Search engine optimization and pay per click (PPC) advertising are two methods that are often used by marketers. However, each of these methods has its strengths and weaknesses that make them more suited for certain types of businesses. Also, in some cases, some businesses only have limited time and money for advertising and are wondering on which method they should use first. In this article, we’re going to explore both methods and see which one is better, depending on your situation
Pay Per Click Advertising
If you’re unfamiliar with the concept, pay per click marketing is a method that allows you to bid on certain keywords and have your ad displayed on search engines whenever someone searches for the particular term. Your ad will also be displayed on sites where your keywords are featured, either through a text ad or contextually.
Pay per click has many advantages over SEO. For one, the results are much faster and focused. With PPC, you could set your campaign today and start getting traffic within minutes. This is what attracts many people to PPC in the first place. With SEO, you have to wait days or even months before you start getting significant results.
Also, traffic coming from PPC ads tends to be more focused. With PPC, you are usually getting traffic from people who were in the market for a product or service or in a mood to buy. Through SEO, you will get some of these visitors, but you’ll get traffic from browsers who just happened to stumble on your site as well.
However, one of the issues with PPC is that the amount you pay has to be proportionate with your profits. In other words, it’s not worth it to spend 10 cents per click if you’re getting only a 5 cent return on investment. In some cases, businesses might be willing to lose money to gain leads or simply gain visibility, but in most cases, you need to get results immediately for your campaigns. This is why PPC is more suited for sites that are selling a specific product or service and are in a market that is not too competitive.
Search Engine Optimization
Search engine optimization, on the other hand, is focused on using various techniques such as keyword optimization, social sharing, and link building to improve your rank with search engines. SEO has many benefits over PPC that shouldn’t be overlooked.
For one, if you’re savvy enough, you can start SEO on your own on a shoestring budget. Also, once an SEO campaign gains traction it basically starts paying for itself since it demands fairly low maintenance besides updating content and making sure that you’re complying with the latest rules set by search engines.
However, SEO takes a lot of time and results aren’t always guaranteed. Furthermore, a single Google update could completely wipe out your efforts. This is why it is important to work with a reputable SEO company when you’re first getting started. It’s also better to work with a local company that understands your market better. So, if you’re living in the New York area, it would better to work with an NYC SEO expert that will show you the ins and outs of SEO and prevent you from making crucial mistakes you might regret.
Which One is Right for Your Business?
As you can see, SEO and PPC both have their pros and cons depending on what you’re trying to do. If you’re trying to get instant results and you have a lot of money to spend, then go for PPC. But, if you don’t necessarily have a huge advertising budget and you’re in it for the long haul, SEO is the way to go.
