One of the greatest challenges any budding entrepreneur with an outstanding business idea has to face down is how to best get their name out there.
By now, if you have been exploring your online marketing options, you would have stumbled upon the two main types of marketing, which are Search Engine Optimisation and Pay Per Click Advertising.
Both have the possibility of greatly benefitting your business and both will without a doubt get your name out there, but they also come with some careful planning if you wish to make the most of your preferred marketing.
If you are stuck on the fence, trying to figure out which direction you should take your marketing in, this quick guide is just what you need.
What is the difference between SEO and PPC?
Although both are a form of online marketing, there is one key difference that separates the 2, and that is payment.
SEO is generally something that influences the search engine rankings of a website, through the careful structuring of the website, according to Google’s best practices.
PPC advertising is basically paying to get that good ranking, but with the catch that you don’t get to stay there for a prolonged period of time.
SEO is considered organic while PPC is paid.
SEO has a longer lifespan but it takes longer to achieve that visible outcome, while PPC is only viable for as long as you have the budget to pay for it and so it has a much shorter lifespan.
SEO works to improve traffic in a natural way
With this approach to online marketing, these are the positives:
SEO Builds Trust
Trust and credibility are two things that every company should strive to achieve. When your business has a reputation for being credible and trustworthy, you have a greater chance of building your business by getting more customers to support you. The way in which SEO builds trust is that it gives those who find your website on the best spot on the web the idea that the reason you are there is that you are a trustworthy brand.
SEO Creates Awareness
Which business doesn’t want to be more visible to potential clients? Through the use of specific keywords, businesses can climb up the rankings and basically become more easily seen by anyone looking to find the business selling want they want.
SEO Helps with Branding
SEO helps to build branding by associating certain keywords with the websites that come up during a search. The more often your website comes up when specific keywords are searched for, the more potential clients will associate those products or services with your company. This brand building will also help to make you and your business an authority in your field.
SEO Increases Website Traffic
Possibly the greatest benefit of all, SEO is designed to increase website traffic which in turn means more business and greater profits. When your website is ranking well enough to improve website traffic, your website can be used to educate and persuade buyers.
SEO offers an Impressive Return on Investment
When compared to other types of advertising and even PPC, SEO gives clients an impressive return on their investments, even if they have been paying out quite a sum for their monthly SEO package. SEO has been proven to work and when done well, you can easily see your business grow.
SEO is Sustainable
SEO doesn’t stop benefitting you, even when you stop your SEO package. When you have other types of marketing especially the paid kind, you will instantly start benefitting but you will also immediately stop benefitting the moment you stop paying. Luckily, with SEO, no such thing will happen.
SEO gives you a Strategic Advantage
Building a website and gaining the advantage through the use of SEO is neither quick nor easy. SEO is a timeous practice and it is not something that starts giving results instantly. SEO can also take some practice to perfect, as every company will need a strategy unique to them. But once SEO has taken effect and the website is visible for most of its keywords, it is incredibly difficult for any other website to become as visible overnight.
This means that SEO is able to help you create a fantastic strategic approach to your marketing and it will give you an advantage over your competitors.
Pay Per Click (PPC) Works for Targeted Marketing
Pay Per Click has certain benefits that any company can look forward to enjoying:
PPC gives Instant Page Position
Above-the-fold advertising is one thing that every business would love to have because it is eye-catching and as such easily seen by those who are looking for the company providing the specific products and services they have searched for.
PPC Improves Ads
As an advertisement, you will have more control over the information that you are including. Along with the general information on display, such as the item or service for sale, you can also display contact information, location, and various links.
PPC allows for Visible Ads
Known as visual product ads or display ads, with these types of ads, you are able to make quite the visible impact which in turn means those looking for whatever it is you are selling, will have a better chance of being persuaded to make a purchase. These ads are designed to improve the click-through rate, especially as this type of display is not available in organic search.
PPC allows you to create a Budget
For those who want some form of search engine marketing but who are not able to spend a monthly budget, PPC is ideal because it can give you greater control over your budget, allowing you to spend when you have the money and save when you don’t.
PPC makes room for Targeting
Targeted SEO is possible through the use of Local SEO, but it is not nearly as visible as the targeted ads that you can create with PPC. These types of ads can be set up in such a way that they can be displayed at certain times of the day and certain days of the week, and it can also target specific locations, devices, and audiences.
PPC Works Fast
Unlike SEO which can take plenty of time to get going, PPC works as soon as the advert goes live. The setting up of a campaign can be done within a few days and it can be constantly changed until it starts working in the way that you expect it to.
PPC is Versatile and Flexible
The agility of the campaign is a fantastic thing because it gives you the time and the capacity to test your pay-per-click campaign, especially if you are looking to add new products or services to your advert.
So which is best for you?
The ultimate decision of which form of marketing is best for the company will be decided by the unique needs of the business. Some businesses thrive on SEO but don’t really have much luck when it comes to PPC, while others struggle to get a footing with their SEO but do well with PPC.
One of the questions that you will need to ask yourself, when making your decision, will be to ask how many leads you need right now and how many are you willing to wait for? If you are able to play the long game, then SEO is for you. If you are in a hurry to get leads as soon as possible, then PPC is the best option.
You will also need to figure out if you are happy to wait a while for the results, you will need to make sure that you know what kind of budget you are working with, and you will need to have a look at how well your competitors are doing online.
Small Business Options
If you are running a small business, you are unlikely to have a large budget to use for paid advertising.
So PPC might not be the best option for you, but SEO might be a lot more suitable for your specific needs, your budget, and your goals. SEO won’t break your budget and once it takes hold, your business will be enjoying constant leads.
Small businesses can also benefit from niche marketing and SEO, which allows you to find keywords with low competition and a good search volume.
Medium and Large Business Options
Larger companies often have a lot more financial wiggle room, which means you can run more PPC ads which can, in turn, mean more business for you. PPC ads will allow for instant leads and better brand awareness, which can be especially helpful if you are running an e-commerce store.
Sometimes, SEO and PPC work best when they are used in combination and this is why it can be more beneficial to run a campaign that makes the most of these two digital marketing techniques.
Not sure what will work best for you? You can always have a chat with the team at SEO Pros. Our experienced team can help you find the best marketing solution for your business, without breaking your budget.
