SEO vs PPC: Which One is Better?

Have you ever asked yourself: “SEO vs PPC: Which one is better?”

Are you unsure if your company should use search engine optimization (SEO) or pay-per-click (PPC) as its dominant online marketing strategy? Chief Content writer, Barbara Day, provides insight into which method suites your overall goals. She also explains how eMAGINE Web Services can help you achieve your online marketing goals! Get ready to answer SEO vs PPC: Which one is better? It really depends on your current circumstances, goals, and marketplace.! 

Admittedly, I believe search engine optimization (SEO) to be extremely valuable. Working in this industry shows that when done well, organic search results from SEO delivers more volume at a better cost per lead than paid searches.

Which One Do You Choose? 

However, new businesses can have a difficult time getting started with SEO. Therefore, PPC can offer an alternative fast track to their marketing efforts when done correctly. Your digital marketing strategy should help you determine which method is best for you. Remember last month’s post about your SEO Brand? Knowing how your audience uses the web is key to deciding whether paid search, organic search, or a combination of these is the best for your unique and ever-changing business.

Let’s take a look at the pros and cons of SEO and PPC as a marketing strategy. I’ll provide you with some pointers to choose the right course for your business. I will help you see how you can integrate SEO and PPC for improved results for your search marketing efforts.

SEO vs PPC

There are two key differences when considering SEO or PPC. The first is that paid ads appear at the top of the Google results page, above the organic listings influenced by SEO. The second is that traffic from organic search results via SEO does not cost you when someone clicks on it, whereas traffic from PPC has a cost for each click. In many cases, SEO and PPC work best when integrated and strategically aligned.

SEO PROs: Improve Your Organic Traffic

VISIBILITY. Use target keywords for your business. Your website will be more visible, and at the top of the Google search results with specific keywords. 

AUTHORITY. Any commercial search terms and informational inquiries related to your business area can create a positive branding benefit. Your brand can become associated with and trusted by searchers who are asking questions. As they conduct their research, they will more likely purchase what you offer when you become an authoritative voice around a given topic.

CREDIBILITY. Get trusted on Google by gaining the trust of consumers. When your site gets organic results, it can impact your perceived credibility with an audience looking for your services. Many users skip ads because they trust organic results more which will leverage your click-through rate (CTR). Being visible gives your business that all-important stamp of approval. This tactic also includes getting positive reviews on sites such as Google My Business. 

OPPORTUNITIES. Growing your website traffic provides you with more opportunities to encourage others to trust your business and educate a prospect as to why they should buy from you. Overall, organic search engine traffic creates more opportunities for an improved return on investment (ROI). While SEO is neither cheap nor easy, it is generally more cost-effective. It delivers brand awareness and relevant traffic to your website, unlike PPC. 

SUSTAINABILITY. Unlike paid search marketing, organic traffic does not dry up the moment you stop paying. As such, efforts to develop organic traffic can sustain a business when marketing spend is cut back.

So with all of these great benefits, why would someone choose PPC over SEO? Here are a few reasons to note:

CHALLENGES: Visibility in organic search is not quick or easy, but when you get to the top, your competitors will struggle with surpassing you. 

Unfortunately, organic traffic can be slow to come by, especially for small companies. Tactics such as safe, sustainable link building are challenging to master, and often, you need to hire web developers and content writers to help you with these tasks. The good news is, eMAGINE Web Services offers an affordable solution that gets results. So why would a business choose PPC? 

Benefits of PPC: Get Found, Now

• Position on the page — users always sees the paid search ads.
• Improved ads — more space for delivering your marketing messages.
• Visual product ads — Google provides the option of visible shopping ads. 
• Brand visibility — target-audience driven technology 
• Budget —  you can set a limit on how many clicks per day. 
• Speed — a PPC campaign can be created in days and ramped up in weeks. 
• Marketing intelligence — No restrictions on keyword overload. 

So why would someone choose SEO over PPC?

Well, paid search advertising is, as the name suggests, paid — so it requires constant investment. While SEO is an ongoing process, maintenance is usually more cost-effective as organic traffic can be a little more sturdy. Your competition can get heavy, especially with those companies that outbid you for a spot. Companies can see that you are running an ad, and will choose to compete with you for a place in the hierarchy. 

Overall, for a PPC campaign to be successful, you need skilled management and optimization — from monitoring bids, Quality Scores, positions, and click-through rates. There’s more to it, and if someone isn’t monitoring it, you can end up paying for needless advertisement! 

It Depends on Your Long Game

Are you looking for a quick solution with fast results? Then try out a PPC. However, that doesn’t mean you can’t be focusing on your SEO in the background. If you are a small business looking to boost sales, then go for PPC. If you hope to expand your business and you’re in it to develop your company’s brand, hire an SEO specialist.

Want to learn more? Check out the article that inspired this post: SEO vs PPC: Differences, Pros, Cons, and an Integrated Approach.

Still not convinced SEO is for your business? Read Vent Magazines article, Benefits of SEO Services.