Marketing is a need of each and every business and Google is that platform where the whole world ask for a solution and on Google two particulars are available one is organic which is known as SEO (Search Engine Optimization) and another one is Inorganic which is known as PPC (Pay Per Click) or Google Adwords where we promote our company, our products, our services or whatever business we are doing. As oxygen is a need of human Google marketing is a need of business.
As SEO and PPC both are money draining activities and they both have different strategies and result output. So we are figuring out on which strategy one should invest.
Before taking any decision, it is a better to have a look at what SEO and PPC is and how they are meaningful for your business.
SEO: Search Engine Optimization
SEO or Search Engine Optimization is a collection of strategies used to make your website rank better on search engines. In other words, you are increasing the likelihood of your website being found online organically. These strategies may include –
- keyword research to understand rankings
- integrating more keywords with your on-page content
- making your site faster and search-engine-friendly
- adding keyword and topic relevant content
- to build high quality links to your site to prove value of your site
An SEO campaign can take time to deliver results but ensures that your website is consistently ranked high.
PPC: Prospects
PPC or pay-per-click may remind you of ads at the top of Google listings. However, these advertisements have come a long way over the years. Now they include clickable buttons, additional links and more.
In addition to traditional Google ads, there are many other advertising options. If you are a home service provider, you can choose local service ads. Or you can go for display ads across the entire network of websites rather than just Google search results. This will allow your ads to appear on sites relevant to your industry.
Also Read: What do we understand by the term “Google Penalty” in SEO?
When you start financing your ads, PPC immediately shows results. It is also flexible because you can spend more to get more clicks.
Which is better – SEO vs PPC?
While there is no correct answer to which of these two types of web marketing is better, here are some steps to help you identify what might be best for your business.
Step 1: What is the goal of your campaign?
Identify what you want to achieve with your web marketing campaign. To do this, ask yourself –
- What do I need from a marketing campaign? make a list.
- Which of the following is required of others? Shortlist the most important things.
- Can other things be divided into categories, such as more visitors, more leads, increase conversion rates and so on?
Now, select your primary goals and specify the numbers or rates you want to achieve, for example, the percentage of conversions.
Step 2: What is the time limit?
Set a deadline for your campaign goal. Are you seeing immediate results or in the next few months? be specific.
Step 3: Compare SEO and PPC to your goal
While PPC produces fast results, it stops delivering those results when you stop paying for clicks. On the other hand, SEO starts giving results from time to time but the benefit is with some maintenance.
Step 4: Develop a strategy for your goals
The timing of your goal is an important factor for conducting a PPC or SEO campaign. PPC can give you instant results but in a long term SEO campaign can prove to be more effective.
For many businesses, running both PPC and SEO is a great idea. Kick-start your campaign with PPC and allow SEO to act as an invisible elf to enhance your organic journeys. PPC advances clicks and drives so SEO can take time out. As your organic visits increase, you can reduce your PPC spending.
Before deciding between SEO and PPC or how much to invest in each, it would be best to get some guidance from an expert.
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