SEO or Pay Per Click
The topic of SEO vs Pay Per Click really doesn’t matter. Unless you’re working with a marketing team and they are not clear about the differences between SEO and PPC, the differences are minimal. They don’t even factor into whether or not you should have an SEO team or a PPC team.
Your objective isn’t to have an “SEO campaign” or a “PPC campaign”, but rather a single, unified marketing campaign. The objective of your campaign should be to have customers visit your website, sign up for your products, subscribe to your newsletters, etc. And the key to a successful marketing campaign is to drive enough visitors to your website to accomplish that objective.
There are several benefits and disadvantages when it comes to SEO vs. PPC. If you want to get an idea of what SEO is and what PPC is, you can find information online. Here are a couple of advantages of SEO and disadvantages of PPC.
SEO Marketing (Organic)
SEO marketing is essential if you want your site to be seen. The first thing that you should do if you want your site to rank at the top is to write your website properly. The best way to do that is to hire SEO services. They can help you rank the first page of search results on Google, Yahoo, and Bing.
Some websites are not well optimized for the search engine. If you want to rank, you can ask for assistance from an SEO company. The only thing that you should take care of is the website design. Your website must be attractive, readable and exciting. These are what search engine spiders look for to index your site.
Advantages of SEO
- The majority of the work behind search engine optimisation (SEO) is a one-off activity, and so is usually charged out at a set upfront fee.
- The changes made to your website will probably still be relevant and driving traffic to your site a year from now.
- Credibility: most people (research indicates that between 60 and 80 per cent) will click on the organic results rather than the sponsored (paid) results.
- If you rank well in one of the major search engines (Google/Bing), you will most likely show up in the majority of the search engines worldwide.
Organic (SEO): Disadvantages
- Changes must be made to your website’s code. Usually, the changes are invisible to visitors. However, if you have invested heavily in a search engine-unfriendly site, the process can be time-consuming and costly; and occasionally significant changes may need to be made to your site’s copy, navigation or design. Of course, ultimately, you will see returns if you commit to the necessary changes.
- Results (rankings and traffic) start slowly. You will typically see results within 3-4 months.
- There can be no guarantee. As the search engines themselves have the final say, you cannot predict how many rankings you will get for a particular search term or engine; nor can you predict how much traffic you will get to your site.
Paid (PPC): Advantages
Pay Per Click marketing is an integral part of any company’s marketing budget. If used correctly, it can boost your company’s performance. However, if misused, it can be the source of your financial ruin.
But to be successful with PPC, you must first understand the nature of the program. PPC is a cost-per-click marketing program where you pay each time a person clicks on your ad. Unlike many other forms of advertising, when someone clicks on your ad, it is considered a direct lead. Because it is a direct lead, each lead you produce will have a more significant impact on your business than any other marketing type.
Unlike other marketing, where you may have thousands of interested customers or a website full of hits when you pay for PPC, each person that visits your site is a lead, and leads can make or break your business.
- Pay per click (PPC) advertising programs are fast to implement. It usually takes two to three weeks to set up and run. Google AdWords are up-and-running as soon as you start the campaign, and Overture listings are life within 3-5 business days (after an editor reviews them).
- Nothing has to change on your website, although I would recommend you create targeted landing pages for each advertisement as they’ve been proven to increase conversions (but that’s another subject for another time!).
- There is no limit to the number of terms or keyword phrases you can bid on.
- PPC is useful if you intend to run promotions through your site, as you can turn the PPC campaign on and off whenever you choose.
- You can dictate where the listing appears on the result’s page (within the sponsors’ ads area) and determine what the ad says.
- It’s straightforward to test all your different search terms and offers etc. and to measure the results.
Paid (PPC): Disadvantages
- Clicks can be expensive. Bidding wars often erupt.
- You must keep paying for the clicks every month. If your budget is ever cut, your listings will disappear, along with your search engine traffic.
- Most people (research indicates that between 60 and 80 per cent) will click on the organic results rather than the sponsored (paid) results.
- It requires a time investment to monitor and adjust listings constantly, or budget to outsource this activity.
- Listings are subject to editorial acceptance. With SEO, you can state whatever you like on your website (which is where the search engines pull your page title and description). However, with PPC, editors insist that all listings be factual and that you do not compare your company with others. It means that even if you are the “largest” provider, you cannot state that.
Now that you know a bit about the advantages and disadvantages of organic and paid search engine marketing, you must decide how to approach your online marketing campaign.
Organic marketing is probably best if:
- You want to spend some time on search engine marketing upfront and have it pay off in the future, on conceivably every search engine there is around the world.
- You have a budget to do some work now, and want to save money later on.
- Your site is relatively simple, without a lot of complicated bells and whistles.
- You can afford to wait a month or two for results.
- You do not want to have to manage or maintain anything on a daily, weekly or monthly basis.
Paid advertising may be for you if:
- You want to get up-and-running quickly.
- You have a promotion where you want to be able to turn a PPC campaign on and off.
- You want to be able to test search terms, products or offers and quickly see results.
- Your site is search engine-unfriendly, and you do not want to invest in changing it.
- You are confident you will have the budget to spend the long haul, and you have time to maintain positions regularly.
Of course, many companies and businesses tackled both organic and paid SEM simultaneously, and this is what I would typically recommend attracting qualified traffic to a website maximally.
If you are currently designing your site or redesigning an existing one, make sure your developer knows how to create search engine optimized code or works closely with an SEO consultant. Getting it right from the beginning will save you time and money in the long run. And it need not cost a fortune either if you tackle this upfront.
If you have an existing site you wish to optimize, you may have a hard decision if your current website is not search engine friendly. If your site has been built using extensive use of frames or dynamic pages (your URL may look like www.yoursite.com/page.asp?id=8), the cost to rectify these problems can be discouraging. If this is the case, now may be the time to consider redesigning your site earlier than you had planned thoughtfully.
Either way, a small paid (pay per click) advertising campaign before optimization can be a great way to nail down those essential keywords to use throughout your site’s copy by recording which keywords customers respond to the most in your campaign.
There are two ways to do it for all those who want their websites to rank higher. One of them is to follow the rules of search engines. After doing so, your websites will rank higher, and visitors will start to come to your websites. Other techniques can also get your website ranking higher.
It is hard to spend a lot of money on every little thing. If you do not like to hire PPC specialists, you can always opt to perform your own SEO by yourself. Although you can hire PPC specialists if you wish to, they are very expensive. However, it is much cheaper to hire SEO specialists who can help you rank your websites better. SEO and PPC specialists know how to utilize SEO to make your websites more visible to search engines.