.

If you’re too busy to stick to a tight posting schedule, which you very well might be, there’s no reason to fear.

There are many ways to automate posts to your Facebook Page, from plugins on WordPress to software made specifically for the task.

8. Engage Your Audience And Peers

Doesn’t getting all those reactions and comments on your content feel good? You’re not the only one who feels that way; nearly everybody does – including your audience.

Active participation on Facebook, beyond just updating your own Page, can significantly enhance your visibility and credibility. Make an effort to connect with individuals and other businesses that align with your brand’s values and interests.

Do not be self-promotional; instead, post real, thoughtful comments. People appreciate authenticity and are more likely to check out your Page to see what you’re all about.

Don’t be afraid to message peers or influencers within your industry, too. Most, if not all, have been in your shoes before and might be open to connecting and sharing insights with others just getting started – especially those who show genuine interest and respect for their work.

Try finding a successful account you admire and send them a quick message. You never know what could happen if you hear back.

It Is Still Possible To Increase Your Facebook Page’s Following

Time to stop worrying about promoting your Page on Facebook.

Deliver consistent, high-quality content, interact with others, and use the existing Facebook tools at your disposal, and you’ll go far.

With a new set of tools under your belt, it’s time to step out into the not-so-scary world of Facebook and run a Page.

Keep at it, and soon, you’ll start to see the results you’ve been craving!

More resources:

Featured Image: JUVART/Shutterstock

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How to Get Search Traffic Without Ranking for Anything



How to Get Search Traffic Without Ranking for Anything

Getting to the top of Google can be quite slow. Especially so for small, new websites. And the competition can often be too strong, which makes it quite unlikely for you to outrank your rivals in the first place.

Well… if you can’t win, change the rules.

There’s a very simple trick for getting search traffic for the keywords that you want to rank for—without actually ranking for them.


One of the most common pieces of marketing advice is to “go fish where the fish are.” Whatever product or service you want to sell, you have to follow three simple steps:

  1. Figure out who your ideal customers are.
  2. Find the places where those people are hanging out online.
  3. Go to those places and find ways to promote your product.

Quick example: if you want to sell fitness gear, it would be good to figure out how to tap into the r/Fitness community on Reddit, which has over 12M members.

What does it have to do with SEO though?

Well, whatever search traffic you want to drive to your own website… someone is already getting it to theirs, right? And their website is not necessarily your direct competitor.

If you own a bagel joint in Singapore, you definitely want your website to rank in Google for “best bagels in Singapore.” But the pages that actually rank for this keyword are listicles, which give readers a bunch of different suggestions. So your job is to get featured in as many of those top-ranking listicles as possible.

Ranking for a keyword with your own website isn’t the only way to get customers from Google. Getting featured on other pages that rank for this keyword is incredibly effective too.

I call this tactic “second-hand search traffic”.

The underlying idea is not new though.

You might have heard of the concept called “Barnacle SEO,” shared by Rand Fishkin back in 2014. There’s also a concept called “Surround Sound,” coined by Alex Birkett. And another one called “SERP Monopoly strategy” by Nick Eubanks. There’s also a reverse concept, called “Rank & Rent.”

The idea behind all of these tactics is practically the same: if a page gets a lot of relevant search traffic from Google—you have to try and get your business mentioned there.

1721330765 614 How to Get Search Traffic Without Ranking for Anything1721330765 614 How to Get Search Traffic Without Ranking for Anything

But that’s easier said than done, right?

Why would anyone bother to feature your business on their website?

Well, one simple answer is money.

If a website owner can make money from mentioning your business on their page, there’s a good chance they’ll do it. This money could come in the form of an affiliate commission or a flat fee for an annual or permanent placement. Sometimes these things can also happen as part of a broader partnership deal.

Getting listed for free is very, very hard. Especially so if you’re not already a big and respected business that people naturally want to feature on their website.

And yet—it’s not completely impossible to get listed for free.

Case in point, we just published our own “best SEO conferences” post, in order to rank for relevant search queries and promote our upcoming event, Ahrefs Evolve Singapore.

And then we went ahead and reached out to all websites that rank for the “best SEO conferences” keyword and asked them to add Ahrefs Evolve to their listicles. So far 10 out of 17 featured us on their pages, without asking for any payment whatsoever.

1721330766 734 How to Get Search Traffic Without Ranking for Anything1721330766 734 How to Get Search Traffic Without Ranking for Anything

The most straightforward way to execute this strategy is to compile a list of highly relevant keywords (with high business potential scores), pull all the top-ranking pages for each of them into a spreadsheet, and start your outreach.

But there’s one other fruitful source of pages to get second-hand search traffic from. These are pages that are linking to your competitors, while getting a decent amount of search traffic themselves.

Here’s how to find these pages in 3 simple steps:

  1. Put the website of your competitor in Ahrefs’ Site Explorer.
  2. Navigate to the Backlinks report.
  3. Apply the “Referring page > Traffic” filter.
How to Get Search Traffic Without Ranking for AnythingHow to Get Search Traffic Without Ranking for Anything

Here’s an example of a page I found while trying this out for the ConvertKit website:

1721330766 665 How to Get Search Traffic Without Ranking for Anything1721330766 665 How to Get Search Traffic Without Ranking for Anything

As you can see, this page is not about “email marketing” (the primary topic you’d go for, if you wanted to promote an email marketing tool). And yet, this page is receiving 2.6k visitors per month from Google (as estimated by Ahrefs), and it recommends a bunch of email marketing tools to its readers.

So if you own an email marketing tool—like ConvertKit—you definitely want to get mentioned on that page alongside your competitors.

The moral of this story is that you should look outside of the topics that are immediately relevant to your business. Any page that gets traffic and mentions a competitor of yours should become your target.

And Ahrefs makes it super easy to find such pages.

That’s it.

I hope you found this tactic useful. Don’t sleep on it, because there’s a good chance that your competitors won’t.

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What SEO Should Know About Brand Marketing With Mordy Oberstein




What SEO Should Know About Brand Marketing With Mordy Oberstein

For the SEO industry, the Google documents leak offered an important view behind the scenes. Although the leak was not a blueprint of how the algorithm worked, there was considerable confirmation that SEO professionals were right about many elements of the algorithm.

From all the analysis and discussion following the leak, the one insight that got my attention was how important the brand is.

Rand Fishkin, who broke the leak, said this:

“Brand matters more than anything else … If there was one universal piece of advice I had for marketers seeking to broadly improve their organic search rankings and traffic, it would be: “Build a notable, popular, well-recognized brand in your space, outside of Google search.”

Mike King echoed this statement with the following observation:

“All these potential demotions can inform a strategy, but it boils down to making stellar content with strong user experience and building a brand, if we’re being honest.”

Mordy Oberstein, who is an advocate for building a brand online, posted on X (Twitter):

“I am SO happy that the SEO conversation has shifted to thinking about “brand.”

It’s not the first time that “brand” has been mentioned in SEO. We began to talk about this around 2012 after the impact of Panda and Penguin when it first became apparent that Google’s aim was to put more emphasis on brand.

Compounding this is the introduction of AI, which has accelerated the importance of taking a more holistic approach to online marketing with less reliance on Google SERPs.

When I spoke to Pedro Dias, he said, “We need to focus more than ever on building our own communities with users aligned to our brands.”

As someone who had 15 years of offline experience in marketing, design, and business before moving into SEO, I have always said that having this wide knowledge allows me to take a holistic view of SEO. So, I welcome the mindset shift towards building a brand online.

As part of his X/Twitter post, Mordy also said:

“I am SO happy that the SEO conversation has shifted to thinking about “brand” (a lot of which is the direct result of @randfish’s & @iPullRank’s great advice following the “Google leaks”).

As someone who has straddled the brand marketing and SEO world for the better part of 10 years – branding is A LOT harder than many SEOs would think and will be a HUGE adjustment for many SEOs.”

Following his X/Twitter post, I reached out to Mordy Oberstein, Head of SEO Brand at Wix, to have a conversation about branding and SEO.

What Do SEO Pros Need To Know About ‘Brand’ To Make The Mindset Shift?

I asked Mordy, “In your opinion, what does brand and building a brand mean, and can SEO pros make this mindset shift?”

Mordy responded, “Brand building basically means creating a connection between one entity and another entity, meaning the company and the audience.

It’s two people meeting, and that convergence is the building of a brand. It’s very much a relationship. And I think that’s what makes it hard for SEOs. It’s a different way of thinking; it’s not linear, and there aren’t always metrics that you can measure it by.

I’m not saying you don’t use data, or you don’t have data, but it’s harder to measure to tell a full story.

You’re trying to pick up on latent signals. A lot of the conversation is unconscious.

It’s all about the micro things that compound. So, you have to think about everything you do, every signal, to ensure that it is aligned with the brand.

For example, a website writes about ‘what is a tax return.’ However, if I’m a professional accountant and I see this on your blog, I might think this isn’t relevant to me because you’re sending me a signal that you’re very basic. I don’t need to know what a tax return is; I have a master’s degree in accounting.

The latent signals that you’re sending can be very subtle, but this is where it is a mindset shift for SEO.”

I recalled a recent conversation with Pedro Dias in which he stressed it was important to put your users front and center and create content that is relevant to them. Targeting high-volume keywords is not going to connect with your audience. Instead, think about what is going to engage, interest, and entertain them.

I went on to say that for some time, the discussion online has been about SEO pros shifting away from the keyword-first approach. However, the consequences of moving away from a focus on traffic and clicks will mean we are likely to experience a temporary decline in performance.

How Does An SEO Professional Sell This To Stakeholders – How Do They Measure Success?

I asked Mordy, “How do you justify this approach to stakeholders – how do they measure success?”

Mordy replied, “I think selling SEO will become harder over time. But, if you don’t consider the brand aspect, then you could be missing the point of what is happening. It’s not about accepting lower volumes of traffic; it’s that traffic will be more targeted.

You might see less traffic right now, but the idea is to gain a digital presence and create digital momentum that will result in more qualified traffic in the long term.”

Mordy went on to say, “It’s going to be a habit to break out of, just like when you have to go on a diet for a long-term health gain.

The ecosystem will change, and it will force change to our approach. SEOs may not have paid attention to the Google leak documents, but I think they will pay attention as the entire ecosystem shifts – they won’t have a choice.

I also think C-level will send a message that they don’t care about overall traffic numbers, but do care about whether a user appreciates what they are producing and that the brand is differentiated in some way.”

How Might The Industry Segment And What Will Be The Important Roles?

I interjected to make the point that it does look a lot like SEO is finally making that shift across marketing.

Technical SEO will always be important, and paid/programmatic will remain important because it is directly attributable.

For the rest of SEO, I anticipate it merges across brand, SEO, and content into a hybrid strategy role that will straddle those disciplines.

What we thought of as “traditional SEO” will fall away, and SEO will become absorbed into marketing.

In response, Mordy agreed and thought that SEO traffic is part of a wider scope or part of a wider paradigm, and it will sit under brand and communications.

An SEO pro that functions as part of the wider marketing and thinks about how we are driving revenue, how we are driving growth, what kind of growth we are driving, and using SEO as a vehicle to that.

The final point I raised was about social media and whether that would become a more combined facet of SEO and overall online marketing.

Mordy likened Google to a moth attracted to the biggest digital light.

He said, “Social media is a huge vehicle for building momentum and the required digital presence.

For example, the more active I am on social media, the more organic branded searches I gain through Google Search. I can see the correlation between that.

I don’t think that Google is ignoring branded searches, and it makes a semantic connection.”

SEO Will Shift To Include Brand And Marketing

The conversation I had with Mordy raised an interesting perspective that SEO will have to make significant shifts to a brand and marketing mindset.

The full impact of AI on Google SERPs and how the industry might change is yet to be realized. But, I strongly recommend that anyone in SEO consider how they can start to take a brand-first approach to their strategy and the content they create.

I suggest building and measuring relationships with audiences based on how they connect with your brand and moving away from any strategy based on chasing high-volume keywords.

Think about what the user will do once you get the click – that is where the real value lies.

Get ahead of the changes that are coming.

Thank you to Mordy Oberstein for offering his opinion and being my guest on IMHO.

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Featured Image: 3rdtimeluckystudio/Shutterstock

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4 Ways PPC and SEO Can Work Together (And When They Can’t)



4 Ways PPC and SEO Can Work Together (And When They Can’t)

Search engine optimization (SEO) is the process of optimizing your pages to rank in a search engine’s organic results.

Pay-per-click (PPC) is a form of online advertising where advertisers pay a fee each time someone clicks their ad.

There’s no conundrum between the two types of marketing. You don’t have to choose one or the other; the best companies use both.

Here’s how they can work together and produce magic:

Creating SEO content is the process of figuring out what your target audience is searching on Google and aligning your content to their search intent.

To start off, you need to find out what they’re searching for. The easiest way is to use a keyword research tool, like Ahrefs’ Keywords Explorer.

Here’s how you might find keywords for a hypothetical coffee equipment store:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a relevant keyword (e.g., “coffee”)
  3. Go to Matching terms

Go through the list and pick out keywords that are relevant to the site. For example, the keyword “how to grind coffee beans” seems like a good keyword to target.

The keyword "how to grind coffee beans" and relevant SEO statsThe keyword "how to grind coffee beans" and relevant SEO stats

Once we’ve chosen our keyword, we want to know what searchers are looking for specifically. Sometimes the keyword gives us an idea, but to be sure, we can look at the top-ranking pages.

So, click the SERP button and then click Identify intents to see what searchers are looking for:

The Identify Intents feature in Ahrefs' Keywords ExplorerThe Identify Intents feature in Ahrefs' Keywords Explorer

We can see that searchers are looking for techniques and methods to grind coffee beans at home, and especially without a grinder. If we want to rank high, we’ll likely have to follow suit.

Those are the basics of creating SEO content. But doing just this isn’t enough. After all, the quote goes, “if a tree falls in a forest and no one hears it, does it make a sound?”

This applies to your content too. You don’t want to create into a void; you want people to see and consume your content. This is where PPC comes in. You can run PPC ads to ensure that as many people see your content as possible.

For example, at Ahrefs, we run Facebook ads for our content:

An example of a Facebook Ad we ran for our contentAn example of a Facebook Ad we ran for our content

We also run ads on Quora:

Our Quora ads campaigns we ran for the blogOur Quora ads campaigns we ran for the blog

This way, we make sure that none of our content efforts go to waste.

Links are an important Google ranking factor. Generally speaking, the more links your page has, the more likely it’ll rank high in the search results.

But acquiring links is hard. This is why it’s still a reliable ranking factor. And it’s also why there’s an entire industry behind link building, and tons of tactics you can use, all with varying levels of success.

One way you can consider building links to your pages is to run PPC ads. In fact, we ran an experiment a few years ago to prove that it was possible.

We spent ~$1,245 on Google search ads and acquired a total of 16 backlinks to two different pieces of content. (~$77-78 per backlink.) This is much cheaper than if you had to buy a backlink, which according to our study, costs around $361.44.

(It would be even more expensive if you acquired links via outreach, as you would have to consider additional costs like software, manpower, etc.)

Retargeting allows you to target visitors who have left your website.

Here’s how retargeting works:

  1. A visitor discovers your article on Google
  2. Your ad management software sets a cookie on the visitor’s browser, which allows you to show ads to these visitors
  3. When the visitor leaves your website and surfs the web, you can show ads and persuade them to return to your website

Depending on where they are on the buyer’s journey, you can convince them to take the next step.

buyer's journeybuyer's journey

For example, if someone found your website via your article on the “best espresso machines”, it’s likely they’re looking to buy. So, you can set your retargeting ad to encourage them to visit your espresso machines category page.

On the other hand, if a visitor discovered your website from your “what is a coffee grinder” article, they might still be early on the journey. In that case, it might be prudent to encourage them to sign up for your email list instead.

Every site has important keywords. For example, besides our brand and product terms, critical keywords are “keyword research”, “link building”, and “technical SEO”.

Since these keywords are important, it makes sense to dominate the SERPs for them. You can do this by simultaneously running ads for them while ranking in organic search. For example, Wix ranks for the keyword “create website for free” in both paid and organic SERPs:

Wix ranks for the keyword “create website for free” in both paid and organic SERPsWix ranks for the keyword “create website for free” in both paid and organic SERPs

This is especially useful if you’re a new or smaller site. The keywords that are important to you are likely important to your competitors too. Which means you can’t compete with them overnight.

So, a good strategy is to target those keywords via PPC first, while investing in your SEO strategy. Over time, as you acquire more backlinks and gain more website authority, you’ll be able to compete with your competitors in organic search too.

While both channels are complementary, there are times where it may make more sense to choose one over the other.

When to choose PPC

If you fit these scenarios, it might be a better idea to go for PPC:

  • You’re promoting a limited-time offer, event, or launching a product. According to our poll, SEO takes three to six months to show results. If your event, offer, or launch is shorter than the expected timeframe, it’ll be over even before SEO takes any effect.
  • You need immediate, short-term results. If you need to show some results now, then PPC will be a better choice.
  • You have a disruptive product or service. SEO depends on figuring out what people are already searching for. If your product or service is completely novel, then it’s likely no one is searching for it.
  • Hyper-competitive SERPs. Some niches have competing sites with large SEO teams and deep pockets. Coupled with Google’s preference for known brands, if you’re in these niches, it can be difficult to compete. PPC offers a viable alternative for gaining visibility on the first page.

When to choose SEO

Here are times when it may make better sense to choose SEO:

  • Keywords are too expensive. Some industries, like insurance or finance, have cost-per-clicks (CPC) up to a few hundred dollars. For example, the keyword “direct auto insurance san antonio” has a CPC of $275.
  • Your niche is restricted. Certain industries or niches (e.g., adult, weapons, gambling, etc.) are prohibited or restricted from advertising.
  • You have a limited budget. PPC requires money to begin, whereas SEO can drive traffic to your website at no direct cost per visitor.
  • You’re building an affiliate site. Affiliate sites earn a commission when people buy from their recommendations. While it’s not impossible to build an affiliate site from PPC, it’s difficult to control the return on investment (ROI) since affiliate site owners cannot control sales conversion rates.

Final thoughts

There are cases where focusing on either SEO or PPC makes sense.

But most of the time, the best companies don’t discriminate between channels. If they produce positive ROI, then you should be using all marketing channels.

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