With tons of digital marketing strategies, businesses can hold a good grip on the online marketplace to beat their rivals. But when it comes to driving traffic or generating revenue, SEO and PPC campaigns are the two emerging trends. Business owners often get confused to pick one out of the two while spending dollars. SEO vs. PPC is an ongoing debate that has been going on for years. However, both work well with many benefits when used together.
To make it successful for your business, all you need to do is understand both the concepts well instead of focusing on SEO vs. PPC. In this blog, we have a clear idea of SEO and PPC with pros and cons. Let’s begin…
SEO – An Introduction
All individuals love to hold the #1 ranking position in the search results. Creating quality backlinks and focusing on the proper search engine optimisation is the only way to achieve such a precious goal. Search engine optimisation is how you can prove the credibility of your website in front of the search engine and grab the attention of its bots to get ranked. For it, you have to focus on three different factors.
- Technical search engine optimization
- On-page search engine optimization
- Off-page search engine optimization
These are the three main types of search engine optimisation. With the help of technical and on-page SEO, you can easily optimise your website internally and represent it as a user and search engine-friendly website. On the other hand, off-page SEO connects to the website externally. Simultaneously, the experts have to focus on building some quality backlinks for the website’s credibility and bringing lots of traffic.
To read more on SEO, also Read our post:
Benefits Of Search Engine Optimization
Trust & Credibility
The most important factors to get ranked on the search engine results pages are trust and credibility. Top searches made on Google are informational, where the customer seeks information to know or solve their query. Thus, publishing the content that users are actively searching for and ranking it to the first page can drive traffic to your website.
Here, the website owners have to ensure they win the trust of search engine bots by targeting keywords at each stage of the buyer journey:
Awareness: When a customer is having a problem, they discover your company, product, or service.
Consideration: When a customer is aware of your product/service, consider it by going through what you offer.
Decision: At this stage, the customer is now your prospective customer where he is ready to make a buying decision by reading your CTAs or talking to your expert.
In the case of business websites, the owners are always looking for lots of leads. To generate maximum leads, the website owners have to focus on getting traffic to the website as much as possible. If lots of traffic visit their website, then the chances of conversions are also getting higher. If a few users visit the website, then the conversion rate goes down. In these particular conditions, it becomes difficult for websites to make lots of profit.
Some people are focusing on impressions only. If you are paying attention to the search engine optimisation stats, then the impression will represent your website’s appearance in the search results. It does not guarantee that your website will get traffic too. It will happen if your website has a reasonable click-through rate (CTR). It represents the ratio in which your website appears in the search results, and users visit your website via using that particular link.
No Paid Ads
True that paid marketing generates approximately 15% more traffic to your website as compared to no-paid marketing. However, it’s not consistently the best strategy for every small-medium-sized business. Businesses may have budget restraints that make it hard for them to take on the high ad costs. SEO is the best strategy to bank upon as it is free heavily. SEO needs just a one-time investment and can create long-term results.
Attract Local Customers
The local search focuses on the searches based on local listing and geo-location. Small and medium-sized organisations need to have their website optimised for the location they are working. By playing your local SEO cards right, you can specifically target people based on their city, pin code, or even state. Businesses can develop a well-optimised Google My Business profile and tailor their content as per local search queries, helping you attract local customers.
High ROI & Conversions
Whether you need visitors to increase sales, or subscriptions to the newsletter, or share content on social media, SEO is the one-stop-shop for all. Google Analytics can give you unrivalled insight into every small action you take or tell you what works and whatnot. Having happy customers spending time on your site means less bounce rate. It results in good UX, creating more significant ROI & high chances to rank your website in Google searches.
If we talk about the online marketplace, then the most challenging task is to get organic traffic to the website. It can be possible only with the help of some reputed sources. Holding a good position on the search engine result page helps you in providing a reputable place. According to some research and studies, maximum users love to access sources or websites that appear in the top positions on SERP. It can help you in getting organic traffic to the website.
These are some critical benefits of considering the option of search engine optimisation. To experience the maximum benefits, you have to choose the best SEO professionals.
When to Use SEO Strategy for Your Business?
Below mentioned are the conditions that clearly show when SEO is highly effective for your online business.
When businesses aim at getting to the first page of Google searches, SEO is most preferred. But, it is not a one-night task. Although it has a long incubation period, one can reap long-term benefits by improving results.
When businesses aim at generating lots of traffic based on URL. It’s crucial to build an online reputation by creating a website that gets widely shared or bookmarked.
When you want to sell your website for a premium price by increasing its value, a useful website generates more traffic by ranking the page.
PPC – An Introduction
All individuals do not have the patience to wait for long to see the effects of online marketing and getting organic ranking/traffic to the website. These individuals are looking for practices by which they can get traffic and lots of leads via their website immediately.
For these types of individuals, the option of PPC appears at the top. PPC represents the pay-per-click campaigns. Here, the interested ones have to invest an amount of money for running advertisements on the search engine and third-party sources, like websites and blogs. With the help of these advertisements, they can reach the target audience directly and get the desired results.
In other words, you can say, with these techniques, you have to pay for the leads. If you stop running the advertisements, you can also detect a significant change or drop in the website’s stats.
Benefits of Pay-Per-Click
Position on Page
As we discussed, all website owners are putting effort into holding the top-notch position only by which they can grab the attention of users as much as they can. In case you are focusing on the PPC methods, it displays your website above the ranking sections. It means the uses will see your website first, and then they go to the #1 ranking website. Here, you have to create an impressive ad by which you can encourage the users to click your link only.
If you are running an online store or eCommerce website, you have to focus on the visualisation of products. In case you are focusing on SEO only, you cannot present your products along with impressive images in the search results. On the other hand, PPC campaigns allow you to run visual ads by which your products will appear on the search result pages impressively.
All companies are spending funds and putting effort into only increasing their brand awareness and visibility. By running some specific paid search advertisements, you can achieve such an objective quickly. It is not as slow as search engine optimisation. It can start showing results from the very first day.
Find New Prospects & Customers
PPC lets you quickly cast a wide net to find new prospects and customers. Moreover, most of the work is done within the PPC advertising platform – from the research to campaign build-out to writing ads. It helps businesses even to track the conversion rate of your landing page.
Incredible Targeting Options
Various marketers adopt a multi-layered strategy in Google Ads to test and allow full inclusion across the networks or focusing on types that can acquire brand exposure. It includes focusing keywords via text ads, running ads via remarketing as per customer behaviour or focusing on particular keywords based on demographic. You can likewise see what performs best and set assumptions on cost per acquisition and cost per click for comparison.
Measurable & Trackable
PPC permits you to quantify and track the ad via the Google ad tools like SEMrush, Bing Ad Editor, Spyfu, and much more. Organisations can check their and their competitor’s performance details based on clicks, conversions, or impressions. Everything is available in the form of data that shows how your campaign performs and what kind of traffic you are attaining on your website.
By choosing the option of PPC advertising, you can quickly increase your coverage area. You can target the region and audience without any limits. All you need to do is introduce some specific filters.
With these details, you can easily understand facts about the PPC and its usage in online success.
When to Use PPC Strategy for your Business?
Below mentioned are the conditions that show when PPC is highly beneficial for your online business.
When quick results are expected and required. Your advertisements will promptly be visible on the search when the PPC campaign gets approval to get the maximum eyeballs.
When you need to focus on your audience quickly, PPC is perfect. It enables you to limit your possibilities based on their demographic data and platforms like social media sites. According to this, you can target your audience by age group, gender, marital status, or education level to maximise click-through rate (CTR).
Every business wants to fasten up its sales process and boost visibility. Consider PPC if your business can deal with a convergence of expected customers; if your sales team is finding it hard to follow up with the prospect or you have fewer resources to generate maximum productivity.
SEO + PPC = The Perfect Digital Marketing Strategy
To conclude the blog, SEO vs. PPC: Which is better; neither of them is better or worse than the other. Both the strategies go hand-in-hand. Both SEO and PPC campaigns tend to lead to the best results for a business. By availing them together, you’ll quickly begin to see more clicks. The more you generate clicks, the better the traffic gets, which generates leads. But, what is more important is to understand both the terms solely.
In the mentioned above, we discussed in-depth information about SEO and PPC with the advantages. Building a strategy by combining SEO and PPC can help you overcome multiple issues by which you may not succeed in creating a perfect process.