SEO vs. PPC

PPC can generate up to double the number of visitors versus SEO. However, that’s not the only difference between PPC and SEO. That’s also not to say that PPC is “better” than SEO, either. The two accomplish similar goals through different means.

The truth is, for a digital marketing strategy to be effective and successful, paid and organic search must work together. By utilizing both in collaboration, you can ensure consistent traffic to your site while maximizing ROI and limiting costs.

In this article, we’ll take a look at SEO vs. PPC, as well as the pros and cons. Understanding this will help you decide which approach is best for your business.

What Is SEO?

SEO stands for search engine optimization. It specializes in generating organic or natural traffic.

In general terms, SEO involves optimizing web pages so that the ranking score of your site increases. This helps improve the site’s standing in the SERPs (search engine results pages). SEO can help a website go from ranking somewhere on the third page of the SERPs to being in the top position on the first page.

What SEO entails can change with each major update to Google’s algorithm. At its core, though, SEO involves ensuring the website is easy for spiders to crawl, offers an excellent user experience, and provides high-quality content, including keywords.

Benefits of SEO

SEO is meant to help a website be more search engine friendly. This can lead to the site ranking higher in the organic search results.

A few examples of SEO best practices include:

  • Keyword research
  • On-page optimization
  • Competitive analysis
  • Technical SEO
  • Content production
  • Content audits

Organic Traffic

After you do the appropriate research and find keywords to rank, you can begin to generate consistent traffic for your website. Even if you take a break from creating content, you’ll continue to receive a steady flow of traffic.

When looking at PPC vs. SEO, that’s one of the most significant differences. Paid search is akin to a faucet. While you have the tap on, the traffic will flow. Once you turn the tap off (in other words, you stop paying for the ads to run), that traffic dries up.

Lower Costs

SEO costs whatever you pay marketers for time spent researching and doing content creation.

Over time, a website can rank for thousands of keywords and get hundreds of thousands of search visitors a month with SEO. To buy that type of traffic with PPC could cost tens of thousands of dollars. After all, you pay for every click on the ad with PPC.

Brand Awareness

SEO gives you visibility in the search engines for the keywords you’ve chosen to target. This puts your business out in front of potential customers. The more often your brand appears in the search results, the more brand awareness you build with customers.

Increased Credibility

When a business ranks high in the organic search results, this can influence how potential customers perceive the brand. Namely, it can help build trust and credibility with those seeking your products or services.

Many people ignore paid ads. There is a tendency to trust organic results more than paid ads. Your business is growing its reputation signals by being visible in the SERPs.

What Is PPC?

Pay-per-click (PPC) is advertising where you pay for each click on your ad that leads to your website. For example, Google Ads is the most common platform for PPC campaigns. These ads are often displayed at the top of the search results page, even above organic links.

Benefits of PPC

Through PPC, you can leverage search engine traffic to a website fast. You do this by bidding on keywords that relate to the product or service you are providing. This is a great way to generate leads quickly to help get things off the ground and running.

Fast Results

When it comes to PPC, you can get immediate results. The moment your ad campaign goes live, you can start getting clicks and traffic to your site that same day. This is an excellent option to drive attention to a new product or service while you wait for long-term SEO work to kick in.

Now, compare that against SEO. SEO can take months before you start to see any return for your efforts. This can be a difficult struggle for a business website that needs to display high in the search engine results to earn revenue.

Audience Targeting

PPC gives you the capability to customize different types of data. This includes things like targeting specific demographics, areas, and more. Whether it’s targeting users who conduct specific searches or targeting URLs for websites that relate to your audience’s interests, you can do it all with PPC.

Fast Experimentation

You get quick feedback with PPC. It’s easy to set up a campaign and run A/B tests to see which ads perform best. This allows you to take the results and tweak your ads to ensure you get the best possible ROI.

SEO has a hard time beating this. It’s hard to attribute success with SEO to any specific tactic. On top of that, it can take months before you see any change due to your SEO strategy.

Which Should You Choose: SEO vs. PPC?

When looking into SEO vs. PPC, it shouldn’t be about choosing one or the other in all your strategies. Instead, both approaches have a lot of benefits to offer a business.

For a digital marketing strategy to be truly successful, you should use both SEO and PPC together.

PPC is great for driving short-term traffic. For example, PPC is ideal for directing traffic to a landing page on a website. SEO is indispensable and what a business should be making use of year-round to garner consistent organic traffic that will continue to grow.

If you’re ready to have your business outrank your competitors, then let Bipper Media help. Contact Bipper Media today for a 30-minute consultation. We’ll explain how we can increase your rankings now and into the future.