Investment in Digital Marketing

Investing in SEO vs Investing in SEM: Which is Better?

Investment in Digital Marketing

In digital marketing, gaining web traffic is the main objective when doing investment in the optimization for SEO, web positioning in search engines such as Google, or when launching an advertising campaign in SEM search engines based on the PPC campaigns (Pay Per Click) such as Google Ads. Although both paths lead to gaining visibility of the company in web search engines and take you to the same destination, the scenario to choose between SEO and SEM is different since both SEO and SEM are completely different paths to achieve the same.

Some ingredients are needed to make your investment in an advertising campaign with Google Ads (SEM) that can give you the expected results, but this requires professional experience and techniques. As for SEO, when done with passion and following the rules that the search engines dictate, it can become more economical and effective than the SEM, but it requires much more time and effort. So how to solve this dilemma?

At GSS Webtech IT Solutions, we employ both SEO and SEM techniques to obtain the desired results for our clients. However, as an IT company offering full-fledged IT solutions, we must keep you informed about the optimum strategy that works the best for you. So, SEO or SEM? How to make the best choice? This post will help you understand when to invest in SEO or SEM according to the circumstances of your marketing strategy.

Before we delve deep into discussing which Digital Marketing strategy suits your company better, let us understand what SEO and SEM mean.

Search Engine Optimisation:

Search Engine Optimisation or SEO is the process of getting traffic to your website by optimizing your webpages to such an extent that it pops up on the search engine results which in turn diverts the web traffic to your page. This kind of web traffic is also called as ‘organic traffic’ or ‘natural traffic’.

Climbing the Search Engine Position

The way to optimize a website for its good positioning in web search engines, mainly Google, has been changing in recent years. Fortunately, the rules of the game are clearer than ever and, if we follow the parameters of Google and other search engines, good results are achieved. However, you also have to evaluate the cons when it is urgent to generate organic traffic. Of course, investing in SEO ensures you improve your organic traffic, the one that is not free, but the million-dollar question here is whether this is achieved in the short, medium or long term, and how long the company can afford to wait until receiving those potential customers on your website.

SEO ensures you improve your organic traffic but, before investing in it, you must define your goals and evaluate how much time it takes and if you can wait until you get results. Depending on the plans you have for your business, your objectives and the time available, investing in the SEO optimization of your website could be very useful when it comes to gaining visibility in web search engines such as Google and traffic to your website, at a cost very economical, compared to the costs of advertising in web search engines, such as Google Ads. But, if you can’t afford to wait to get the benefits of the SEO campaign, which can sometimes be up to 12 months, maybe contemplating investing in an intense and fierce advertising campaign with Google Ads will help you gain visibility in a short period.

Search Engine Marketing:

Search Engine Marketing or SEM is a form of digital marketing that involves promoting your website on search engine result pages by shelling out money. When search engines promote a website, it gets a major visibility boost when compared to organic traffic routing and is often a part of paid advertising campaigns. The traffic so obtained is referred to as ‘inorganic traffic’.

Sponsored Listings in SERPs

The practice of marketing a business online using paid advertisements on search engines like Google or Bing is nothing but Search Engine Marketing. Businesses who want to advertise on search engines start bidding on keywords. Keywords are a set of words that internet users enter in search engines when searching/looking for a product or service. Purchasing such frequently typed keywords takes place through a bidding process, after which, businesses advertise their products/services using those keywords. In doing so, their advertisements alongside the results for those search queries. Although an ingenious way to cut short the organic climb, it burns a hole in the pocket.

Advertisement campaigns, also known as pay-per-click ads, come in various sizes and shapes. They can be just text-based advertisements that easily convey vital information or even visual-based advertisements like product listing ads that allow customers to see important information at a glance.

The biggest advantage of SEM is the opportunity it offers the advertisers to display their ads to customers who are motivated to buy a product, especially at the precise moment when they are ready to make a purchase. This facility to influence the decision of a motivated customer at the last moment is extremely powerful and effective. As no other medium provides such an opportunity, SEM plays a very important role in developing businesses.

Bottom line: SEO or SEM?

Regardless of the size of your business, you have to agree to the fact that your business, or any business for that matter, has a unique audience. When it comes to reaching the audience, both SEM and SEO contribute equally to that cause. However, the results are entirely dependent on the marketing and business goals of the business.

For businesses that are not at the liberty of investing money in PPC advertising, SEO makes complete sense. And for other businesses who have no dearth for monetary resources but are running short of time, SEM is a lucrative and beneficial option with PPC campaigns.

No matter what field your business is in, it is very imperative that you plan, analyze and set the goals for your business that can bring about an improvement in your business objectives. By leveraging the right method of online marketing strategy, your business can reach new heights of success.

Search Engine Optimization for Business

A Brief Introduction to Search Engine Optimization (SEO)

Search Engine Optimization for Business

Alright, let us keep it short, simple, sweet and straight-forward. SEO is brief for Search Engine Optimization. Trust us; there is no real mysticism to it. SEO is a measurable, repetitive method used for sending signals to search engines shown in the Google index on your websites.

In essence, Google employs a complicated mathematical formula called an algorithm to show every website and every Google search engine which site should be the most suitable tool for what individuals want.

For the sake of convenience, assume the algorithm like a collection of empty buckets. While one bucket gives you a score for the quality of your site, another bucket gives you a score for how many sites link to you, and a third bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website.

There are several methods and ways to affect your website ranking and scores. Your website’s search engine ranking can be affected positively by having the highest score for quality of the website, having the highest score in terms of authority of your website (domain and page) and by having the highest score in terms of visitor’s trust and the redressal available for their queries.

However, there is a brilliant aspect to it. Consider there are a hundred buckets. For every single one of these buckets, these scores that put together in the algorithm to figure out where you rank. Now, that is an opportunity for you to fill it up. As scores fill up, the resultant yield is better ranking. So, to optimise your site for search results actually means obtaining highest scores in as many of these points as you possibly can.

Since we are talking about several buckets for the sake of convenience, we need to also make it clear that there are a few buckets that are way more valuable and worth more than all the others put together. Out of some of them, let us address three buckets for now that aid in building up your search rankings – quality, trust and authority.

  1. Quality

So, keep in mind that Google is always trying to measure the websites by the unique offerings that these websites put forth for the customers. When websites offer products that are valuable and important in a creative sense, Google identifies and displays it for the searchers.

Imagine that you are a seller and are trying to sell a t-shirt online with the same description that every other t-shirt seller is using. In this case, Google considers that you are not offering anything unique and hence does not show it to the searchers/customers.

Despite having cool and trendy t-shirts up for sale, you might be wondering what the problem is. It is the content. Since Google cannot come and verify the genuineness of the quality of the products, you need to describe your product in a more unique and different manner to make it stand out from the rest.

Be more descriptive and try to be as unique as possible. Offer them certain features like t-shirt personalisation, additional offers, stain resistance properties etc. Describing about the perfect occasion to wear the t-shirt also helps Google identify it easily.

In short, don your thinking hats and get creative. Ask for product reviews from the customers and ask a couple of them to share images of the purchased order to check the veracity of the product. Pay a celebrity to wear your t-shirt and get his/her pictures clicked for the advertising campaigns. Do everything in your might to let Google know that you are way better than the competition.

  1. Trust

The second most important bucket that you need to be aware of while filling up the buckets with scores is the trust. Trust factor helps a lot during the website ranking process. Always remember that Google does not want to show any website for the sake of it. It wants to show the best websites among the crowd, the ones that are trustworthy.

In fact, Google has indicated in the past that it likes to penalize sites, stores or enterprises that constantly garner bad reviews. In case your company has been getting bad reviews persistently, Google will figure that in time eventually. And when that happens, Google removes your website from their search results due to your website’s bad track record and also due to the fact that it simply does not allow for poor performers on its search list.

So, prove to Google that your website is worthy enough to be in their top search results. To build that level of trust, get other highly authoritative websites to post a do-follow link to your website on their domain. Get featured in newspaper articles and blogs with links posted to your website. In doing so, you will be able to achieve high credibility and a good trust factor.

  1. Authority

Yet another important bucket to fill the scores with is the authority. Google always wants to display in their results the websites that are most popular. If there is a reputed t-shirt seller online, it denotes that people are searching for their products. Evidently, Google wants to show only such websites in their search results. So, you have to send clear signals to Google that your site is the most popular site for the kind of t-shirts that you sell.

You could do so by building a dedicated customer base on social media. Get them to share your website on their profiles, obtain a couple of testimonials for the quality of your products and create a buzz about your product on the social networking platforms. When people talk about you, that is when Google recognises your authority and that gives you an opportunity to fill your bucket with scores that you want.


In short, Search Engine Optimisation is a fool-proof method to showcase to search engines that your website is the best site, the most unique and interesting, the most trusted and the most authoritative of all the sites that they can offer in their search results. As a result, Google will recognise your website and confidently offer your website to their customers – the searchers. In turn, your page will rank on the first page of Google.

Digital Marketing vs Traditional Marketing : Advantages and Benefits

Digital Marketing VS Traditional Marketing: Advantages

Digital Marketing vs Traditional Marketing : Advantages and Benefits

Marketing can be described as the act of connecting with customers with an offer to persuade them to purchase a product or subscribe to a service. In any form, marketing is one of the main operations in which every company has to participate, as no company can survive without efficient marketing and advertising.

Digital marketing can be described as any action partaken to promote goods and services using any electronic media. This is primarily an online activity that intends to sell goods or offer valuable services.

With the advent of the digital era, much of the quality time is spent by millions of people poking around digital platforms. Businesses are becoming increasingly aware of this fact and thus taking advantage of these platforms’ popularity to promote their goods and services.

When it comes to marketing, it is all about proper timing. When you connect with the right people at the right place and right time, much of the work is half done. Especially when customers are pondering their time online, then that is where bountiful opportunities await for marketing.

Regardless of the type of the company, be it product-oriented or service-oriented, the benefits of subscribing to digital marketing services are immense. Considering the fact that digital marketing happens in the calculable amount of time (read instantaneously), its advantages over traditional marketing is enormous. Here are some of those benefits that we deem worth mentioning:

Low Cost

The cost of marketing and advertising is one of the biggest financial burdens companies have to bear. While a large business may not have so much difficulty spending millions on marketing and advertising, this may be impossible or an unbearable nightmare for small companies. Marketing via digital platforms offers a more affordable alternative to traditional methods. The impact created by such methods is equivalent yet prove to be cost-effective at the same time.

Transactional or direct emails can be sent to thousands of customers on your list by subscribing to an email marketing provider at just the cost of a few cups of coffee. Seems unbelievable, but it is true.

Return on Investment

For any company, nothing matters more than the return on the investment it makes. On small investments, digital marketing offers a substantial return. When compared to traditional marketing techniques, email marketing or running advertising campaigns on social media platforms cost less considerably.

Calculable Results

It is easy to ascertain the success or otherwise of a digital campaign. Compared to traditional methods where you have to wait weeks or months to evaluate a campaign’s veracity, you can almost immediately know how an ad is performing with a digital campaign.

Several software tools help keep a tab on the ongoing campaigns. Email marketing software keeps a track on the performance of emails, fetching specific results like how many were delivered and how many were read. These tools also learn about email conversion rates.

Another powerful software tool is Google Analytics that measures specific goals to be achieved on a blog or a website. Likewise, there are other software tools like Google AdWords manager that help monitors the performance of advertisements published on Google.

Flexibility & Adjustability

An ad’s performance knowledge will educate a company about how to proceed. It’s easy to invest more in it with just one click for an ad campaign that performs well. But it can be adapted accordingly or stopped completely with ease for an ad that does not deliver as anticipated.

It is more rigid in traditional marketing as a mountain of paperwork has to be signed and in most cases these agreements are long-term or medium-term. So even if a campaign does not perform as expected, subscribers will still have to wait for the agreed period to expire.

Brand Development

Businesses can utilize their digital platforms to develop a brand and their reputation. Some of the ways a business can build its brand include a well-developed website, a blog with quality and useful articles and a highly interactive social media channel.

Specific Targeting

The traditional marketing techniques utilizes the spray and pray technique, where an ad goes over a platform with considerable access, in order to create a favorable strategy for a handful of individuals who enjoy what they see, hear and read. On the other hand, marketing over digital platforms allows for targeted campaigns when advertisements are presented to clients according to their preferences. Take, for example, the transaction e-mails, which will only be sent to customers after their actions to the business (e-mails confirming order, receipt and password restart). This means that customers only get what they want.

Social media platforms often have a very intelligent algorithm to investigate and compile preferences among users. This shows specific ad campaigns only to users with a particular inclination. This helps increase the probability of sales and further reduces marketing costs.

Global Reach

With the aid of digitization, the whole world has come together on a single platform – the internet. Digital marketing makes advertising campaigns available worldwide. This provides small start-ups the rare chance to go worldwide through the huge exposure. The Internet is full of stories about start-ups that, over a small period, were extremely successful thanks to the opportunity that marketing on digital platforms created, thanks to the global nature.

Customer Fragmentation

In addition to the digital marketing, campaigns are aimed at individual customers, customer fragmentation is also possible. Fragmentation is the process in which large groups of customers are further classified into smaller groups of customers. Fragmentation improves the likelihood of sales and reduces costs. However, sufficient information from subscribers must be collected for fragmentation to be effective.


In this highly competitive corporate world, the key to remain relevant and maintaining customers is to ensure continued engagement with your audience. Efficient marketing enables companies to remain competitive and meaningful through various digital media channels with clients. These platforms enable companies to answer customer questions, mitigate misunderstandings and even generate revenues. This is achieved regularly via useful blog posts, newsletters, shows and promotions. The concept is to keep your customers’ attention while creating a reliable reputation as long as possible.

Inbound and Outbound Lead Generation

A Brief Insight on Inbound and Outbound Lead Generation for Beginners

Inbound and Outbound Lead Generation

Over the last century, marketing has experienced radical changes, driven by advancement in technology, the development and growth of research and the consequent democratization of information. Ten years ago what worked to accomplish in generating leads is hardly as effective now, especially when buyers are much more empowered about their decisions and purchasing processes.

Given that customers now carry out a vast majority in their internet research and seller choice without having to look at advertises, email messages and cold calls to fix issues, the efficacy of these ‘outbound ‘ techniques has decreased dramatically. As a result, inbound techniques instead have been created, that better align with the buyer’s attitude.

Inbound Lead Generation

Inbound lead generation is the development and transformation of contents and campaigns to website visitors. This is done through the discovery of your brand online, on search engines, on social media platforms and using useful material to enable tourists to exchange data-their contact data in return for their understanding, so that continuous communication is accomplished.

The emphasis here is to allow customers to regulate the channel (time and location) of the commitment and to exchange data – whether or not they choose to do that. Value is used to create confidence, to gain attention and to create a connection in the form of the content.

Besides matching purchasers’ preference for time and time, incoming lead generation campaigns are aimed at helping rather than selling. Helping buyers identify, investigate, solve and decide better buying conditions will make it easier to reach buyers at a previous stage in decision-making, build confidence and develop the capacity to impact the buying procedures positively.

You can consider the inbound to provide a trail of information and encouragement to your brand and, hopefully, to the bottom of your funnel. Inbound lead generation makes the most of search engines and social media platforms to connect opportunities to your content. Tactics that can be viewed as inbound include content commercialization, blogging, SEO, lead nurturing, live chat/message and programmatic advertising in some respects.

Outbound Lead Generation

On the other side, outbound lead generation consists of sending or pushing out messages to a target crowd, whether they have requested them or demonstrated an interest in the contents. In this situation, the moment and location of the interaction – called “interruption marketing”– are chosen by you rather than your prospects.

Some of the typical strategies used in B2B marketing include mass email, cold calling, display ads and direct mail, depending on how they are used.

Most of the outbound strategies involve a paid shipping system, adding to any campaign costs. This contributes to the danger and therefore tends to affect the sales and educational campaigns.

Inbound and Outbound Lead Generation – Similarities

These two distinct methods to lead generation seem to actually have only two similarities:

  1. The goal is to create leads or demand.
  2. Both approaches involve a strong knowledge of target audience segmentation.

Inbound and Outbound Lead Generation – Differences

Who controls the time and location of all activities, from content consumption to data exchange, is a basic distinction between inbound and outbound leading methods.

You let prospects decide this stuff mainly in an inbound approach. You let prospects find out when they have the correct time and by how they choose.

In outbound lead generation, it is you and not your prospect, that (try to) decide when you see advertisements, call or mailings, without understanding or attention to the ease of the prospect’s schedule.

The inbound assets are also longer than the outbound ones. Evergreen content can generate leads long after it has initially been produced, for instance. On the other hand, outbound campaigns are usually finite, short and long, primarily because of their greater price and risk profiles.

Typically, the price profile of an outgoing campaign is brief and high. This is partly because you have to handle the danger of failure -you want no successful outbound campaign running for a long time, because the price of the distribution systems used (publicity, postal or telephone job) is comparatively large.

Meanwhile, in inbound method, campaigns typically involve reduced expenses and are distributed over a longer period. There is no obligation to purchase the distribution technique, so the traffic is generated and not purchased. Costs can obviously mount long-term in inbound campaigns. However, with the compound yields provided by reception tactics, the price per lead should be smaller over time. Typically, the price per campaign lead will be the same and can increase even more when the creative ones are not renewed and the target audience is tired of them.

Which Method is Apt?

In general, it is undeniable that the outbound lead generation techniques, particularly in B2B marketing, have become less efficient. While outbound strategies do not go completely dead in the water and continue to be part of the B2B marketing and sales combination, inbound has become a much stronger basis for development. The fact that beginning with inbound lead generation means lower risk and offers a further reduction in the price of composite yields over time.

Lead Generation Process

A Layman’s Introduction to Lead Generation

Lead Generation Process

Lead generation may seem like a bit of a catchphrase and in the last few years, it has surely gained momentum. In fact, it relates to a notion that may be as ancient as marketing itself. But, precisely what is it? Take a look at how lead generation operates and find out some examples of how you can use it to foster new interest in your company and its business.

What is a Lead?

A lead is usually someone who has expressed interest in the products or services of your business. There is a general difference in perspective as to how an individual is interested in order to be considered a “lead”, but it is rather straightforward in the context of lead generation.

The individual must have demonstrated interest in dealing with you by exchanging contact information with you, generally in anticipation of further interaction (including advertising) from your company. The word, therefore, can be used with a “prospect” in certain interchangeability, but this is again open to interpretation.

If anyone shares their information in such a manner, this is usually a declaration: “I want this company to stay on my radar because I might want it in future.” If and when that happens, it is a good position for your company to be in with good prospects in the future.

What Is Meant By Lead Generation?

Therefore, lead generation is any practice you perform to generate new leads and have them share some of their essential information with you. It is good if someone is introduced to your marketing products and is interested in what you do, but clearly, it is more important to capture their contact information for you to maintain contact with them and to market to them your services or products further.

The continuing marketing and maintenance of the relationship is the key, but without your contact details, it obviously cannot be done! Notwithstanding the manner in which you collect information from stakeholders, the purpose is to make further contacts to promote sales.

Application of Lead Generation

You have probably found more than a few websites with pop-up windows persuading you to download a helpful resource or whitepaper in return for your email address. This is one of the basic applications of lead generation. The resource they provide is like a carrot pushed before you to convince you to divide yourself from your valuable information. Therefore, the resource is called a “lead magnet,” and this is one of the best-known and easy techniques for lead generation.

Types of Lead Generation: Offline Vs Online

Fundamentally speaking, there are two types of lead generation – online and offline. Whilst attempts to generate online leads appear to be highlighted in our digital era, there are also methods to generate leads offline. Let’s look at a couple of instances for each:

Online Lead Generation

  1. Pop-up windows convince readers to download a free resource in return for some information.
  2. Free webinars, demonstrations or workshops on a particular product or service for which individuals have to register.
  3. Targeted publicity in social media, which may indicate a lead magnet or a technique of information collected from interested parties.
  4. Encourage your blog readers to be email subscribers by emailing each time a fresh post is issued.

Offline Lead Generation

  1. Connect or display at corporate events and capture the information of interested parties.
  2. Host a free workshop or networking event to be pre-registered by individuals.
  3. Speak at a corresponding business event and give interested parties a free call for discovery and consultation.
  4. Publicity on TV, radio or print media and indulge in public relations activities to encourage individuals to get in contact with each other.
  5. Run a postal campaign or leaflet drop providing an event or launch free of charge.

No matter what you do, your decision to generate leads will rely strongly on your budget and the public whether you follow online or offline techniques (or a combination of both of them). In general, online channels are considered cheaper than printed and delivered products and, though this might not always be the case, in particular, printing and distributing costs can frighten some companies which have not much money to play with. Thus, when a business is struggling with money flow, online lead generation can be seen as more desirable.

However, you need to assess what your audience is expected to see and react to, as well as budgetary and reporting issues. For instance, if you provide services to seniors, more ‘ traditional ‘ techniques, such as leaflets or TV / radio ads, are likely to lead to favourable outcomes. Correctly done, the outcomes can be fantastic on both online and offline channels.