Businesses are leveraging the power of the internet to boost their sales and profits. The goal is to get as much online traffic to their website as possible so they can convert the visitors into customers and make money. For this purpose, they make use of the two best internet marketing solutions available to them, namely search engine optimization (SEO) and pay per click (PPC). They don’t care whether they receive PPC traffic or SEO traffic as long as the number of visitors to their landing page keeps increasing.
The paucity of viable internet marketing solutions may make you think as those choosing one is easy. This is hardly the case though. For the average marketer, deciding to select one out of the two options is a difficult decision to make. The confusion is compounded by the fact that the two are as different as chalk and cheese. The result they deliver is uniform, i.e. a larger volume of traffic to the business’ website. It is the approach which is diametrically dissimilar.
SEO makes use of keywords for optimizing websites and getting them to the top of search engine rankings. Needless to say, it takes time for SEO solutions to deliver the results you want. On the other hand, PPC employs ads for your business posted across the internet. Every time someone clicks on an ad related to your business, you would have to pay the host. As compared to SEO, the PPC solutions can provide the results in quick time and without too much effort.
On the surface, it may seem as though PPC is the right choice for your business. After all, it required lesser time and resources. But that isn’t the only thing you should be considering when making your decision. This is why deciding between PPC vs. SEO online traffic is so difficult. Each option has its merits and demerits which you need to understand before selecting the one you want to use for your business. Let’s look at both of them separately.
Pay per Click (PPC)
PPC has a limited scope when it comes to online marketing. This makes it the ideal solution to use if you want to promote a specific product or service on your website rather than the entire business website. It is even more effective if the product is a newly launched one and has not yet made its mark in the market. Since PPC involves getting people to click on your ad and be directed to a landing page, you can keep a tab on each customer’s journey from start to finish.
PPC is known to deliver results from the outset. Provided you have all the pieces in place, you can find success with PPC in no time at all. At the same time though, PPC solutions can prove to be incredibly expensive for you. The reason for this may be not using the right keyword or overlooking any other important aspect of your campaign. A major drawback of PPC campaigns is that setting up an account is so easy that a person starts believing getting results would be a piece of cake as well.
All said and done your PPC campaign accounts for merely 25% of the total online traffic that your website can generate. Despite this, the amount of money you spend on it would be at least two to three times that you spend on SEO. This is why you need to be absolutely sure that you can make PPC work before deciding to opt for it. If you believe you have the ability to make the most of PPC solutions, only then should you opt for them. Else, SEO is a great alternative available to you.
Search Engine Optimization (SEO)
SEO is a long-term investment in terms of time and effort but not in terms of money. In fact, you will find that the money you spend on your SEO campaign hardly makes up a quarter of your total online marketing budget. This is the reason why SEO is considered to be such an effective means of marketing a business online. Unlike PPC, SEO solutions give you the chance to promote your entire website or a specific landing page, depending purely on your needs and preferences.
However, achieving results with SEO takes a lot of time compared to PPC. Add to that the fact that search engine algorithms keep changing which makes life difficult for the SEO experts. Even with the two major drawbacks, SEO can still deliver up to 75% of the online traffic for your website. Moreover, the SEO traffic you generate through your efforts is continuous and ongoing. This makes SEO a more permanent solution than PPC.
With SEO, you can get more people to visit your website and the visitors to spend more time on your website. This is a major benefit PPC solutions cannot deliver for you. Plus, you have the option of using tools like SEMrush to find the right keywords for your SEO campaign that you can use to optimize your website and landing page. SEMrush can play a major role in helping you set up an effective SEO campaign and make the most of it.
Final Word – PPC vs. SEO
It is tough to select one from the two options available to you. Thus the best way to benefit from the internet marketing solutions for you would be to use them in combination. PPC will deliver the short-term results and SEO would help consolidate the success you achieve. Both of them would enable you to increase the volume of online traffic you generate. Though SEO is comparatively better in terms of delivering results, one cannot ignore the efficacy of PPC solutions which is why you should use both.