SEO vs. PPC is a topic that has long been debated in the online marketing community. Which one is better? Cultivating your natural or organic search engine marketing strategy via SEO or buying your way to the top of the search engine results via a PPC campaign?
Deciding where your online marketing budget should go is hard for many website owners and usually leaves many pondering about the better strategy. Is there a right or wrong answer, or could it be both?
Well, to make this decision, it’s imperative to first understand the benefits and drawbacks of both SEO and PPC.
Search Engine Optimization (SEO)
SEO is usually referred to as a natural or organic lead generation system. Generally, search engine optimization involves optimizing web pages in order to boost their rank in the search results. SEO involves ensuring the search engine bots comprehend what’s on your pages and what the content is about.
SEO definition can change because of industry changes and trends. However, it all boils down to having a site that properly explains what your business does and giving helpful content to both search engine crawlers and human visitors.
The Benefits of SEO
The costs of setting up and managing a pay-per-click campaign are often the same or more than the costs of organic SEO. The primary difference is that PPC campaigns have continuous click charges.
A well-optimized website can sustain a high rank long after the pay per click campaign has been turned off.
SEO positioning is fairly stable, while PPC positions constantly change depending on your rivals bidding tactics. A properly optimized website with excellent content and link authority can hold its position even if you step away for a month.
The Drawbacks of SEO
Search engine optimization is pretty slow in comparison to PPC. An SEO campaign can take months after you optimize it to start noticing substantial results, while a PPC campaign will give you leads instantly.
SEO is an ongoing process. Your website will never be completely optimized. The good thing is that your rankings will be better in the future and you will reap the fruits of your investment.
Pay Per Click (PPC) Advertising
When you purchase clicks or visitors from search engines, it is known as pay-per-click advertising. This enables you to leverage search engine traffic in a relatively fast manner by bidding or paying for keywords related to what you’re offering.
The Benefits of PPC
Once your campaign begins, you will start to see more clicks, traffic, and conversions instantly. Search engine optimization can take months before you notice significant results, but that’s not the case with PPC.
Using pay-per-click means that you do not have to worry about Google’s algorithm affecting your position. You are bidding or paying for the top position, and so, your organic rank won’t matter. With SEO, however, you need to make sure you are optimizing your website to Google’s standards or risk losing rank.
You need to pay to get ideal results, and the more you pay, the better the results. This means that you need to have a large budget, especially with the competition for keywords becoming greater and greater.
Researching and picking the right keywords to bid takes a lot of time. Managing what you are spending on key phrases, adjusting how much to spend, and measuring the returns is essentially a full-time job. With the many things you need to do to run your business, you can see how this is a drawback.
SEO vs. PPC- Which is Better?
So, which marketing campaign should you pick? Well, it all boils down to your budget and industry.
If your budget will allow for it, utilizing both PPC and SEO tend to give the best results for a company. You will quickly start to see more leads immediately due to your PPC campaign as you wait for your search engine optimization efforts to really kick in.