With a rush to move their companies online, most jobs I currently see advertised are heavily recruiting those with strong PPC (Pay-Per-Click) ad experience.
So what is PPC? Pay-Per-Click is an internet advertising model in which a company pays a search engine to boost their companies visibility on the first page of search engines.
Most users never go beyond the first page of a search engines, The use of PPC drives the business to the top of the search engine where it is most likely to generate leads to your website. While PPC can be used effectively to raise a company profile on search engines, it can only be cost effective if the site is leads to is also strong.
From an ROI perspective as a freelancer, money is better spent developing a strong website with all the information a user needs to make a decision about whether you are the right company for them. Search Engines have plenty of free tools to help increase your profile. Google’s Google Business Listings offer you a chance to claim ownership of a listing provided by Google that provides analytics including how users find your listing or website on their search engine. These insights can provide invaluable tips on how to tweak your Search Engine Optimisation (SEO).
I was recently with a new client coming onboard to manage their digital profiles. They had recently been contacted by telephone by a company claiming to specialise in SEO. Their sales person assured them their 12 month contract would include periodical SEO to ensure they stayed at the top of search engines like Bing and they would do this by buying domains which would re-direct to the company website. As my client filled me in, my heart sank for many reasons. Buying domains and redirecting to one site is commonly known as ‘Domain Squatting’. this is not how a good company should base their SEO efforts. Not performing SEO on Google was a big red flag. Google is the top search engine used worldwide. Why wouldn’t effort be focused there? A quick Google search of company soon showed hugely negative reviews. Slightly panicked my client got the company on the phone and tried to cancel his contract. He explained he was bringing in a digital marketer and put the call on speaker phone. I then listen to a tirade of abuse about my skills from a person who knew nothing about my skillset. They ended the call by reminding my client he had agreed to a 12 month non opt-out contract over the phone and he would get their service whether he wanted it or not!
For every company trying to emerge in a digital marketplace, there are just as many companies offering their services. The huge perk of freelancing and having your own business is being able to select your clients. At Defiant, I work with companies I believe in that I would use myself. My belief in your business helps me create the engaging content that resonates well with carefully selected audience across all platforms to ensure your investment yields tangible results.
Defiant Media & Marketing 