If you’re an online entrepreneur, own a small business or sell coaching online, it’s likely that you’ve used some form of online advertising before.

Finding clients online is a little different to finding them offline. People who have thriving online businesses use two main strategies:

1. PPC Ads (Pay per click ads)
   

   Known originally as PPC, these ads have grown and expanded into various forms. The name typically refers to Facebook Ads, Instagram Ads or Google Ads, although many also use Youtube, Pinterest, Twitter and LinkedIn Ads.

   There are also other less known ads like Yahoo Search Engine Ads, Quora Ads, Buzzfeed etc.

   These type of ads charge for each click and also for showing the ads (impressions) etc. The problem with these ads is that they depend on booking a limited space.

   Social Media Platforms, Google and all the others have limited spots where to show these ads. It’s a difficult balance for the platforms. As the demand for ads increases so does the price. When I started running ads on Facebook in 2012, I used to pay around 90c per conversion, today I pay around 10 to 12 dollars for the same conversion (webinar registration.)

   It’s inevitable.

    

   2. Search Engine Optimisation (SEO)
   

   20 years ago, organic traffic and SEO (Search Engine Optimisation) were pretty easy to figure out. Programmers used it, but the average web designer knew little about it. I was a programmer myself back then, creating websites for screen-readers like Jaws (software used by people with visual disabilities).

   We used to make sure that the software can turn all hidden code into logical descriptions etc so that the blind person can listen to logical content. In a nutshell, we were optimising for bots, and the Google bot loved it.

   Fast-forward a couple of decades to 2019…
   There are so many websites out there today, that unless you optimise your website and content for search engines, it’s not likely your website or blog will ever make it to the first page of Google.

   Search engine optimisation still works, and if you can learn the basics, the long term pay-off is huge.

   As Google develops its algorithm, its goal is to serve more of the right content to the right people. (as do other search engines, though Google does it best) The quality and clarity of the content is becoming increasingly important.

   So if you’re an entrepreneur looking to educate your audience into buying your products or working with you…

   You and Google are on the same side

    

   The great news is that nowadays you need to know less than you think to effectively optimise your website for search engines. As long as you’re willing to create quality content, you can do it, even single-handedly.

   So if you’re already creating a lot of content for social media.
   Just stop and think for a minute… if you got really efficient and created content for a blog on your website every week, you would be growing your free traffic every week and month. Until one day you won’t need pay-per-click ads anymore.

   An interesting twist is that Ads and SEO can be used together very effectively too. Grow your ad audience by putting a Pixel on your website and you can advertise to all the people that landed on your blog when you’re launching. This includes the free traffic that found you in Google.

   This feature is called audience re-targeting and many platforms are now including it as part of the PPC arsenal.
   

How will you take the first step to SEO your content?

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