In our previous post we covered what SEO is, how it works and why you should or not consider outsourcing it. In this post however, we address the relationship between PPC –Pay per Click – and SEO, and on which you should focus your efforts.
What are the differences?
Both SEO and PPC are part of Search Engine Marketing (SEM), which is at the same time part of your overall Digital Marketing. PPC comprises all of the traffic generated from paid resources. As it names indicates, in PPC you pay according to number of clicks your advert receives.
Initially, you may think that investing in SEO is less costly than PPC for example if you have decided not to pay an agency and manage your SEO yourself, whereas with PPC you are paying from day 1. However, is it really less expensive? The truth is, if you want to obtain good results with both, you will have to invest a lot of time an effort. Building a great SEO by yourself can be frustrating, as you will only see results in the long run. On the contrary, the effects of your PPC strategy are visible on an early stage, however, they are rarely sustainable and can negatively affect your budget without much accomplishment.
Moreover, while SEO traffic may appear as free of cost, competition to get to the first 5 results is relentless, and it will require you to have a high quality website as well as an excellent SEO strategy, and chances are you end up trusting an agency to do the work. On the order hand, success of your PPC campaign depends in a lot of different factors, such as the quality of your keywords, your landing page experience and relevance, the amount of money you are willing to invest, and, of course, your competitors’ website.
Which one should you choose?
The answer to this question really depends on several aspects:
Your business goals:
If your goal is to get leads and brand recognition as quickly as possible, PPC might be the best option for you. Results from your PPC campaign can be visible just in a few days and the whole process of creating an AdWords campaign does not take longer than a few minutes – although the time you invest in your campaign should be at least enough to guarantee its good performance – and your adverts will be running in a matter of hours.
On the other hand, if your goal is to generate leads over time, investing in a long-term SEO strategy can be highly effective if your goal is for your business to rank higher and keep a privileged position in the long run. You will need to invest your time in building backlinks, increasing the relevance of your domain and regularly creating quality content to engage your viewers. All of this requires a great investment of time, however, the results you obtain are long-lasting.
Before choosing any of these SEM strategies, you should consider if your industry has a high or low CPC – or cost per click. Why does this matter? If the CPC in your industry is low, then you can take advantage and position yourself within the top paid results without having to spend a fortune on the process. Nevertheless, you must always have in mind your website’s quality and relevance, as this will influence in a higher or lower cost.
If on the contrary, your industry presents a high CPC, you need to be aware that the costs of your campaign will be higher, and that you will spend more resources. You need to weight the value of your leads against the cost it takes you to generate them, and make sure your profit is worth the investment you make. If you beleieve that generating leads is a long-term process for your business, perhaps you should consider focusing on a SEO strategy
The final answer
SEO and PPC are two different approaches for SEM, and they will help you accomplish different targets. However, at Skyron we see them as complementary to each other. Both have great advantages that, if used efficiently, can enhance the position of your business in the paid and organic search results. Using both methods are the best way to diversify the traffic generation of your website, making your profits non-dependent on a single source. Combining both will guarantee that you will quickly gain brand awareness while at the same time building up your ranking on the search engine results page (SERP) on a long-term basis.
If you are interested in obtaining more information on SEO, PPC, and other online marketing services, check out our website to find out what we can do for you, or drop us a message to firstname.lastname@example.org