Marketing is a must for every business, new and established. Without marketing, the populace forgets about you. You are not the first name they think of when they are looking to buy something or use a service; you simply get left behind. It is for this reason that the biggest brands don’t lessen their marketing efforts, they double them. The fight for recognition for smaller and start-up businesses, however, will be markedly different.

You don’t want to splurge your money on a single marketing campaign. You want to direct your efforts to a more permanent and effective solution: getting to the top of Google’s search results.

What Are Your Options

There are two ways you can get to the top of Google’s search results or SERPs. The first is to buy your way there. Google AdWords is Google’s advertising product, meaning you can use Pay Per Click (PPC) marketing to direct customers to your site. You only pay for the visits to your site, though different keywords are worth different amounts. Popular keywords are more expensive, as an increasing number of companies use it. There is also no guarantee that the visitor will do anything on your site other than click off.

The other method of getting your site to the top of Google’s search results is with SEO. Search Engine Optimization is the practice you would use to make your website more attractive to Google’s search algorithms. You will need both on-site and off-site SEO tactics to make this effective, and it can take a lot of effort to achieve the results you want. Make the front page this way, however, and you are guaranteed a lot more organic traffic.

Follow Google’s Guidelines

When it comes to marketing your company through PPC marketing or by using SEO, however, you need to be careful. Google’s algorithms are becoming increasingly sophisticated, and practices used even a few years ago are now banned outright in Google’s guidelines. Failing to comply with their guidelines can mean your site is listed further down in the search result and even un-list you from their results entirely.

How to Choose the Right Keywords?

When it comes to both SEO and PPC marketing, you need to know your market and, based on this research, choose the right keywords. Of course, choosing the right keyword is only the beginning. You need to use Google AdWords effectively and white-hat SEO techniques both on and off your site. For many small businesses, it is not economically feasible to manage this by yourself, particularly if you are a beginner in the field. That is why hiring a search marketing agency like should be the only step you take. Let professionals who excel in PPC marketing and SEO do the work for you so that your efforts can be done right the first time.

Getting to the top of Google is the best case scenario for every company. You need to outrank your competition because if you don’t exist on the first page, you won’t see any organic traffic.


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