. There are some very important times when PPC is the best tool for driving SaaS sales. The key is to know when those important times are and when the best time is to begin moving toward SEO.

To explain this to any new client, I tell them that a PPC campaign is like jumping in an Uber, while building an SEO campaign is more like investing in an everyday car. Let me explain.

How PPC Is Like An Uber

It’s late at night. You’ve just had a great time out with your friends, and now you need a ride home. If you’re like me, this is an ideal time to pull out your smartphone and get an Uber. It’s convenient, reliable, and you can be warm and dry and on your way home in minutes.

If you sat down and calculated the cost per mile of using an Uber, it might seem expensive compared to driving your own car. But who does this when you’re out late at night and need a ride urgently? For this sort of situation, it’s worth paying more for the convenience and flexibility. Just like an Uber, PPC advertising is also convenient and flexible.

If you are a new SaaS company in need of sales quickly, launching a PPC campaign is an obvious move. While you’re small, it’s not difficult to fill up your sales pipeline using PPC. Once that pipeline is full, you can instantly dial the campaign down until you are ready for more leads. For a new SaaS company, PPC offers the convenience and flexibility you need while you’re working to get established. When you start to look long term, however, PPC is a relatively expensive marketing tool.

Like an Uber ride, the cost of PPC goes up as demand increases. There are enough relatively inexpensive, less competitive keywords to keep an inbound sales team happy when you’re small—at least in the short term. As SaaS companies grow, however, and as the need for more customers increases, continuing to grow using only PPC gets more and more expensive. Once the traffic from the cheaper keywords is used up, you have to bid for more and more expensive terms to keep growing. This pushes the cost of acquisition to get higher and higher over time until it eventually becomes unsustainable.

How SEO Is Like An Everyday Car

Moving back to our car analogy, there are times when the convenience and flexibility of an Uber ride come at too high a price. For an everyday commute, for example, taking an Uber would get really expensive. To keep the cost per mile of everyday transportation reasonable, it makes sense to invest in an everyday car.

Deciding to use SEO to market SaaS is a similar calculation to buying your own car. Doing SEO well requires an ongoing investment, but like the cost of car ownership, the cost of acquisition through SEO goes down steadily over time.

Home

Let me explain that last point because it’s important: Getting a SaaS company website to rank for important keywords requires time and a significant investment in content. For any SaaS niche, there are thousands of keywords to target, and Google tends to prefer websites that have created a library of good content over time.

Because of the time and investment required, SEO isn’t a good option for new SaaS companies that need to get sales quickly, but as a company grows and matures, effective SEO campaigns are much more realistic.

Getting a website ready to compete for high-value keywords requires hundreds of pages of high-quality on-site SEO content and links from dozens of high-authority websites. Because the time needed is such a significant factor in SEO, it’s much better to start putting these assets together as soon as possible.

Once a website starts ranking, the amount of effort required to maintain those rankings goes down dramatically. This means that in the same way the cost per mile of car ownership goes down the more you drive, the cost per acquisition of sales from SEO gets lower and lower over time.

PPC And SEO Are Complementary Tools

No successful SaaS company can acquire all of the leads it needs from a single campaign. Both PPC and SEO have a genuine role to play in any SaaS marketing strategy. It is important to understand their differences, however, and to know the right times to use them.

Like an Uber, PPC is a no-brainer when convenience and speed are priorities. But when you are budgeting for the long-haul, relying only on ride-hailing apps for everyday transport isn’t a sustainable strategy. For long-term growth with an average cost per acquisition that goes down over time, no SaaS company can afford to ignore SEO.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

We know that links pointing to pages that do not exist, that 404 or some soft 404, are links that are not counted by Google – that is not new. But John Mueller of Google spoke about how sometimes you can redirect old 404 pages and that link may pass to the new page, even if that link is 404ed for years?

To be clear, a link that points to a 404ed page does not count. If that page is 404ed for a year or so, and then you add a redirect, I highly doubt Google will begin to count that link again. But John Mueller said that in some cases, if the links to the two year old 404ed page are super strong, that maybe Google will count it again after you redirect it. Or maybe he was being nice to the person asking the question?

John said “I’d say for for a certain while you can still go back and add a redirect for those individual links that you see like that. I don’t know if after two years it would make a big difference unless there are really strong links that are going to your site and kind of being lost like that.”

This question and answer came up at the 19:43 mark in the video hangout from last Friday:

Here is the transcript:

SEO: Another question is about the broken links on our website where our website has around 40k in pages and doubled the links. So we have around 20k of broken links caused by a migration gone bad from a platform to another platform. Since then we started noticing decrease in organic traffic. We used to rank let’s say for 20k, 25k per day in organic traffic now we’re only getting like 2k to 3k or 4k at max. So do you think it’s a great metric to SEO ranking to remove this these broken links and 404 pages?

John Mueller: When when did you do that migration? Is that longer ago?

SEO: Yes, it happened in 2020, about two years ago now.

John Mueller: My guess is for the most part that doesn’t matter anymore. So it is something I would watch out for with any migration because. Essentially the main thing you want to catch is the situation where someone externally links to your website and that link to your website essentially goes into nowhere. So if you see someone externally linking to a page that is now a 404 page because you forgot to redirect it, that link is is kind of lost. And if you see that happening at a larger scale then those those links are things that you will lose and that can be reflected in the search results over time as well.

I’d say for for a certain while you can still go back and add a redirect for those individual links that you see like that. I don’t know if after two years it would make a big difference unless there are really strong links that are going to your site and kind of being lost like that.

Glenn Gabe summed it up nicely in this set of tweets:

The video goes on to explain what you can look for to see if Google is still trying to access those 404s, hence your log files.

I just doubt a link to a 404 page that has been like that for two years is really recoverable but maybe I am wrong?

Forum discussion at Twitter.

A new article titled “SEO for Law Firms” has been published on the website of Blake Smith, an international digital marketer and search engine optimisation (SEO) consultant from Australia.

In the article published on blakesmithy.com, Blake explains the benefits of SEO for lawyers and how these legal service providers can measure and value their investment in their marketing campaigns. Blake also reiterates what law firms can do to maximize the effectiveness of their SEO campaigns.

Blake Smith explains how optimise their website for better rankings

Blake Smith explains how optimise their website for better rankings

“Law firms succeed at SEO when they understand what searchers are looking for when they are looking online for legal services,” said Mr Smith.

“Identifying the specific legal terms that are often used when people are looking for a type of legal service will help optimise your website for a range of potential keywords. By structuring your website based on the full range of services and potential keywords users are searching for, your law firms will get more traffic, leads and cases. Individual lawyers, attorneys and solicitors can also benefit from publishing this type of content to showcase their individual expertise. Just as law school is and studying for the bar is an investment time and effort, SEO is an investment too” he continues.

https://xn--12cai8elb5azbh0lqa2a1w.net/

According to the SEO guide published on clearwaylaw.com, law firms should be aware of data that demonstrates the importance of the digital marketing. An iLawyer Marketing study included 1040 participants from the United States. They were asked to imagine a situation of being in a car accident that wasn’t their fault and looking for a personal injury lawyer. According to the research “86 percent responded that they would use Google”.

A Google algorithm update to the local search results in Google Maps may also have a singificant impact on law firms. The official Twitter account for Google Search Central recently tweeted out “Our November 2021 local search update has concluded. It began Nov 30 and ran through Dec 8. It involved a rebalancing of various factors we consider in generating local search results.” SEO experts theorise this could have a significant impact on local search results and firms that rely on Google Maps for leads, forcing the firms to diversify their lead generation campaigns.

Law firms may be able to improve their traffic from Google by publishing more long-form content. An article published at legalsites.com.au claims “Long-form content compliments other Google ranking factors. Including time-on-page, attracting more backlinks, outbound links, keywords, heading tags and more.”

Blake is available for SEO and digital marketing projects. Blake’s specialties are digital strategy, SEO, content marketing and paid media campaigns.

Any law firms interested in improving their digital presence and generating more leads and sales online, can call Blake Smith or visit his website at blakesmithy.com for more information. Blake offers complimentary discovery calls and offers obligation-free quotes for all projects.

###

For more information about Blake Smith SEO Consultant, contact the company here:

Blake Smith SEO ConsultantBlake Smith+61 02 84136405[email protected]Sydney, Australia

DENTSPLY SIRONA (NASDAQ:XRAY – Get Rating) was downgraded by TheStreet from a “b-” rating to a “c+” rating in a report issued on Friday, TheStreetRatingsTable reports.

Other research analysts also recently issued research reports about the stock. Morgan Stanley initiated coverage on shares of DENTSPLY SIRONA in a research report on Monday, January 31st. They set an “overweight” rating and a $62.00 price objective on the stock. Credit Suisse Group lowered their price objective on shares of DENTSPLY SIRONA from $68.00 to $67.00 and set an “outperform” rating on the stock in a research report on Tuesday, March 1st. Robert W. Baird lowered their price objective on shares of DENTSPLY SIRONA from $78.00 to $67.00 and set an “outperform” rating on the stock in a research report on Friday, February 18th. The Goldman Sachs Group lowered their price objective on shares of DENTSPLY SIRONA from $66.00 to $59.00 and set a “neutral” rating on the stock in a research report on Tuesday, March 1st. Finally, Barrington Research lowered their price objective on shares of DENTSPLY SIRONA from $79.00 to $72.00 in a research report on Tuesday, March 1st. Two research analysts have rated the stock with a hold rating and six have assigned a buy rating to the company’s stock. Based on data from MarketBeat, DENTSPLY SIRONA presently has a consensus rating of “Buy” and a consensus price target of $66.00.

Shares of NASDAQ XRAY opened at $49.25 on Friday. The firm’s 50 day moving average price is $52.89 and its 200-day moving average price is $55.07. The company has a market cap of $10.71 billion, a PE ratio of 25.65, a P/E/G ratio of 0.70 and a beta of 0.89. DENTSPLY SIRONA has a 52-week low of $47.40 and a 52-week high of $69.54. The company has a debt-to-equity ratio of 0.38, a quick ratio of 1.12 and a current ratio of 1.55.

DENTSPLY SIRONA (NASDAQ:XRAY – Get Rating) last issued its earnings results on Monday, February 28th. The medical instruments supplier reported $0.76 earnings per share (EPS) for the quarter, missing the consensus estimate of $0.79 by ($0.03). The firm had revenue of $1.09 billion during the quarter, compared to the consensus estimate of $1.13 billion. DENTSPLY SIRONA had a return on equity of 12.51% and a net margin of 9.90%. The company’s quarterly revenue was up .6% on a year-over-year basis. During the same quarter in the prior year, the company posted $0.87 EPS. On average, analysts forecast that DENTSPLY SIRONA will post 3.12 earnings per share for the current fiscal year.

A number of institutional investors and hedge funds have recently added to or reduced their stakes in XRAY. NuWave Investment Management LLC increased its stake in shares of DENTSPLY SIRONA by 172.8% in the fourth quarter. NuWave Investment Management LLC now owns 502 shares of the medical instruments supplier’s stock worth $28,000 after purchasing an additional 318 shares in the last quarter. Exchange Traded Concepts LLC increased its stake in shares of DENTSPLY SIRONA by 39.4% in the third quarter. Exchange Traded Concepts LLC now owns 786 shares of the medical instruments supplier’s stock worth $46,000 after purchasing an additional 222 shares in the last quarter. Dark Forest Capital Management LP purchased a new stake in shares of DENTSPLY SIRONA in the third quarter worth $50,000. National Bank of Canada FI purchased a new stake in shares of DENTSPLY SIRONA in the fourth quarter worth $55,000. Finally, Covestor Ltd purchased a new stake in shares of DENTSPLY SIRONA in the fourth quarter worth $90,000. Institutional investors and hedge funds own 97.32% of the company’s stock.

About DENTSPLY SIRONA (Get Rating)

Dentsply Sirona, Inc engages in the design, manufacture, sales and distribution of professional dental products and technologies. It operates through the following segments: Technologies and Equipment and Consumables. The Technologies and Equipment segments comprises dental technology, equipment and healthcare consumable products such as dental implants, laboratory dental products, computer-aided design and computer-aided manufacturing systems, imaging systems, treatment centers and consumable medical device products.

Featured Stories

Analyst Recommendations for DENTSPLY SIRONA (NASDAQ:XRAY)

Want More Great Investing Ideas?

Receive News & Ratings for DENTSPLY SIRONA Daily – Enter your email address below to receive a concise daily summary of the latest news and analysts’ ratings for DENTSPLY SIRONA and related companies with MarketBeat.com’s FREE daily email newsletter.

DENTSPLY SIRONA Inc. (NASDAQ:XRAY) Shares Sold by IBM Retirement Fund

IBM Retirement Fund reduced its position in DENTSPLY SIRONA Inc. (NASDAQ:XRAY – Get Rating) by 40.7% during the 4th quarter, HoldingsChannel.com reports. The institutional investor owned 3,629 shares of the medical instruments supplier’s stock after selling 2,489 shares during the quarter. IBM Retirement Fund’s holdings in DENTSPLY SIRONA were worth $202,000 as of its most recent filing with the SEC.

A number of other institutional investors and hedge funds have also recently made changes to their positions in the business. NuWave Investment Management LLC grew its stake in shares of DENTSPLY SIRONA by 172.8% during the 4th quarter. NuWave Investment Management LLC now owns 502 shares of the medical instruments supplier’s stock worth $28,000 after purchasing an additional 318 shares during the period. Exchange Traded Concepts LLC grew its stake in shares of DENTSPLY SIRONA by 39.4% during the 3rd quarter. Exchange Traded Concepts LLC now owns 786 shares of the medical instruments supplier’s stock worth $46,000 after purchasing an additional 222 shares during the period. Dark Forest Capital Management LP acquired a new position in shares of DENTSPLY SIRONA during the 3rd quarter worth $50,000. Signaturefd LLC grew its stake in shares of DENTSPLY SIRONA by 92.1% during the 3rd quarter. Signaturefd LLC now owns 1,581 shares of the medical instruments supplier’s stock worth $92,000 after purchasing an additional 758 shares during the period. Finally, First Horizon Advisors Inc. grew its stake in shares of DENTSPLY SIRONA by 516.4% during the 3rd quarter. First Horizon Advisors Inc. now owns 1,541 shares of the medical instruments supplier’s stock worth $118,000 after purchasing an additional 1,291 shares during the period. 97.32% of the stock is currently owned by institutional investors.

DENTSPLY SIRONA stock opened at $49.25 on Tuesday. DENTSPLY SIRONA Inc. has a 12-month low of $47.40 and a 12-month high of $69.54. The stock has a market capitalization of $10.71 billion, a P/E ratio of 25.65, a P/E/G ratio of 0.70 and a beta of 0.89. The firm’s 50-day moving average is $52.89 and its two-hundred day moving average is $55.07. The company has a debt-to-equity ratio of 0.38, a current ratio of 1.55 and a quick ratio of 1.12.

DENTSPLY SIRONA (NASDAQ:XRAY – Get Rating) last released its quarterly earnings results on Monday, February 28th. The medical instruments supplier reported $0.76 earnings per share (EPS) for the quarter, missing the Thomson Reuters’ consensus estimate of $0.79 by ($0.03). DENTSPLY SIRONA had a return on equity of 12.51% and a net margin of 9.90%. The firm had revenue of $1.09 billion for the quarter, compared to analyst estimates of $1.13 billion. During the same period in the prior year, the business earned $0.87 earnings per share. DENTSPLY SIRONA’s revenue for the quarter was up .6% on a year-over-year basis. As a group, analysts forecast that DENTSPLY SIRONA Inc. will post 3.12 EPS for the current year.

The business also recently announced a quarterly dividend, which will be paid on Friday, April 8th. Investors of record on Friday, March 25th will be given a $0.125 dividend. The ex-dividend date of this dividend is Thursday, March 24th. This is a boost from DENTSPLY SIRONA’s previous quarterly dividend of $0.11. This represents a $0.50 annualized dividend and a dividend yield of 1.02%. DENTSPLY SIRONA’s dividend payout ratio (DPR) is currently 22.92%.

A number of equities analysts have recently weighed in on the stock. HC Wainwright lowered their price target on shares of DENTSPLY SIRONA from $66.00 to $58.00 in a research note on Tuesday, March 1st. Credit Suisse Group dropped their target price on shares of DENTSPLY SIRONA from $68.00 to $67.00 and set an “outperform” rating for the company in a report on Tuesday, March 1st. Morgan Stanley assumed coverage on shares of DENTSPLY SIRONA in a report on Monday, January 31st. They set an “overweight” rating and a $62.00 target price for the company. The Goldman Sachs Group dropped their target price on shares of DENTSPLY SIRONA from $66.00 to $59.00 and set a “neutral” rating for the company in a report on Tuesday, March 1st. Finally, Barrington Research dropped their target price on shares of DENTSPLY SIRONA from $79.00 to $72.00 in a report on Tuesday, March 1st. Two research analysts have rated the stock with a hold rating and six have issued a buy rating to the stock. According to MarketBeat, DENTSPLY SIRONA currently has an average rating of “Buy” and a consensus target price of $66.00.

https://www.labuncle.com/

Dentsply Sirona, Inc engages in the design, manufacture, sales and distribution of professional dental products and technologies. It operates through the following segments: Technologies and Equipment and Consumables. The Technologies and Equipment segments comprises dental technology, equipment and healthcare consumable products such as dental implants, laboratory dental products, computer-aided design and computer-aided manufacturing systems, imaging systems, treatment centers and consumable medical device products.

 

Want to see what other hedge funds are holding XRAY? Visit HoldingsChannel.com to get the latest 13F filings and insider trades for DENTSPLY SIRONA Inc. (NASDAQ:XRAY – Get Rating).