Do you have a recently created website that could use some help with inbound traffic? Do you think your SEO efforts are enough to drive targeted traffic to your website, or do you feel that it could still use a bit of a push from paid advertising and PPC management services to further boost your ranking on Google’s search results pages?
Whether you have a newly developed business website or a relatively old one that desperately needs revitalizing, the first thing that you will want to do is find ways to effectively drive quality, targeted traffic to your pages.
After all, this is what you really want for your website, right? You want potential customers and clients to check out your business and see what you have to offer. And the best way to do that is to direct them to your pages either through SEO or paid advertising.
This is what it is all about. Choosing between conventional search engine optimization to gain traffic organically and paid advertising through PPC or pay-per-click marketing. But what is PPC and why does it always come up when people talk about SEO? Is it really that effective in driving traffic to business websites?
In order to gain a full understanding of both SEO and PPC marketing, let’s check them out individually first.
What is SEO or search engine optimization?
SEO is a process that aims to increase web traffic to a specific website by improving page rankings on search engines’ organic search results. This process utilizes keywords and keyword research, backlinks, metadata optimization, social media marketing, high-quality content, and other SEO best practices in order to achieve its goal, which is to rank a website high on the organic search results.
When it’s done well, your SEO efforts will enable your website to rise at the top of search engine results pages (SERP). So whenever someone uses Google to perform a search using specific keywords or key phrases relevant to your content, they will immediately find your pages to get the information they need.
What is PPC or pay-per-click marketing?
If SEO is the organic or natural method for driving traffic to your website, PPC is the quick and easy way to get your website right at the top of the SERP, in the way of sponsored results. If both SEO and PPC were mobile games, SEO would be the free-to-play (F2P) version while PPC would be pay-to-play (P2P).
Hold on. SEO is free?
No my friend. It’s not completely free. Much like any free-to-play mobile game, you still have to invest money if you want to obtain premium items. In this case, however, if you want premium results, then you should consider investing in reputable SEO services that can deliver lasting and solid results.
In the case of PPC marketing, you will have your website listed on the sponsored results, usually at the top right-hand area of Google’s search results pages. Payment for the service is determined based on the popularity of your chosen keyword and the number of clicks your ad gets from users. You may require the services of a reputable PPC management company if you want to make the most out of your investment.
The Ins and Outs of PPC Management Services and SEO
Things You Should Consider
The SEO Side
If you’re thinking of using SEO to increase organic traffic to your business website, you need to consider the industry you are in. For instance, in software design and online shopping industries, there are popular brands that dominate this niche and they all have extremely popular websites that have existed for decades.
Competing with that kind of prominence is next to impossible, even if you employ the most powerful and effective SEO practices available. In the rare instance that you do make it and get a first page listing on the SERPs, it would be a great challenge to maintain that position.
Now, for small business owners who operate locally and serve a specific niche, SEO can be a practical and effective approach to increasing online traffic.
One of the biggest requirements of SEO is the creation and development of good content, which can greatly help your business gain strong organic visibility. For small businesses, however, content development can become a problem, especially if they do not have the resources to carry out such a task.
The PPC Side
If you’re considering paid advertising, specifically the PPC route, the first thing you need to consider is the cost, which is referred to as cost-per-click or CPC.
It should be said that not all businesses can afford PPC marketing, since it requires financial resources. And if you are a startup business, or a small business owner who just can’t afford the extra cost, then going down this route may not be the most practical solution for your business right now.
However, PPC can bring in a lot of traffic to your website, so maybe you can look at it as a major investment, especially if the intention is to get results at the soonest time possible. If you do not like to wait for months or years for your website or business to create a big splash online, and if you are willing to spend a considerable amount of money, then PPC should be the best option for you.
PPC campaign management involves a continuous process. You cannot just start advertising and then leave everything hanging once it begins to move to the direction you want your campaign to take. You need to constantly monitor and optimize it to ensure proper management.
SEO Pros and Cons
Search engine optimization has several pros and cons. Among them are:
- Continuous rise in ROI (return on investment), so you’ll get benefits for a long time. Therefore, SEO can sustain a business for a long time.
- SEO means a higher percentage of CTR or click-through rate.
- More organic listings compared to sponsored links, which means your business will be automatically branded as reputable once it has a good ranking. Organic results are equivalent to trust and credibility, which means your business is expected to not only get good reviews but also to bring in more visitors or audiences.
- Search engine optimization comes with a fixed click volume.
- Brand awareness is high and search engines will easily recognize your targeted keywords.
- It’s not cheap, but it is cost-effective and practical, especially for small businesses.
- Results can take months and even years to show up and take effect. Thus, it requires more hard work.
- SEO is easily affected by algorithm changes, which happens quite a lot. When the changes take place, your site can lose its ranking and profits right away even if it has an already well-established online presence and reputation.
- Using SEO can open up avenues for unethical practices or methods, which your competitor can use against your business.
PPC Pros and Cons
- The biggest pro of PPC is its ability to generate instant results.
- Since paid search ads, they have strategic placements on search results pages. They are usually on the top area of the page. Therefore, users or visitors will always see or take notice of PPC ads.
- PPC reaches out to potential customers by using targeted search keywords. In other words, traffic is highly targeted, so visitors who go to your site through paid ads are more inclined to purchase your product compared to those who got there via an organic link.
- A PPC campaign is perfect for those who want to test their products or get feedback about a product because, as previously mentioned, results can be generated instantly.
- A PPC campaign is protected from any change or update in algorithms. As such, all the search engine changes won’t affect your website.
- PPC ads require continuous investment, which means you also need to be able to keep investing on or spending for it. It’s basically like buying or paying for traffic. Therefore, if you have no idea what you are doing, you can make the wrong move and lose your investment. It is important to work with somebody who knows how to handle the campaign, particularly in terms of how to attain and improve conversions.
- PPC ads are not exactly trusted by web searches. Likewise, there are a lot of visitors who do not like to be forced into buying something.
The Final Verdict
So, which one is better for you?
The most ideal thing to do is use both SEO and PPC, especially if the goal is to target clicks (for both paid and organic keywords), increase traffic, and reach the right users. Incorporating both SEO and PPC into your strategy will yield the most balanced outcome, as it will combine paid and organic marketing.