Are you choosing between SEO and PPC to increase your online visibility? Even experienced marketers have trouble answering this question. What you should understand is that there’s no clear cut answer in the first place. It all depends on the current state of your brand, your objectives, and your target market.
SEO vs PPC – Is One Better than the Other?
Both of these online marketing tactics are meant to generate more targeted traffic to your website. However, you should be aware of the subtle differences in order to tell which one to use depending on the situation. Keep reading to learn the advantages and disadvantages of SEO and PPC.
SEO – Boost Your Organic Traffic
Every marketer is big on SEO—and for a good reason. It’s considered by many to be one of the most cost-effective digital marketing techniques. It improves awareness by improving your organic rankings, allowing your website to be seen by more potential customers.
SEO also plays a big role in branding. Studies show that consumers trust brands that they see on the first page of the search listings. If your website ranks well for a variety of keywords, potential customers will gradually remember your brand name, thereby increasing trust. This can be a huge difference-maker when it comes to luring in more customers and improving sales.
What’s more, SEO is known to boost credibility. By simply having your website rank number one for your target keyword, an audience that looks for your products or services will view you with heightened credibility.
Of course, website traffic will also skyrocket if you manage to climb up the rankings, especially for multiple keywords with a decent monthly search volume. The best thing about this is that SEO tends to drive laser-targeted traffic, which means you’re not just getting random visitors to your website. This organic traffic also doesn’t dry up as soon as you stop shelling out money. Expect your efforts to be rewarded in the long run as long as you stick to Google’s quality guidelines.
Perhaps the only downside to SEO is the time it takes to achieve high organic rankings. Many marketers expect overnight results, which prompts them to give up quickly. Keep in mind that it can take months to get to the first page of Google, especially if you’re trying to rank for very competitive keywords. This means you may have to keep investing money into SEO techniques for a long time before you start gaining ROI.
PPC – Immediate Visibility
Paid search can generate quick returns if you set things up correctly. While many business owners shy away from this tactic because of the costs involved, you should take a closer look at the benefits of this technique so you wouldn’t miss out on laser-targeted visibility.
As you may know, paid search results appear above-the-fold, which means potential customers will see them right away. Aside from the guaranteed visibility, you also have more control over your marketing messages. You can add site links, bullet points, reviews, pricing, locations, and phone numbers.
Visual product ads also make it easy to promote your products online. They provide users a quick glance of relevant products, enticing them to click through instead of wasting time jumping from one website to the next.
Even if your ads don’t get a lot of clicks, they will generate dividends by boosting your brand visibility. Again, people trust the brands they see in the search listings, even those appearing in the paid search results.
Targeting is another strong point of PPC. It allows you to deliver the exact content you want to your potential customers. You can choose to deliver the ads based on keywords, the day of the week, language, age, geography, and previous visits of users.
The speed at which PPC provides results is its biggest advantage over SEO. Of course, this comes at a price. The moment you stop bidding for ads, you lose all the visibility. While you can control your budget, it can take time to figure out how much to spend per day without losing revenue.
A comprehensive approach holds the key to a successful online marketing campaign. There’s no reason to choose only one of these two fantastic traffic generation techniques. If your website doesn’t have a lot of traffic right now, be sure to keep working on your SEO efforts. Also, you may want to consider using PPC to generate immediate traffic to your site. This way, you can still attract customers and boost sales even if your pages are nowhere to be found in the organic search results.
SEO and PPC can go hand-in-hand. They aren’t meant to compete against each other. Take time to master both of them and you’ll find yourself well-equipped to use the best strategy that yields excellent returns in the short and long term.