SEO and PPC advertising are two of the most important online marketing tools. Since the two are completely different and they produce varying results, small business owners may experience some difficulty choosing a strategy to implement. However, having a good understanding of what SEO and PPC are can make the decision-making process much easier.
Search engine optimization is the process of improving the visibility of a website in a search engine’s organic results’ page. An SEO strategy is effective to implement and may only require a person to complete the different types of SEO techniques. While search engine optimization may take time, it often produces long-lasting and effective results.
Pay Per Click (PPC) is a form of internet advertising where a business or individual pays to have ads placed on third-party websites with the aim of getting traffic from those sites. In return, the advertiser pays for every click they get. In addition to third-party websites, the ads can also be placed on the result’s page of a search engine. The strategy only requires a marketer or business owner to identify a suitable keyword and set up their PPC campaign. While it may be costly, PPC advertising may possibly get quick results. In fact, some start getting traffic the moment they launch the campaign but this varies. Furthermore, it has a high conversion rate but with an extremely high cost. Unfortunately, the traffic also stops just as fast when the PPC advertising campaign is ended.
SEO vs. PPC
Both SEO and PPC have pros and cons you need to know before you can make a decision. A comparison of the two in terms of the following factors might help you pick the most suitable option for your website:
Cost: With PPC, you pay for each click or traffic you get from ads placed on search engines and third party websites. SEO, on the other hand, is an investment that lasts a long time. The only cost you may incur is hiring someone to do the heavy lifting if you are unfamiliar with SEO.
Traffic: If traffic is what you are looking for, SEO is the best option. Search engine optimization involves both off-page and on-page strategies which not only give your website a high search engine ranking but also drive traffic from third party websites and social networks. In terms of traffic, SEO beats PPC hands down. However, SEO has a higher long-term conversion rate.
Results: PPC campaigns yield instant results, but the results are short-lived since they stop once the PPC campaign ends. While SEO may take time, the results you get will have long-term benefits for your business.
Workload: PPC does not involve any work. All you need to do is keyword research and set up the campaign. On the other hand, search engine optimization is a continuous process, so you’ll need to keep working on your site to maintain high visibility on the internet, which is a reasonable cost if you’re investing for the long-term success of your business.
L4 Group specializes in helping business owners and marketing executives throughout the United States. L4 Group will optimize online marketing strategies that will increase traffic, sales, and profitability. Call today for a free consultation and web analysis. Click here for more information.