What is better SEO or PPC?
The question “What is better: SEO or PPC?” is often asked by every business person. This is not a question with general answer, it really depends on the company, their current situation, objectives, and marketplaces. Are you selling a new product or services? Is there any large barrier to entry for your product? Do you have a reputation in the industry? These questions must be answered before looking out SEO or PPC.
Let’s start out by looking at the difference between SEO and PPC.
SEO v/s PPC
When it comes to boosting traffic to your website, you have two basic options: Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising.
SEO is not just simply optimizing your website and content to rank higher in the organic search result for the targeted keywords. It’s also about being the authority on the problem and providing the right solution. Google, Bing, and Yahoo also view the way people interact with a website, including if they come back it, along with hundreds of factors such as backlinks.
On the other hand, Pay Per Click advertising as the name implies it’s all about paying for the advertising space for a specific keyword on search results pages. However, even a paid ad campaign such as PPC campaign involves some search engine optimization.
Here is a screenshot. The PPC ads show at the top of the search result page with the labeled ‘Ad’ tag. Below the top ad space, you will see natural or organic search results displayed in the main area of the search results page.
Is SEO better than PPC?
Every long term marketing strategy needs to include some measure of search engine optimization. The main advantage of well-implemented SEO strategy is that it tends to bring in better quality traffic. Studies have shown clearly that, the majority of the user clicks, the organic result rather than the paid results.
There are plenty of data suggest that people who come to your site naturally are more likely trust you and your products/services. When you are ranking high in search results it sends a clear message that you are an expert in the field and a major name in the industry.
In addition, having a top position in Google search result gives you a lower cost per click overall and greater visibility. Since Google paid adverts are like an auction and are constantly changing. As if you are searching for something on Google and if you refresh the page, the paid results change while the organic result stays in the same position. As a result of SEO searches being clicked on more and always being visible.
SO, YOU’RE SAYING DON’T USE PPC?
Don’t just throw out the PPC yet. There are also advantages of PPC. A good PPC campaign can bring in the greatest return on investment and there are times when the person who pays high is on the top position. Whether it may be a paid or the organic result, the search engine always reserved the first position for the best, as they want to provide users the best result of their search. They serve the searchers and not the advertisers. For example, Google always puts the highest bidder on top, but the ad didn’t offer a solution to the problem the user was searching, that user would simply start using another search engine. Google would have never been the best search engine if it would have been always displaying the highest bidder at the top rather than high-quality search results.
Another advantage of PPC is the ability to advertise on the third party sites that have a significant amount of traffic. If the potential customer sees your adverts in their search result but didn’t click on it, they are more likely to do so when they see it again on their favorite website.
The answer to if the SEO is better than PPC remains the same; it depends.
Pay-Per-Click advertising gives your business a great boost for their digital marketing and draws an instant traffic. To get the most out of PPC, it is good to take out time to get the right training and certifications. Google provides a free training for businesses in Google Analytics and Google Adwords. If you’ve not got the resources or the time, then you can hire someone else who has prior experience of it. One disadvantage of PPC is that the traffic disappears when you turn off the PPC ads.
While the Search Engine Optimization is very important it can take a time to build the page authority and to get higher rankings. In a competitive market, the ranking change all the time. One of your competitors can go ahead with their game and become an authority in your industry.
Don’t get discouraged. However, using an SEO strategy across the long term is the best choice for high-quality leads. Improving SEO (improving page content, backlinking, titles, meta descriptions, etc.) will directly help your PPC results to improve.
If both PPC and organic SEO done correctly, you can get on the front page of the search engines for targeted terms. However, each has its respective benefits and costs. Good Luck!