Your next marketing campaign will cost some money, but where should you begin? A pay-per-click (PPC) platform like Google Ads is one of the most popular ways to drive immediate traffic online. Then what about search engine optimization (SEO)? Are you willing to invest your time and money in it?
Let us leave a dry comparison to Wikipedia – we will not bore you with it. Instead of comparing the two strategies side-by-side, we would like to highlight some of the main advantages of both, so you can determine which is best for your business.
However, regardless of whichever strategy you choose, make sure that you have a reliable internet connection like Charter Spectrum so there are no inconveniences.
Below is a detailed post on what both these terms are and what are their benefits and disadvantages over each other.
What is search engine optimization?
Uninitiated or skeptical individuals may find search engine optimization (SEO) intimidating. Here is a simplified explanation.
Moz defines search engine optimization (SEO) as increasing organic search engine traffic to your website by increasing its quantity and quality.
You can optimize your website (and your content) with keywords (specific, long-tail keywords that have high traffic), get backlinks from other websites, update your website or ‘keep it fresh’, ensure your meta data (meta descriptions, meta titles, alt text), and much, much more using SEO.
The most important thing, however, is to stay on top of everything. Search engine optimization is constantly changing, and influential search engines such as Google regularly modify their algorithms – making it a challenging task. In spite of this, once you optimize your website for search, you will receive regular streams of targeted organic traffic as well as improve your website’s ranking on search engines.
What is PPC?
As opposed to SEO, pay-per-click advertising is a model where you display your ads for specific search terms or for specific audiences, and you only pay when the advertisements are clicked.
PPC is a way to buy traffic to your website rather than earn it organically through search engine optimization.
Online advertisements on Google search engine results pages are most commonly placed through Google AdWords, which lets advertisers create ad campaigns, monitor ad performance, and much more.
Leads can be gained quickly through PPC, also known as ‘quick wins’. When done correctly, PPC campaigns can yield results much faster than SEO.
What is the best option for your business?
Being ‘better’ isn’t the goal. In the long term, there are two strategies (SEO and PPC) that work together to ensure the success of a website. In addition, the other allows you to accentuate your success through immediate returns, which can help to quickly enhance your business’ profile.
It would be great if you could combine the two!
Why PPC is beneficial?
Your message can be quickly conveyed through PPC. The advertising space you pay for can increase your business’s visibility significantly.
PPC offers the following benefits:
- Promote underperforming websites, programs, and initiatives with specific, targeted ads.
- Google visibility is high.
- You can reach specific audiences through market segmentation via targeted ads.
- Leads and traffic are generated quickly.
- Data collection and tracking for a measurable strategy
What are problems associated with PPC?
Although PPC is an effective way of boosting visibility, it also has some challenges:
- There can be a lot of money spent on advertising if you don’t keep track of how much you’re spending on ads and campaigns.
- In order to write and create effective Google Ads, you need to have a specific skill that can be challenging to learn.
- In general, this technique is not as effective for building brand awareness and visibility on a broad scale since the ads are targeted and specific.
Why SEO is beneficial?
You will benefit from a strong SEO strategy and ranking in the long run. The best way to generate new leads is to maintain a strong SEO ranking so that your site stays at the top of Google’s search results for as long as possible.
Benefits of SEO include:
- Months and years of sustained traffic.
- Ensure that you remain on the first page of Google’s search results for a consistent amount of time.
- Your brand name is reinforced with the public, resulting in high visibility and identity.
- Enhanced searchability; less focused on specific programs or initiatives.
What are problems associated with SEO?
Lead generation and long-term visibility are provided by SEO, but it is not without its challenges! Companies face the following challenges when it comes to SEO:
- Having a competitive market for specific keywords within your industry.
- Your site needs to be updated as SEO changes constantly.
- It may be necessary to hire someone to help companies with SEO research and optimization.
- It may take longer to see results (i.e. leads).
- SEO efforts are difficult to measure in terms of their direct impact.
It is not necessary to choose between PPC and SEO marketing. There is the possibility of companies using both strategies simultaneously or fluctuating between them.
Understanding how each works is key to making informed decisions about how to grow your business as a marketing manager or business owner.