Search engine optimization (SEO) and pay-per-click advertising (PPC) are two important digital marketing efforts that bring traffic to your website, quality leads and improve your ROI. Trying to decide on PPC or SEO for your business can be extremely tough, given the number of benefits both of them have to offer.
The first step in making the right decision is to understand the difference between PPC and SEO. Search Engine Optimization is the process wherein your website content is optimized so your sites are ranked in search results for specific keywords, while Pay-per-click advertising requires paying for advertising space on search result pages for certain keywords on search engines.
SEO or PPC?
When you search for specific products or services on search engines, you are likely to choose companies that appear in the top results. At the back of your mind, you know those are credible brands and important players in the industry. SEO gets your website ranked on search engines for specific keywords or terms your prospects are searching for, over time. When compared to paid search results, SEO generates more traffic and qualified leads primarily because a user tends to ignore the paid search results that are displayed on Google search.
If you are looking for a quick way to get traffic to your website, then you should go with Pay Per Click advertising. PPC is also the fastest method to boost your online presence. Pay per click advertising is recommended if you have a specific marketing budget, as you will be paying the search engine for clicks on your ads. If you don’t have a minimum budget set for this purpose, you won’t receive an adequate return on your investment. Apart from the budget, factors like available time and resources should be considered while deciding between PPC and SEO.
A poorly planned SEO strategy and an ineffective PPC campaign can drain your finances, and therefore you might need the professional tips from digital marketing experts.