SEO v.s. PPC, what will work better for my business?
If you have been looking to start a marketing campaign for your business or your website, you may have heard the terms SEO and PPC thrown around. SEO stands for “Search Engine Optimization” and PPC stands for “Pay Per Click”. Both are methods of marketing that share similar goals but yield slightly different results. There are certainly advantages and disadvantages to both, which we will discuss, that make them considerable options when choosing a marketing strategy. If you plan on driving more traffic to your site then either one, or even both, might be exactly what you need. Let’s see if we can help clear up any confusion you have between the two and have you leave this article with some more clarity on your decision.
PPC-Pay Per Click
PPC Campaigns are usually done via Google’s advertising service and can actually come in three different forms: display ads, search ads, and video ads. Display ads are visual graphic ads that display across Google’s ad network of websites. Search ads are basic text ads that display at the top of search results. Since Google purchased Youtube a while back, you are now able to advertise your business using marketing videos that show up as ads in videos that people watch on Youtube. Without getting too complicated on how it all works, you basically bid on relevant keywords for your business that people might search for. The term “Pay Per Click” comes from the fact that you don’t pay for these campaigns outright. You only pay for the actual clicks that people make on your ads, then you pay a balance once it racks up. So, if no one is clicking your ads then you wont pay anything. A big benefit on PPC campaigns is how quick you can expect results, which is as quick as a few days from when you start the campaign. People will start seeing your ads right away, which means quicker leads. The downside to this is that the quality of leads you receive is usually not as ideal as the traffic you would get from an SEO campaign. Another disadvantage is that as soon as you stop paying for PPC services, you stop seeing results immediately. PPC campaigns are recommended if you are looking to gain interest in your site quickly.
SEO - Search Engine Optimization
the process of optimizing your website’s content to get it ranked higher in
search engines like Google or Bing. These search engines use algorithms that
read through your site and look for keywords in the content that will determine
how relevant your site is to what people are searching for. It can be tricky to
make sure that your site’s content is optimized for search engines for a few
reasons. One being that search engines are constantly changing and evolving, so
in turn so do the practices in which we need to implement to make sure we are
moving with the times. Aside from that, there is also such a thing as “overstuffing”
your site’s content. For instance, using the same keyword to repetitively might
cause red flags for search engines and in turn rank your lower in results or
even worse, not at all! So, there is definitely a balance to be maintained. The
biggest downside to implementing SEO is that it takes quite a bit of time for
results to really show. You could be waiting months before you see anything
come of it. However, you will notice the results yield higher quality organic
traffic since you will be a more constant presence in search results. This also
means that the effects of SEO services last longer once they start and even
after they stop as opposed to something like PPC, which you will stop seeing
results from as soon as you stop paying for the services. It is definitely a
case of “Good things come to those who wait.” but you will definitely notice
that SEO services are a longer lasting solution to driving more traffic to your
So just to summarize, PPC is meant for driving traffic to your site quicker, but it might not always be the best traffic. You also stop seeing results as soon as you stop paying. SEO can take a long time to start showing results and bringing in visitors, but you will notice a higher quality in the traffic and the results will last much than a PPC campaign, even after you stop paying for the services. Either one, both, or one then the other, whatever you decide be sure that it is going to deliver the results you expect in the amount of time you need. Weigh the pro’s and con’s we’ve discussed and determine your best course of action. Thank you for reading our article and stay strong entrepreneurs!