SEO vs PPC : Which is best for you?
SEO vs PPC? Which should you use and why? Before we answer that questions, first let’s define both terms :
SEO, short for “search engine optimization”, is the process of optimizing your website’s visibility in order to increase the quantity, as well as quality of its organic traffic. The better the relevancy and visibility your website has on search engines, the more free traffic you will get.
On the other hand, PPC, which stands for “pay per click”, is a form of pull marketing, where you pay a certain price every time someone clicks on your ad. You can place these ads in key places on the internet, and attract buyers looking for certain products or services.
Benefits of using SEO
Much cheaper than PPC
One of the biggest benefits of using SEO for your business, is how cost-effective it is in getting traffic to your website. Once you get your search engine optimization right, you can expect to get a steady stream of organic traffic for no cost!
Long term gains
By correctly optimizing your SEO, you can improve your website’s ranking in the eyes of large search engines such as Google. By using proper SEO, Google will rank you higher than your competitors, giving you an advantage over them. The effects of search engine optimization are also very resilient and will last a long time.
Downside of using SEO
It takes time . . .
Although it may be cheaper and have positive long lasting effects, ranking your website using SEO can take several months! We also can’t forget that properly optimizing your webpage is a continuous process. This is because there will always be little tweaks and improvement you can make to your content, links, etc.
Benefits of using PPC
When running PPC ads on google for example, you will see instantaneous traffic and if your ads are done right, conversions too! For e-commerce brands looking to sell certain products, these ads can be extremely beneficial and deliver conversions right away. If an e-commerce brand were to use SEO, it could take months before seeing any conversions at all.
Using PPC also has the advantage of being able to target your customers based on many variables, such as location, age, gender, etc. You can also target potential clients who have been searching for products similar to those you sell. Finally, you can re-target potential clients who have already interacted with your ads or website.
Downside of using PPC
It can cost quite a bit of money . . .
Unlike SEO, where you get free traffic, PPC ads can cost a lot of money, especially if your business is in a competitive industry. Therefore, in order to make money from your PPC ads, you’re going to need a large budget. On top of the cost of the keywords, PPC ads can get complicated and require plenty of time and effort to maintain. Therefore, you might also need to hire an expert or even an agency to manage your campaigns, costing you even more money.
So, SEO vs PPC . . . Which is best for you?
So, which source of traffic should you be using for your business? Put simply, it depends on exactly what type of business you have and what your objectives are. For example, if you are an e-commerce store and already have a large budget set aside for advertising, PPC might be the better option.
To give another example, if you own a local restaurant in a relatively small town, you might not have a lot of money to spend on marketing. Also, if you’re looking for more of a long-term solution, optimizing your SEO would be a better option.
That being said, you don’t need to use just one of these traffic sources! Using both SEO and PPC can be an extremely beneficial tactic to take your business to the next level.