SEO Vs PPC: Which Is Better For Your Business?
As a business owner, you’re constantly looking for ways to drive more traffic to your website and increase conversions. Two popular options to achieve this are Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. But, which one is better for your business?
In this post, we’ll examine the world of SEO and PPC, exploring their differences, pros, and cons, to help you make an informed decision. Whether you’re just starting out or looking to optimize your existing strategy, this guide will give you the insights you need to choose the best approach for your business and start driving real results.
Key Takeaways:
- SEO is a long-term strategy that can provide consistent organic traffic to your website, with staying power even when you’re not actively publishing new content.
- PPC can be expensive, especially for high-traffic keywords, with estimated costs potentially reaching millions of dollars per year. In contrast, SEO can be a more cost-effective option in the long run.
- When deciding between SEO and PPC, consider your business goals and target audience. If you want to attract customers who are actively searching for your products or services, SEO may be the better choice. However, if you need quick results or want to target specific demographics, PPC could be the way to go.
What is SEO?
Your website is like a storefront, and search engines like Google are the streets where customers walk by. Search Engine Optimization (SEO) is the process of optimizing your website to rank higher in search engine results, making it more visible to potential customers. It’s like putting up a sign on your storefront for people who are looking for what you do that says, “Hey, I’m here! Come check me out!”
Keyword Research
On the path to SEO success, you need to understand what keywords your target customers are searching for. Keyword research involves finding the words and phrases your customers use when searching online. This can be done using tools like Ahrefs’ Keywords Explorer or the keyword tools at SEM Rush, which helps you identify relevant keywords and phrases that can drive traffic to your website.
On-page SEO
Research shows that searchers have different intentions when searching online. Some want to learn, while others want to buy.
On-page SEO is about creating content that aligns with these intentions. It’s about understanding what searchers want to see and creating content that meets their needs. This includes optimizing title tags, meta descriptions, and header tags, as well as creating high-quality, engaging content.
For instance, if you’re creating content about “how to make kefir,” you’ll want to provide a step-by-step tutorial that educates searchers. On the other hand, if you’re creating content about “basketball shoes,” you’ll want to showcase different products and provide purchasing options.
Off-page SEO
One way to build credibility with search engines is to get other websites to link back to your website. This is known as building backlinks, and it’s a crucial part of off-page SEO. Backlinks act like votes from other websites, telling search engines that your website is trustworthy and deserves to rank higher.
On your site, you can also focus on building high-quality content that other websites will want to link to. This can include creating informative guides, infographics, or even hosting webinars.
Technical SEO
Research shows that technical SEO is just as important as on-page and off-page SEO. It’s about making sure search engines can crawl, index, and understand your website’s content. This includes optimizing images, videos, and other media, as well as ensuring that your website is mobile-friendly and has fast loading speeds.
The goal of technical SEO is to make it easy for search engines to find and understand your website’s content. This includes optimizing your website’s structure, ensuring that your website is secure, and making sure that your website is accessible to all users.
SEO: Pros and Cons
Clearly, SEO is a crucial aspect of digital marketing, but like any other strategy, it has its advantages and disadvantages. Let’s break down the pros and cons of SEO to help you make an informed decision for your business.
Pros of SEO
On the plus side, SEO offers numerous benefits. By optimizing your website for search engines, you can attract high-quality leads and drive conversions. Other “pros” include:
- Organic traffic has staying power
- People trust organic links more than most others
- Based on that, they click on them more.
- Increased brand credibility
- Targeted traffic: SEO brings visitors to your site who are already looking for what you do.
- Improved user experience
- Long-term results
- Cost-effective
Cons of SEO
As with anything, SEO has its cons as well as pros. The most significant con is that SEO takes longer than PPC. It’s definitely more of a marathon than a sprint in most cases.
Ask any SEO nerd, “How long does SEO take?” and the standard answer is, “3 to 6 months”. The reality is that it depends upon how aggressive the SEO agency is, how much geography you want to rank for, and how competitive your industry is. It’s far easier to get you on page one quicker if you’re in an industry where there isn’t a lot of competition and you are targeting a 20 mile radius than a realtor in an entire state or nationally.
Here is a robust list of SEO cons:
- SEO takes a lot of work. It’s labor-intensive
- Algorithm changes can negatively impact rankings Increased brand credibility
- High competition for popular keywords
- Requires ongoing effort and optimization. It’s not a “one and done” thing
- Limited control over search engine rankings. You can do all the work and still not rank well.
- Potential for penalties or bans if you violate Google’s terms
What is PPC?
All businesses want to drive traffic to their websites and increase conversions. One way to do this is through Pay-Per-Click (PPC) Or Google Adwords advertising. But what exactly is PPC, and how does it work?
Understanding Google Adwords (PPC)
An vital aspect of digital marketing, PPC is a form of online advertising where you pay each time a user clicks on your ad. This model allows you to create ads that appear on search engines like Google, Bing, or Yahoo, and you only pay when someone interacts with your ad.
How PPC Works
One of the most significant advantages of PPC is its ability to drive targeted traffic to your website quickly. Here’s how it works:
When you create a PPC ad, you set a budget and bid on specific keywords that you think your target audience will search for. When someone searches for those keywords, your ad appears on the search engine results page (SERP). If they click on your ad, you pay the bid amount, and they’re directed to your website. The goal is to convert them into customers, whether it’s through a sale, sign-up, or other desired action.
PPC: Pros and Cons
Now that we’ve covered the basics of SEO, let’s probe the world of Pay-Per-Click (PPC) advertising. PPC is a form of online advertising where you pay each time a user clicks on your ad. Here are the pros and cons of PPC to help you decide if it’s the right fit for your business:
Pros Of Google Adwords
The biggest advantage of PPC is that it can provide fast results. You can create an ad campaign and start driving traffic to your website as soon as the campaign is created. Additionally, PPC allows you to target a specific audience and track your return on investment in a way that is much simpler than SEO
Here are the other pros of having an Adword campaign:
- Fast results: You can see immediate traffic and conversions
- Targeted audience: You can target specific demographics and interests
- Measurable ROI: You can track your return on investment easily
- Flexibility: You can adjust your budget and targeting on the fly
- Brand awareness: PPC ads can increase brand visibility
Cons of PPC
The biggest negative about Adwords campaigns is that you’re paying for each click, which can add up quickly. This can be especially true if you’re in a competitive industry where bids are high.
Plus, if you’re not careful, you may find yourself relying too heavily on PPC traffic. This can be problematic if your ad budget is cut or if your ads are no longer performing well. It’s important to diversify your marketing efforts to avoid putting all your eggs in one basket.
Here are the other negatives of PPC campaigns:
- Fewer people click on ads than they do the organic links
- Limited ad space: Only a few ads are shown on each search engine results page
- Ad blindness: Users may become desensitized to ads over time
- If you don’t know what you’re doing, you can set a lot of money on fire. Read one of our previous posts GOOGLE ADWORDS MISTAKES & HOW TO FIX THEM
SEO vs. PPC: Which is Better for Your Business?
Given that both SEO and PPC have their own strengths and weaknesses, and the best choice for your business depends on your specific goals, resources, and target audience.
One of the first questions we ask a business owner who is considering one or the other (or both) is, “How much money does your average customer give your business?” The answer to this question helps establish the potential ROI for either marketing element. Obviously, the math has to work for any element you choose.
When to Choose SEO
Any business looking to establish a long-term online presence and drive consistent organic traffic should consider SEO. With SEO, you can create high-quality, relevant content that attracts and engages your target audience, ultimately driving more conversions and sales.
When to Choose PPC
The time-sensitive nature of PPC makes it ideal for businesses with limited-time offers, promotions, or product launches. If you need immediate results and are willing to pay for each click, PPC can be an effective way to drive targeted traffic to your website.
Businesses with a high conversion value per customer, such as those in e-commerce or B2B industries, may also find PPC more cost-effective in the short term. Additionally, PPC can help you test keywords, ad copy, and landing pages before investing in SEO efforts.
Using Both SEO and PPC
Choose to use both SEO and PPC if you want to maximize your online visibility and drive traffic from multiple channels. By combining the two, you can create a powerful online marketing strategy that targets different stages of the buyer’s journey. Read more about the benefits of integrating Google Adwords with SEO.
For instance, you can use PPC to drive immediate traffic and conversions, while simultaneously working on your SEO efforts to attract organic traffic and establish long-term credibility. This approach can help you dominate search engine results, increase brand awareness, and drive more sales and revenue.
Measuring Success: SEO and PPC Metrics
Unlike other marketing strategies, SEO and PPC provide measurable results, allowing you to track your progress and adjust your strategy accordingly. To determine which approach is better for your business, you need to understand the metrics that matter for each.
SEO Metrics: Tracking Organic Traffic and Rankings
Metrics like organic traffic, search engine rankings, and domain authority help you gauge the effectiveness of your SEO efforts. By monitoring these metrics, you can identify areas for improvement and optimize your content to attract more targeted traffic. For instance, if you notice a decline in organic traffic, you can analyze your website’s technical SEO, content quality, and backlink profile to identify the root cause.
PPC Metrics: Tracking Conversions and ROI
Rankings like cost-per-click (CPC), conversion rate, and return on ad spend (ROAS) are crucial for measuring the success of your PPC campaigns. These metrics help you understand whether your ads are generating leads, sales, or revenue, and whether your investment is yielding a positive return.
For instance, if you’re running a PPC campaign with a CPC of $5 and a conversion rate of 2%, you can calculate your cost per conversion ($5 / 0.02 = $250). If your product’s average order value is $500, your ROAS would be 100% ($500 / $250 = 2). This data helps you optimize your ad targeting, bidding strategy, and landing page experience to maximize your ROI.
Whether you use SEO, Adwords or both, the only real metric that matters is how much your phone is ringing and the new customers are coming in. If you work with a digital marketing agency, that’s the only metric of success that really counts.
Final Thoughts
Taking this into account, you now have a solid understanding of the differences between SEO and PPC, as well as their pros and cons. Ultimately, the choice between these two marketing strategies depends on your business goals, resources, and target audience.
By weighing the benefits of each, you can create a well-rounded digital marketing strategy that drives traffic, generates leads, and boosts conversions.
Be mindful of, SEO is a long-term investment in your online presence, while PPC offers quick results. Choose wisely, and watch your business thrive! Contact the professional at Make It Loud at 678.325.4007 if you want to get started.
Cliff Tillery, MBA is the Chief Operating Officer and SEO Director at Make It Loud which is a digital marketing firm located outside of Atlanta Georgia. More than 14 years ago, he started search engine optimization at this award-winning agency and has taught digital marketing skills to business owners at the Gwinnett Chamber of Commerce, the Gwinnett Entrepreneur Center, and other groups.
