Having a strong online presence is essential in today’s business environment. Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are the two most utilized methods of Search Engine Marketing, but how do they work – and which is best for your business?
First, the definitions: SEO is basically a series of techniques, strategies and tactics used by a webmaster to drive traffic to your website organically from search engines. PPC is an advertising model used to direct online traffic to websites, in which the advertiser pays whenever someone clicks on their ad. Choosing the right keywords – words and phrases that are part of your web profile – is important to the success of both SEO and PPC.
When deciding which option will provide the best return on investment for your business, you may want to keep the following three things in mind: Cost, Credibility, and Commitment.
- Cost: SEO is very labor intensive and usually takes some time to show results, so the costs can be daunting, depending on what you need and who you are competing with. If you are the new kid on the block in a crowded marketplace, it’s going to be an uphill battle to get on that coveted first page. PPC, on the other hand, can give you a much bigger bang for the buck. With paid search ads, you can set your own budget and adjust it as needed all along the way. In addition, paid search ads usually appear on the first page above the organic search results, so the user will always see them, even if they scroll past them. Advantage: PPC.
- Credibility: PPC and SEO are related to the more traditional marketing tactics of display advertising and earned media coverage (publicity). Paid advertising is easily measured for ROI, and done well can have really positive results. Also, advertising can bring the kind of immediate attention that will influence your organic search results in the long run. On the other hand, SEO is related to earned media coverage, which implies a third-party endorsement by the media outlet that publishes it. Similarly, organic search results indicate that Google or Bing has endorsed your business as worth paying attention to. Advantage: SEO.
- Commitment: Both SEO and PPC require a level of commitment to work well. SEO, however, can take a long time and require a great deal of content development to keep it going – new blog posts, new product offers, etc. With PPC, you can tell fairly quickly if your ads or keywords are resulting in increased traffic and what the visitors to your site are doing when they get there by using Google Analytics. You can then make adjustments as required. However, unlike PPC, SEO offers sustainability; it does not cease when you stop paying. Advantage: A Tossup.
- Combination: Choosing an online traffic driver doesn’t have to be an either-or decision; it’s really best to use a combination of both SEO and PPC, budget permitting. That way, you get the best of both – as long as you have an overall strategy for implementation, which is essential for both short- and long-term success.
Posted by Margot Dimond