When it comes to increasing web traffic, you have two choices: search engine optimization (SEO) and pay-per-click (PPC) advertising. But which is better for your business? SEO or PPC?
The answer depends on your budget and needs. If you have the budget, you can go for PPC to drive more traffic quickly. However, if you have a limited budget, you can always choose the natural way of achieving high rankings and that is SEO.
Here are the strengths and downsides of each search marketing method.
Contender 1: SEO Marketing
SEO is a group of strategies that help your website land the first page of the search engines results. This is helpful for online business because most of the traffic can be generated from the search engines, like Google.
So when should you choose SEO over PPC? Here are the conditions:
- When you want consistent results
SEO demands patience. It needs a long development period to get to the first page of Google and other search engines. However, once you land that most coveted position, you can enjoy consistent traffic. Just remember to keep up with the recent SEO updates and trends so you don’t get behind.
- When you want to build authority
Being a credible site do wonders for your business. People will immediately go into your website to look for certain information. As you build an authority site, you’ll also generate a massive amount of traffic based solely on URL recall.
The best strategy of building an authority website is to consistently generate traffic to your pages. Eventually, this will increase your reputation and popularity to dominate a particular niche. You can achieve this through good SEO content.
- When you want to increase value
When your website has a high value, you can sell it for a premium price. The value of a website can be determined by a lot of factors including traffic generated, page rank, and link popularity. All of these can be accomplished by good SEO strategies.
Contender 2: PPC Marketing
Now, let’s discuss the other side of the SEO or PPC argument. PPC marketing is a type of advertising on the results pages of Google and other search engines. You need to bid to show your ads in the sponsored results when a user types in a query that includes your keywords.
As its name implies, you need to pay for each user who clicks on your ad. Several PPC advertising platforms include Bing Ad and Google Ads.
So, when’s the best time to choose PPC over SEO? Here are the situations:
- When you want quick results
Compared to SEO, PPC offers very fast results. It only takes a matter of minutes to get a dash of people visiting your pages. The moment you get approval of your PPC campaign, your ads will instantly be shown for millions of users to read.
- When you aim for highly targeted traffic
Another beauty of PPC marketing is you can narrow down your potential customers based on demographic information. You can promote your ad to a particular age bracket, gender, or even education degree. This allows you to target the right audience for your web pages.
- When you promote an offer with an expiration date
PPC’s ability to deliver quick results makes it possible for you to promote a time-sensitive offer. For example, you’re promoting an offer that’ll expire in 3 days. PPC can give the traffic you desired in a couple of minutes.
- If you aim to rule the search results
It’s important to note that PPC results are shown on top of the organic search results. This makes it more visible than landing the first rank of the search results page. Imagine the clicks you’ll receive if you engage in PPC.
SEO Or PPC?
As discussed above, it depends on your circumstances. If you have a limited budget and thrives in a low-competition industry, the long development period of SEO could work for you. Simply practice good SEO strategies and you can sustainably generate traffic to your website.
However, if you belong in a very competitive industry, spend and get quick results with PPC marketing. You can get more traffic by getting a position way above the organic search results.