With the advent of the Internet, more and more people are using search engines like Google to find the products and services they need. Search engines have become an essential medium that influences the purchase decision of the buyer. The chances of people finding your website through search engines are much better than getting there directly. Therefore, a strong presence in search engine results becomes crucial for businesses.
Search Engine Optimization (SEO) and Pay Per Click (PPC) are the two most important marketing strategies aimed at attracting website visitors.
SEO is a combination of various strategies and techniques used to increase the number of visitors to a website by improving its ranking in organic search results. Higher search engine rankings mean more visitors, higher conversion rates, and therefore more revenue. SEO includes techniques such as keyword research, SEO auditing, on-site optimization, off-site optimization, competitor analysis, and results evaluation.
PPC is one of the most popular forms of search engine advertising. Google allows advertisers to display their ads in the sponsored results section. The advertiser pays a fixed amount to the search engine when their ads are clicked. The click directs the visitor to the advertiser’s website. So instead of earning search visits organically, a business somehow buys visits to their site.
Both methods aim to convince users to visit and increase traffic to your website.
Both approaches have their advantages and disadvantages, and before deciding which is the best strategy for your business, you should consider the following points:
- The amount you want to spend on marketing should be taken into account. If you’re working on a tight budget, PPC may not be a feasible option and will increase your expenses. PPC allows benefits such as:
- The main goal of any website is to generate traffic and increase conversion rates (CR). And website variables should be tested to resolve pain points and improve CRs. PPC can be used to buy the required traffic and achieve the result quickly.
- The search engine algorithm changes from time to time. Sites optimized for one type of algorithm suffer when the algorithm changes and a new update is instantly required. But while you pay per click, you are immune to algorithm changes.
- The cost per click (CPC) is different for different keywords and phrases. Use the ‘Traffic Estimator’ tool to find out the average cost of any keyword/phrase. Make sure the average cost for your specific keyword is not too high.
- Analyze how strong the competition is in your target market. Use Google’s ‘External Keyword Research Tool’ to estimate the level of competition in your industry.
You may find that authority websites mostly dominate your targeted keywords. Shifting such sites to make a place for your website in the market is quite a complicated job. Instead, it makes more sense to use PPC services in this case.
It is not necessary that only one of the two strategies be used. Both can be used in combination for a powerful impact.