Comparing SEO to PPC marketing



Search Engine Optimization (SEO) seeks to drive a large amount of organic traffic towards a website by making the site and a number of its web-pages more visible to the users of a search engine. Whereas Pay-Per-Click (PPC) on the other hand, is a strategy which involves showing ads to users who are searching for specific key terms or phrases. This strategy results in generating paid traffic to the website (as each time an ad is clicked on the business is charged).

If you are trying to decide whether to use SEO or PPC for your website, here are some things to consider.

SEO Marketing: The Pros and Cons

The most attractive pro of SEO marketing is that it costs little to no money to implement which is highly attractive for small to medium enterprises. Also, especially with the help of a digital agency, it can provide a highly effective solution to help separate your business from close competitors as many organisations don’t take notice of SEO.

Another advantage is that it is a highly effective long-term tactic. When creating and consistently posting SEO-friendly content, the business is able to show search engines that it is an authority on a number of issues, making it more likely to rank higher. It also provides more of an opportunity for potential customers to view their content, which is also massively positive for brand awareness and overall SEO ranking.

In terms of cons, one is that in many cases SEO marketing can take some time to yield results. This will vary depending on your individual business and its current SEO standing. But on average it can take 3 - 9 months for high amounts of change to be seen. For a company that needs fast results, this might be less than ideal.

Secondly, if you choose to do it yourself, you should know that your hope of building content with the best SEO Melbourne has ever seen is going to be hard to fulfill. SEO is very difficult to master and effective SEO marketing requires a number of different aspects to be looked after and maintained which can make the “do it yourself” approach only feasible for a short period.

PPC Marketing: The Pros and Cons

The first - and probably the most important - advantage that PPC offers is the speed at which results are yielded. As long as you take the right steps in setting up and executing an effective PPC strategy then clicks and conversions can appear in no time at all. Secondly, unlike SEO, PPC can be much easier to learn and work with than SEO. Not only can it be set up relatively easily, but customer service reps are usually available to help with any challenges that businesses may have issues with. Also, unlike SEO, scaling PPC campaigns can be done with ease either by targeting more keywords or increasing/decreasing your daily budget.

However, PPC has its cons. For one thing, it can end up costing a lot of money. As mentioned previously, every click your ads receive is debited to your business, regardless of whether the customer converts on your website (purchases your product/service). Secondly, while PPC may be easier to learn, it is still difficult to master. This can be very dangerous especially when money is involved, as if a PPC campaign is not setup well it can mean large amounts of money lost with no gains in terms of traffic or conversions. Finally, with smaller businesses especially, while PPC is great in the short term, in terms of a long-term strategy it can be quite unreliable in terms of building customer loyalty and engagement compared to strategies such as SEO.

SEO and PPC are both effective strategies to use for a business with both having their own strengths and weaknesses. It is recommended to try and use both together to achieve the greatest return on investment, however, the choice will depend on your overall business goals and budget.

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