To increase the visibility of your website in search engine results, you can consider two strategies: search engine optimization (SEO) and pay-per-click (PPC) advertising.
And while everyone’s end goal is basically the same, marketers often have a hard time deciding which strategy will work best for them, as PPC and SEO have their own pros and cons.
What is SEO?
SEO (Search Engine Optimization) is the continuous optimization of your store’s website in order to improve your search engine results.
What is PPC?
PPC (Pay-Per-Click) is a method of promoting your e-commerce website with the aim of driving traffic to it. The most popular of these platforms are Google Ads and Facebook.
Here’s a basic rundown of their difference:
- PPC costs money; SEO is “free”.
- SEO is a long term investment. PPC ads can be served in minutes.
- When writing PPC texts, it’s all about brevity. SEO content should be comprehensive.
- SEO professionals need to decipher ranking factors through testing and encrypted forum posts from Google employees (no direct contact line). Google offers training and customer support via email, phone, and forum for PPC.
Another reason people differentiate SEO and PPC is that they employ different skills.
Here are some key differences between PPC and SEO professionals:
- PPC requires expertise in keyword bidding, managing budgets, writing short ad copies, and analyzing a number of unique performance metrics.
- SEO professionals need to know how Google’s search algorithm works. This means that they must have a tech savvy, analytical and creative mindset at the same time.
SEO is a relatively inexpensive SEM option, especially compared to PPC. If you are developing an SEO campaign and tweaking your content to get the most out of your target audience – and thereby increase your website traffic – you can either create the content yourself or outsource the work to professionals who specialize in digital marketing.
The main benefit of PPC is that you pay for the ad space, so you can be sure that you will play a leading role in user searches. PPC is also quite easy to set up and understand compared to the intricacies of SEO. However, PPC fees only guarantee visibility. As mentioned earlier, whatever the outcome of the click is, you pay. And compared to SEO, you have less control over what kind of traffic you collect.
By integrating SEO and PPC, you can occupy more properties on the Google SERP. In this way, PPC and SEO work together to remove the competition and create a stronger brand impression. This way, you can maximize your marketing ROI by using both strategies at the same time.
SEO is clearly the best option for your long term traffic, conversions, and ROI. The stronger you are at SEO, the more benefits you will get. Organic search also encompasses a wide variety of content types (e.g. web pages, blog posts, videos, podcasts, infographics, presentations, reports, video podcast etc.). This allows your team to get creative and showcase your brand’s differentiation and personality more effectively than PPC.
The most popular ad networks include Google Ads and Facebook Ads. All in all, PPC is a must-have for driving targeted traffic if you want instant results. SEO Company in Pune offers all online marketing services which are necessary to rank any website.
When is PPC a must?
For urgent promotions, if you want as much traction and traffic as possible with a limited supply or promotions, PPC is a must. Although SEO is time-consuming, PPC allows you to campaign for offers that expire in a few days to drive targeted traffic to your website and convert it faster. For Highly Targeted Traffic With PPC, unlike SEO, you can target very specific online shoppers based on their demographics, buying habits, age, income, and interests – for no. to name a few.
While SEO builds authority, ranking and brand value over time, PPC online stores provide instant and fast results. As soon as your campaign goes live, you will see instant traffic. It is the perfect way for your website to promote limited products, bring new products to market, attract new business, etc., making it the primary marketing avenue for ecommerce businesses.
You need both. The success of your business depends on traffic, and the point is, SEO and PPC taken together are the most powerful approaches to driving and keeping traffic. While SEO requires more money to build, it doesn’t require an advertising budget. You should also consider the constant changes that Google can make. Although PPC gives instant results, it can be very costly if not properly optimized.
To win, your best method is to combine SEO & PPC. You can run tests with PPC right away for instant results, and then you will know which keywords to invest in SEO – which takes time to get results. Studies have shown that running them both actually increases your overall pie – we’ll cover this in more detail in another article. So stay tuned.
If your brand needs help achieving the successes that can be achieved by incorporating SEO, PPC, contact Digitalizer, the Digital Marketing Company in Pune, for advice on how to leverage each discipline to dominate the SERPs.