Search engine optimization driving traffic to your website is an ongoing process. Today’s online users are more likely to reach your business through a quick Google search or a paid advertisement.
Search engine optimization (SEO) and pay-per-click ads (PPC) are two of the most effective ways to achieve greater online visibility.
But each one has benefits and drawbacks that your business must consider before deciding which strategy will work for you.
Going Organic With SEO
SEO consists of the tools and methods that help your site achieve higher rankings in the search engines. This increases the likelihood that users will click on your website.
These results are considered “organic” since businesses haven’t paid the search engine optimization directly in order to be ranked highly in the results.
SEO has a number of benefits that it can provide your business, as well as some drawbacks.
SEO Pros
Organic search results are more likely to be clicked when compared to paid search results such as PPC ads. Online users can now differentiate between organic results and paid ads and often view organic results as having more credibility.
SEO is a cost-efficient strategy for achieving visibility in the SERPs. A majority of the marketing dollars spent by online businesses are aimed at PPC campaigns when compared to SEO marketing.
However, given the higher performance of SEO marketing and the tendency of users to click on organic search results, it’s clear that SEO provides a greater return on investment in the long run.
SEO Cons
SEO strategies take time before you begin to see significant results. In addition, there is no guarantee that your business will achieve its rankings right away.
Google and other search engines are constantly updating their algorithms to provide better search results to their users. But this means that any rankings you earn could easily be wiped out if you aren’t prepared for an update.
There are many factors that influence the effectiveness of your SEO campaigns. Having an SEO professional on hand ensures that you get the most out of your efforts.
Paying to Rank With PPC
PPC advertising lets you pay search engines to position your business at the top of the SERPs. Like SEO, PPC provides numerous benefits to your business.
But there are also limitations that must be considered in order to get the best results from your PPC campaigns.
PPC Pros
Users who click on a PPC advertisement are more likely to take action (download a free guide, subscribe to your newsletter, make a purchase, etc.)
PPC marketing provides faster results. This makes it ideal for creating brand awareness and promoting a special offer or event.
PPC advertising lets you establish a budget. Your business will appear at the top of SERPs for as long as your budget allows. This provides greater control over your marketing resources.
PPC lets you target keywords that are relevant to your business. Your business is placed in front of the users who are more likely to be searching for your products and services.
PPC Cons
Your cost-per-click can range from anywhere between a few cents to a few dollars, which can add up quickly. Effective PPC marketing requires a skilled and experienced PPC professional to manage your campaigns over time and minimize your marketing costs.
PPC can be difficult for business owners to understand. For businesses who want to utilize PPC advertising without the help of a PPC professional, this requires the use of another valuable resource: your time.
PPC ads are less likely to be clicked when compared to organic search results. This makes it a less reliable strategy for many businesses.
Understanding the pros and cons of SEO and PPC marketing will help you determine which strategy can be effective in achieving the results you’re looking for.
If you’ve have had success (or failures) with either SEO or PPC marketing, let us know in the comments section below. We can provide some insights that will troubleshoot your efforts and help you achieve maximum results with the strategy you choose for your business.
