Why you should update stale content (and how to do it)
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Organic traffic versus paid advertising has been a source of debate ever since AdWords joined the search engine marketing party in 2000. And marketers continually come up with new theories as to which one of these practices is more beneficial. Basically, when it comes to boosting traffic to your real estate website, you have two available options: pay-per-click or search engine optimisation.
Search Engine Optimisation
SEO is the process of getting traffic from the organic search results, by optimising your website and content. However, SEO is not only about ranking higher in search results but is also about becoming the authority for real estate solutions.
Once set up, SEO produces a lower cost per lead, than any other form of paid advertising and becomes a ‘tangible’ resource and marketing asset that you, as a real estate business, own.
Pay Per Click
Also referred to as cost per click, PPC is an internet marketing practice in which you pay for advertising space for specific keywords on search result pages, this is a way of buying visits to your real estate website instead of earning them organically.
PPC delivers a higher cost per lead than SEO, but you don’t have to do much in terms of setting it up. While being a powerful marketing tool, PPC can be seen as an expense and is a short-term solution - as this resource rented from Google and can’t be owned.
So, which one is better?
Let’s think about PPC and SEO in a way to which we can relate. Consider PPC as renting and SEO like buying a home:
Pay per click is a fantastic way to launch any digital marketing efforts with near instant effect. Search engine optimisation does take some time but is highly important for the quality of your website and how it is indexed. When properly executed, both PPC and SEO can secure a top spot for your real estate website on search results. This is why it is not necessary to make an either-or choice when it comes to PPC and SEO when teamed up these marketing methods can be a powerful tool for lead generation.