It is a definite fact that the amount of traffic an online business generates for its page determines how successful it will be. About 86% of consumers use the internet to find local services and businesses; hence, the more visible your site is to these searchers, the better.
While the above is obvious, digital marketers often ask, which is better to use between SEO and PPC? However, the answer to this question is not generally applicable as it depends on certain individual factors particular to each marketer.
Definitively Search Engine Optimization, SEO, refers to a practice of including content on your web pages that have the potential to help you rank on search engines and improve your visibility to users. It involves figuring out what the search engines consider relevant and optimizing your site accordingly.
While Pay-Per-Click, PPC involves advertising on search engine result pages. With this method, you have to bid to have your ads show up in the sponsored results for search queries that include your keywords.
The two main differences between these two methods is that: traffic from PPC has a cost for each click (just as the name pay-per-click suggests), while organic traffic from SEO is free, and secondly, organic listings influenced by SEO appear below the paid ads which are displayed at the top of the page.
Note that SEO and PPC are two effective methods of generating traffic for a website, but the effectiveness of each depends on certain circumstances. Marketers need to know the strength and limitations of each method to understand how to apply them correctly under optimal conditions.
While both SEO and PPC are legitimate sources of traffic, here are considerations that will help you decide which option is best for you.
Organic traffics only come from targeting keywords that people are already searching for. If what you have is an innovative product, no one may be searching for it. And so, you have to put it out there for them to see via PPC.
SEO might not be the right method for you if you are looking to promote a one-time offer or event. This is because it takes time for results to start showing. By the time your content starts ranking, the offer or event may have long ended. Because PPC is fast, it seems like a better alternative.
SEO is your best shot at creating a consistent result. Even though it takes time to rank on the first page of Google, once your website is there through SEO, you will reap sustainable traffic. You can also stay at the top for a long time and enjoy long-term benefits if you continue your SEO campaign, maintaining and improving results.
If you are looking to establish a resource center for a particular niche where people can go to when they need certain information, you should use SEO. To establish an authority website, it’s best to sustainably drive traffic to your website using SEO, and gradually build up a reputation that can dominate its market. Once an authority website gets going, it will be able to drive lots of traffic based on only URL recall.
If your goal is to increase the value of your website, which is in fact, your virtual real estate, so as to sell for a premium price, you should use SEO. This is because the factors that will help to increase its value in search engine ranking over a period of time, amount and consistency of traffic generated, page rank, link popularity, and others, all fall under SEO.
In conclusion, the strategy you choose to use in promoting your website depends greatly on what you want to achieve.
Short term = PPC
Long Term = SEO
We have discussed the pros and cons of each method, as well as circumstances that may require particular strategies. Employ them as they apply to your goal. PPC Vs. SEO is a battle that will only be determined by your overall goals.