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SEO vs PPC, Which Is Better for My Business growth?

Posted on - 13th Jul, 2017 | Posted By - E4K

You have 2 options to boost traffic for your website,

1. Pay Per Click (PPC)

2. Search Engine Optimisation (SEO)

PPC

PPC is a paid advertising option offered by Google AdWords, Yahoo Marketing and others where ads are displayed above the organic results.

It is enabled in the sponsored results section of the search engine results page, usually at the top ahead of the organic results. Then you must pay whenever a customer clicks the link to your website. The amount charged per click is based on how competitive your chosen keyword is.

SEO

You can build traffic for free by achieving high rankings for your keywords in the natural or organic search results. You can see your listing after the sponsored results. You need to follow pure “white hat” techniques and best practices to get your website on top of the search engine results pages. It takes more time to reach the top of organic result listings but it’s free if done by yourself and the increase in targeted traffic probably means it’s worth the investment of your time or your money if you get a professional to do it.

Pros and Cons of organic traffic from search engines?

PROS

Branding

The visibility of commercial search terms and informational queries related to the business area will have a positive impact on your branding and benefit the business. The brand will gain trust with searchers, who asks questions as they conduct the research and that trust will lead to purchases. You will be recognised as an authoritative voice and specialist in your field.

No cost per click

Organic search traffic is free. If you want to develop this visibility, it will take time and effort, but there is no need to worry about a direct charge for every impression or click.

Awareness 

The high visibility in search engines for your specific keywords puts your business in front of valuable customers, similar to the way advertising works and it drives brand awareness.

Website Traffic

Increasing traffic for your website provides you more opportunities to drive awareness of your business and educate people as to why they should buy from you.

Maximising Clicks

If you really want to maximise the clicks and visibility, then you must list your business in organic and paid at the same time. Keyword experimentation is a must, to check which clicks are worth paying for and to increase the CTR in both organic and paid.

If you want to maximise results then strong visibility in organic and paid is needed.

Cost

SEO is neither easy nor cheap, but generally it is cost-effective when compared to other marketing tactics for delivering high brand awareness and relevant traffic to your business website.

Strategic Advantage 

High visibility in organic search is not easy or quick to achieve. Once you are established in organic results, your competitors can’t simply buy their way in (assuming you did everything right). This offers an advantage over the competition if they rely on paid search.

We happy to share what we performed as an SEO team for few businesses, we lifted them with unexpected results. Below are the snap sort for you,

Website URL – http://www.uniformexpress.co.uk/

uniformexpress SEO results

Website URL – http://www.kielyskips.com/

kielyskips SEO results

Cons of SEO

In most of the cases, organic traffic will be slow, and you may be wildly outgunned. If you are starting out and the keywords dominated by Amazon and eBay, then just rethink your strategy.

For strong organic visibility, you need to develop content assets. Not every business has in-house resources to handle content development, and this can cause an issue. You can try tactics such as safe link building but this is difficult to master and you may benefit from expert support.

PPC: Laser-target visibility

How are paid searches different from organic searches? With high click through rates and trust stacked in favor of organic results, why do businesses use paid advertising? There are a few benefits such as:

Visual individual product ads

You can sell specific products, Google provides this option, that helps users to see what they click on. This improves the CTR (click through rate) by offering a feature that is not available in the organic section.

Agile

Test a new product? Fresh marketing messages? Get quick feedback from a new product launch by running a short PPC campaign.

A/B Testing

It split test-ads, call to action buttons, landing pages to examine the best results. Again, the information is fed back into other digital marketing endeavors.

Budget

PPC based on a tight budget. You set how much you are going to spend per day and PPC provides the option to set a fixed limit.

Cost

All business magnets believe a well set up a PPC account generates leads for the business. It enables you to be a small business targeting a small geographical area with a small set of keywords, you may find you can get more leads without breaking the bank. In addition, accounts can further be optimised to drive down costs to increase the return.

As with the organic search, PPC also has many benefits. However, there are some pitfalls for advertisers such as:
PPC can be expensive. It is not always the case, but costs will quickly add up. If you are targeting the entire world or running international campaigns, these costs can very quickly spiral.

Paid advertising requires constant investment. If you stop paying then don’t expect your ads to be live and say “bye” to lead generation. In contrast to SEO, this is a bad deal.

If your competitors see that you are running ads, they too might start advertising. Your messages can be imitated easily. Entire funnel process is evaluated by the competitors. This is a digital marketing landscape, and you must accept this to some extent.

SEO or PPC?

We can’t determine which is best until the unique situation of a given business is taken into consideration.

If a new ecommerce store tries competing with Amazon, eBay and other large department stores, online retailers are going to struggle in the organic searches.

Need more leads? Are you looking at a long term goal? What is the competition in organic search? What is cost per click in paid advertising?

Conclusion

SEO and PPC

If you get PPC and SEO working together, you will get results that is greater than the component parts.

Some of the benefits of running PPC and SEO together,

1. High-cost keywords, high-volume keywords moved from PPC to organic search

2. Test keyword strategy in PPC before committing to SEO long term strategies

3. A/B testing – a copy of ad and landing pages fed into organic listing and landing pages

4. Traffic volume increased by targeting clicks in paid and organic for high performing keywords

5. Target users in all stages of customer journey from research to comparison to purchase with commercial keywords

Here is the graph for your analyses. An integrated strategy of both SEO and PPC is the optimal approach. Results will improve if you do both PPC and SEO. But this will not be right for every business.

If you need huge growth, aggressive marketing, then you need to develop a holistic search engine rather looking at SEO or PPC.

Share your experiences right here. We would love to hear your success stories and learning curve using SEO, PPC or both.