To Choose SEO or PPC
When you need to drive the traffic to your website, there are 2 alternatives to select from. These are Search Engine Optimisation (SEO) and Pay Per Click (PPC). Traffic to a website implies business here. Let’s understand these two options in brief.
SEO is a strategy used to improve the traffic to your website. How do they do it? High rankings need to be obtained in the natural search results displayed on a search engine result page (SERP) like Google, Yahoo, Microsoft Bing etc. These rankings are determined by the algorithm used by these search engines that check the website’s relevancy in the internet space. Certain best SEO practices need to be followed to fine tune your website to earn higher ranks and ensure that it gets featured on the first page of the SERP frequently. These include keyword placement, using backlinks, focus on content etc. SEO is also called organic search marketing and is free.
PPC is also a marketing strategy .wherein you pay for improving traffic to your website. Programs by Google AdWords and various other companies help achieve this. Your ad gets displayed in the sponsored results section of any search engine result page. You pay each time someone clicks on your ad. In other words, you buy a space on the first page of the SERP by paying for the ad.
To determine what is better SEO or PPC, let us consider the following aspects.
- Advertising Budget Size
If you have a slim advertising budget, it is better to invest in SEO as these tactics are free and you can derive long-term benefits of SEO practices.
In PPC, every click needs to be paid. In PPC you can decide how much would be your click spend. So while planning your PPC, take note of your site’s conversion rate.
- Time Frame for Result Expectation
SEO cannot produce instant results. It is a long-term investment of time and effort. For the effort involved, it might take a long time before your website is chosen by search engines and traffic generation is a subsequent effect.
In case you need to attract more traffic in a short period of time, PPC is the best bet. If your website has better conversion rates, then PPC results will be more visible.
- Predictability of Approach
In SEO, results cannot be guaranteed. All SEO practices are implemented to optimize the website and improve rankings depending on existing search engine algorithms. With frequent algorithm updates being introduced, all those efforts may just not give the expected results.
In PPC, your payment lends some predictability regarding traffic diversion to your website. But again the return on investment is directly proportional to the conversion rate of the website
- Competitive Niche
In case SERPs show a dominance of authorized websites in highly competitive niches, it might be difficult to achieve good rankings on the SERP would involve huge time and hard work. PPC is the best bet in such situations in spite using strong keyword strategies.
- Lasting Value
SEO efforts put in on your website are there for everyone to experience over a long period of time.
PPC results last temporarily. Your website gets featured on the first page of SERP’s so long as you pay. The moment your payment stops, your website is no longer visible in the top search listings.
To choose between SEO and PPC
Both approaches have their advantages and disadvantages. The choice of one over the other will depend on your business needs and these are subject to time. So a choice once made cannot be a permanent fixture. You may have to change with times.