The SEO vs PPC debate has been going on for ages. It can be difficult to decide on the appropriate digital marketing tool for your business. The truth is, there is no hard and fast rule when it comes to lead generation. The right strategy depends on your expectations and needs. To design the perfect strategy, you need to understand what each of them entails. Let’s take a look at how each of them works:
SEO
SEO or Search Engine Optimization refers to optimizing the content of your web pages to improve their position in search engine results. It is known as ‘organic’ lead generation as you don’t pay for the leads generated through this method. Rather, they occur naturally.
SEO is definitely the more popular method these days. It is considered cheaper as you do not have to pay for incoming traffic to your website. You do pay for the content that drives visitors to your website, and quality content is not always cheap. If you are doing it yourself, it may take you a while to learn the ropes of SEO.
If you are consistent in your efforts, you may end up creating content that brings results for years to come. You also have better control over your content. There are no restrictions or word limits. Writing detailed descriptions and information helps improve brand awareness and credibility in the minds of the consumer. As long as you don’t engage in any Blackhat SEO practices, you will retain your rankings for a long period of time. SEO ultimately has a better return on investment in the long run.
Disadvantages of SEO
Time
SEO does not give you overnight results. It takes about 6 months to 1 year before you start reaping the benefits of SEO. If you want fast results, SEO might not be your cup of tea. Nevertheless, it is prudent to start the SEO process as soon as possible. The sooner you start, the sooner you’ll start seeing the results. It is like sowing the seeds to a forest, it might look barren at first but you’ll be greeted with lush greenery later.
Uncertainty
Search Engines work on algorithms, which are subject to change. At any point in time, your site might drop in rankings. It can be a serious problem as you would have probably spent a lot of time on the SEO of your site. Though it does not usually happen, it is still a real possibility. It is best to stay away from Blackhat SEO practices and adhere to Google guidelines.
Advanced Skill Level
SEO might sound very simple and easy to master, but it isn’t so. To be an SEO expert you need to master technical skills like HTML, CSS, sitemaps, URLs, etc. There are also other areas like Technical SEO and Content SEO. Keeping track of everything can be overwhelming and could become too much to handle.
Orientation
It is not really buyer-oriented. People usually search for information rather than products or services.
PPC
PPC or pay-per-click advertising appears over organic content on search pages. You pay for or bid on keywords related to the product or service you are selling. As the name implies, you have to pay for the amount of traffic your site gets through PPC.
There is no waiting involved in PPC. You start seeing results the day your PPC strategy begins. Users will always see the paid ads first, whether they choose to click on them or not. You have more space to deliver your message. As long as your landing page is up to the mark, you can rest assured that you’ll have good results.
Of course, you’ll need to make sure your contact information and CTAs are effective too. You can skip the uncertainty involved with SEO. You usually know in a matter of minutes if your ad is approved or not. Also, are entitled to support from Google. It is also easier to master.
There isn’t too much technical jargon involved. However, it is impossible to never make mistakes. And mistakes in PPC will end up costing you financially. The silver lining is that it is pretty easy to find someone who will design an effective PPC strategy for your site. It is highly buyer-oriented, as the ads are targeted towards potential customers. Paid search advertising has typically higher conversion rates as well.
Disadvantages of PPC
Cost
As the name suggests, you pay for each click. The more you earn, the more you end up spending. Also, you pay for traffic diverted to your site, but not every click amounts to purchase. You might even end up spending more on traffic than the profit from the sales. You need very high conversion rates to ensure a profit from PPC. For example, if you have 100 clicks to your site and 1 of them makes a purchase, you need to make sure that 100 clicks cost less than the 1 purchase. Your growth is essentially tied to your budget.
ROI
It is the complete opposite of SEO in the sense that the moment you stop spending on PPC, the results vanish. It’s a short-term strategy. It won’t bring you a growing return on investment.
Control
If you want to place ads, you will need to play by their rules. There are certain regulations regarding titles and descriptions. You also need to adhere to word limits. You don’t have the creative freedom you usually enjoy with SEO. Some words and topics are banned from usage too, so you need to tread carefully.
Conclusion
Now that you know what’s the difference between PPC vs SEO entail, you can make an informed decision between the two. Keep the needs of your organization in mind, and select a digital marketing strategy that will best benefit them. Ultimately, the goal is to boost sales and to rank higher than your competitors. You can also go with a mix of the two, essentially enjoying the ‘best of both worlds’. What are you waiting for? Go forth and optimize your business today!
FAQs
It is impossible to say which one is better. They are both tools that if used wisely, can have profitable results. To determine which will suit your business, first understand how each of them works. For example, if you are looking to advertise a sale or a limited period campaign, SEO is useless for you as by the time you start seeing the results, the sale will be over. In this case, PPC is your friend. On the other hand, if you are gearing towards increased brand awareness and building credibility, SEO might be your best bet.
The answer to that question depends on your short- and long-term marketing goals. For immediate sales, PPC is a better strategy. For breaking into a new market, SEO is more suitable. Your goals should be the ultimate driving force behind your digital marketing strategy. Also take into account your budget, your competition, and current rankings.
If you are looking for the long term, consistent results, and you want the value of your website to increase exponentially, SEO is the right tool for you. For niche and authority websites, SEO is the best tool as it helps you build a reputation and establish your brand.
PPC is great for when you need immediate results. If you want to promote or sell something, PPC is the best option to drive sales to your campaign. Especially if you are dealing with seasonal promotions, product launches, or event centered marketing. It helps you generate targeted traffic, which might have a higher conversion rate. For time-sensitive offers, PPC is no doubt the best marketing option.
Also Read: PPC Statistics- All You Need To Know
