SEO vs. PPC: Which is Better For Your Company?
Keyword(s): SEO vs. PPC
Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are part of Search Engine Marketing (SEM). When deciding to use SEO or PPC you need to take your goals, needs, budget, and competition into account.
Understanding the difference between SEO vs. PPC is an important part of marketing. Find out which one is better for your company.
The goal of an SEO campaign is to rank high in search engines by using the right keywords. SEO results are listed in the main search results section.
A right SEO campaign is long-term and results may not be immediate. For a high rank, it’s important that you’re an authority and can provide solutions. Search engine rank depends on what site has the most traffic.
SEO campaigns deliver qualified and continuous traffic, more so than PPC.
SEO while free, can come at a cost. It takes time and effort to get ranked in the top five. An SEO on the second or third page of a search engine will result in little traffic.
Competition has led many companies to hire experts who can help their SEO campaigns. If you lag behind your competition, you could lose rank and profits overnight. A competitive marketplace means that your rank is in constant flux.
The goal of a PPC campaign is to interest people in clicking on your link. PPC results on search engines are listed at the top and are tagged as advertisements.
PPC always come at a cost that depends on:
- Keyword popularity
- Advertisers who use the keyword
- Number of related websites with the keyword
The more competitive the keyword, the more expensive the cost-per-click (CPC) is. Luckily, you only have to pay when a user clicks your link. With PPC you can also determine your daily budget and decide how many clicks you want.
Some PPC keywords can be too expensive to use for many small companies.
PPC ads have a good return if the campaign is correctly set up. The more targeted the link, the more people will use it. PPCs can provide more exposure because links can be seen on sites other than search engines, such as on a blog.
While money means everything, this doesn’t guarantee PPCS a top spot on a search engine. The top search engines show on ads with the most traffic, thus PPC has a search optimization component. This means that even if you spend a lot of money, you’re not guaranteed results.
PPC only provides immediate traffic if you know what you’re doing. If you turn your PPC off, the traffic will also stop. This is why training or hiring a PPC expert is important.
SEO VS. PPC
The most effective SEM campaigns come from using both PPC and SEM. Together they’re very powerful and drive a lot of traffic to your site.
If you have a small budget and are looking to invest time to get high ranking, SEO is the best choice for you. If you have the money and don’t want to invest the time for to gain the best leads, PPC is the choice to go with.
Now that you know the ins and outs of SEO vs. PPC it’s time to choose the method that will work best for you.
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