How To Do Search Engine Marketing Without Any PPC Spend
Written by Jeremy Rivera and published
If you go to just about any search engine marketing (SEM) specialist, you’ll find out that their main service usually involves pay per click (PPC) advertising. There has been an idea promoted by SEM service providers that SEM is PPC. PPC is only one facet of SEM, and can be one of the more expensive strategies. Especially depending on how that PPC plan is implemented.
It’s true that PPC can work well for websites trying to create immediate exposure, or for businesses that have products they want to sell, but that advertising traffic usually dries up quickly once the PPC campaign is over.
That’s why PPC isn’t always the ideal form of SEM. It can cost a lot of money, and many times only yield short-term results. There are many other ways to market a website, without having to do PPC.
Create Useful Resources and Make it Free
One of the very best ways to drive traffic to a website is to create something that is of value to the user. That something could be an online tool, an entertaining game or video, or a how to tutorial.
The SEO industry is one particular niche where this is particularly true. Raven has created a UTM builder for PPC that’s been helping thousands of PPC users every month.
Once you create that special something, submit it to peer reviewed community sites, like Reddit, etc If it’s truly something people are interested in, traffic to the website will snowball, and organic linking will greatly increase your search engine result pages (SERPs).
Leverage Real World Events For Digital Reach And Visibility
Just because your website is online doesn’t mean that your entire marketing strategy needs to be 100% digital. There’s value in speaking to people face to face, that’s one of the reasons why there are so many great SEO conferences every year.
Go speak at really large conferences/events.
— Victor Pan 🇹🇼🇺🇲 (@victorpan) June 18, 2018
You can create and host an event at your brick and mortar location, host a lunch, hold a meetup at a coffee shop or hold a workshop at a local event venue. There are “event aggregators” that have been created in pretty much every city, from the “big boys” like Evently or Eventbrite to local sites unique to each metro.
When you submit your event details, with a link to your event page or blog post you created to promote it, then it will distribute that content across a broad ecosystem that can include local news websites. Gaining you visibility from searches on those sites, but also some light automated link building that took minimal effort to acheive.
Gain Traffic With Genuine Participation With Online Communities & Subreddits
Participating in online communities (discussion forums, blogs, and social networking websites) is one way to create interest in a website. You’ve got a ton of Q & A types sites like Quora or Webmaster’s Stack Overflow where your genuine participation and contribution can both create a flow of relevant traffic.
Here’s the trick though, you have to be genuine and contribute something of value. If you do, then your efforts will be rewarded and recognized. If you’re just showing up to shill for your product or service though, you will be called out.
So be yourself!
You Can Win Visibility By Participating In Blog Comments
There are literally thousands of blogs that allow users to post messages that include their website address. The sad truth is that most blog owners only ever see totally machine generated tripe submitted to their comment sections.
It’s best to always offer sincere opinions regarding the content that’s being commented on. Although it’s not always going to get through the moderation process, the more genuine you are in your comments the larger the role these can be in driving traffic and creating exposure to a website. Here are some of the best ways to ensure your comment isn’t just marked as spam.
- Don’t just “thank them for their post”, if you want to thank them then you should just share the article.
- Offer a friendly but opposing, opinion on one particular aspect of their post, to create engagement with them
- Ask for clarification of a particular talking point or section
- Offer a real world example where you ran into that topic in action.
Foster Relationships with Highly Ranked Site Owners
Similar to the Online Communities strategy, creating and maintaining relationships with people who edit and maintain well ranked websites (like highly trafficked blogs) can really pay off.
It’s generally best to create a sincere online friendship with site editors, and to try to find items or subjects of interest that you can exchange with them. If you want a really effective way to get onto their radar, you can use the OPEN method of social outreach.