Park City SEO and PPC go together like peas and carrots. This statement requires a little more explanation, however, before I get into that, let us first define our terms. When I use the term Park City SEO I am referring to a localized search engine optimization campaign that understands the unique wants and needs of the Park City region. PPC, of course stands for pay-per-click which is a model of internet marketing where advertisers pay a discrete fee every time one of their ads is clicked upon by a person visiting the website where the advertisement is displayed. In this sense PPC is a way of purchasing visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most used forms of PPC. This is true because (in theory) if the web based advertisements entice enough customers to purchase a product or service they will pay for themselves. A pay per click advertisement campaign combined with Park City SEO can be an effective strategy for any business with an internet presence in the Park City metro region. This is true regardless of the product or service that the business happens to sell.
For example, say a Park City business sells ski equipment. A localized search engine optimization campaign will employ SEO techniques that are uniquely tailored both to the local Park City population who might have need of ski equipment and it will also be tailored to the potential customer base comprised of the many tourists who visit Park City every year. By uniquely tailored I mean that the search engine optimization campaign will seek to anticipate the search terms that a person who lives in or is visiting Park City and use those search terms as key words in the content of the business’s website. This technique combined with other more complicated search engine optimization techniques will have the effect of drawing these potential customers to the business’s website and thus increasing the likelihood that the business will make a potential sale.
Pay-per-click often works in concert with first-tier search engines (e.g., Google AdWords). According to this model advertisers will bid on keyword phrases that they think will be relevant to their potential customer base. PPC type banner ads are displayed on web sites that have content that is related to the ad. This type of advertisement is also very common of social media platforms. Websites that use PPC ads will display an advertisement in response to a keyword query that matches the advertiser’s keyword list or when relevant content is displayed on a website. These types of advertisements are called sponsored sponsored ads and they commonly appear along side of organic (i.e., non paid) results on the search engine results pages.
Accordingly, a Park City SEO campaign aimed at potential customers living in or visiting Park City combined with a PPC advertising campaign can be an effective means of marketing. Of course the success of any advertising campaign will depend on the effectiveness of the advertisement itself in enticing the potential customer to click the ad but that is the subject of another blog post.