The local business marketing has an ultimate guide. Perry Marshall is a Google AdWords expert and also a great lead generation expert. Taylor Zamir introduces you to the basic framework behind a successful local marketing campaign. Perry and Zamir have explained the differences between Search engine optimization and PPC in the edited excerpt.


Why one is head above the other whenever it comes to search results has also been explained. There is a huge question when someone is utilizing Google in order to reach the ideal prospects. The question asked is usually about the best method to get in front of the prospects and get them to contact.

Ultimately, there are two main ways in which a local business can ultimately reach prospects. The prospects are to be reached or attained on Google. It is essential to understand what they are and also the difference between them. There are two strategies which are search engine optimization (SEO) and also the pay-per-click or the PPC marketing methods.

What the localized SEO is concerned with is getting a certain website ranked highly in the map. Also, there are the organic search listings on Google. This is for keywords related to the business. In the organic results, there cannot be any payment for placements. Google possesses an algorithm which hugely determines where each page on the website ranks due to the various keywords.

With local SEO, many people can ultimately try to notch up the algorithm to get the website ranked properly. The desired rank is higher than the websites of the competitors for the best keywords related to the business.

PPC is known variably as paid advertising on Google. The PPC advertisements are displayed above the organic search results as well as down the correct side of the search results. There is one main thing to understand. PPC, very prominently features ads. The ads are often displayed on the top of the Google search results page. The top three results usually are ads for a local search.

The top three results being ads is one feature that will not change about how the search engine results page looks. This is because obviously Google makes most of the money from these ads. We also have the maps listings. After these the organic search results follow. Ultimately, it is essential to understand that most of the people will surely click on the results that are at the top of the page.

The top of the pages are exactly where the advertisements that make Google money are positioned pretty well. Above the fold results are the ones who you see when you firstly land on the page before you scroll down. You will definitely notice that the majority of the spaces are taken up by paid ads before you scroll down any Google search.
For any organic results, there is often no room left at all. Unless absolutely people have to, they will never scroll downwards. This is because ultimately, they are lazy. Above the fold, if they find what they are looking for, they do not need to go any further.

Due to the aspect of not going further to look, one of the main advantages PPC has over SEO is the prime positioning on the search results pages. You can definitely launch a campaign almost immediately with PPC. Next, the advertisements will begin appearing on page one of Google. SEO by comparison is a long-term investment.

At least three to six months’ worth of wait is necessary to typically begin seeing any sort of results. It could even take over a year in a competitive market. This definitely means that an SEO firm can be hired for $1,000 or $2,000 a month. This also depends on how aggressive you need to be. You can retain them for six months or twelve months.


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About Author

Pawan Sharma

Author Pawan Sharma

Pawan Sharma carries an extensive experience of 15 years of him. He has been working as a professional in digital marketing and established himself as a digital leader. He plays a very critical role in designing and implementing methods and procedures for agencies and end clients.

His core expertise includes product management, training, quality assurance, team management, and digital marketing consultation.

His work across multiple disciplines broadly addresses narratives of internet search experience. He will help you understand Search Engine Optimization in a way to improve your website so that it will appear closer to the top positions in the search results of Google, Yahoo, Bing, or other search engines.

Digital Marketing Expert (Obelisk Infotech)