Should You Invest in SEO or PPC?
September 19, 2020
SEO or Search Engine Optimization is the term used to describe the optimization process done to your website and its pages to reach a higher rank in search engines. These search engines can be either Google, Bing, or the sort. PPC or Pay-per-click is the term used to describe an advertising model that requires you to pay for the clicks onto your website. This form of advertising is associated with various types of search engine advertising such a Google Ads. Both SEO and PPC are great ways to boost the traffic that visits your website. However, if your business is on a tight budget, it’s best to opt for one option out of the two.
The question which then arises is, should you invest in SEO or PPC? Read on further to understand which marketing tactic is suitable for your business.
PPC is a form of advertising that allows you to bid on various keywords that you would like your website to rank. In this way, your campaign’s ads would appear towards the top or bottom of the search results of the targeted keyword. Once someone clicks your ad, you pay the price that you had bid. On the other hand, SEO is the way to increase your website’s ranking on the search results using various factors that Google uses to grade websites through. These factors include relevant keywords, fast loading, responsive and user-friendly design, new content posted regularly, and secure browsing experience.
Various search engines provide you with the ease of setting up PPC advertising tools. It takes less time and effort to do so. All you have to is set it up and configure your audience requirements. On the other hand, SEO takes a bit of effort and time. Although setting up SEO is relatively easy, maintaining and continually updating content to suit the changing algorithms is necessary to secure your place at the top.
Although SEO is generally regarded as being ‘free,’ in reality, it is not. There is much investment put into creating SEO content. Setting up a website, generating content continually, and optimizing each thing. PPC, on the other hand, also involves a budget that needs to be set. You further need to bid on keywords, and the winning bid is allowed to display ads.
Different industries fare better with PPC and others with SEO. You need to research upon whether PPC is the correct form of advertising for the industry your business operates in. On the other hand, SEO is suitable for any business and website. It allows you to reach your target customers easily.
PPC is a quicker way to reach the top of the search results, instantly in fact. You can do so as soon as you launch your campaign. On the other hand, SEO takes time for you to achieve complete success. However, once you do, your efforts will be worth it. You will be able to maintain your position for longer. Through PPC, you could quickly lose the top search result position once your ad campaign ends.
In this way, there’s no correct answer to the question asked at the start: Should you invest in SEO or PPC? You should go through the differences mentioned above to see which would suit your business’s needs in a better manner. Both are highly effective ways to make your website reach the top results position. The only thing that would differ is how much time and effort, along with the money you are willing to invest.