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Should you be investing in SEO or PPC?

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Michael Deane
Should you be investing in SEO or PPC?

As brands strive to build a strong digital presence, marketers find themselves in a dilemma: should they invest in SEO or PPC to get the most of their advertising dollars. This is where you realize there’s more to digital marketing than it seems on the surface. Smart, informed decisions have to be made to ensure you bring your brand to the forefront.

When done right, SEO and PPC can both help your brand gain visibility in SERP, but before you explore either of these strategies, it is best to do a thorough cost/benefit analysis.

SEO vs. PPC – What do the numbers say?

Here are some impressive stats that may help you make up your mind. According to Moz, people are 8.5 times more likely to click on organic search results than paid ones. Makes sense, as internet users tend to trust organic results more than paid advertising. That’s where SEO works wonders, as it incorporates relevant keywords to generate organic traffic to your website, by aiming to rank it on the first page of search engine results.

On the other hand, paid search can get you a 1.5 times higher conversion rate than organic traffic. Don’t be surprised – it’s all thanks to targeting. Pay-Per-Click is a keyword-driven digital marketing strategy where you get what you pay for. You are charged with the bid amount every time a visitor clicks on your website from the search engine results page. Thus, using the PPC strategy increases paid traffic.

The Million Dollar Question: Which of the two strategies should you choose?

Looking at the stats, you must be racking your brains about which of the two strategies is the real deal. The answer is your business needs SEO and PPC both in order to generate and sustain a healthy flow of traffic over time. However, as far as long term goals are concerned, the organic traffic generated by SEO is far superior than the paid traffic you get from PPC. But then again, you must be willing to wait for around six months or more for traffic to pick up on your website.

For achieving short term goals effectively, PPC is by far, the best strategy. Your company can achieve top ranks for any search term in a day. It may cost you a meagre amount or a fortune depending on the keyword. A word of caution though, both SEO and PPC are something you should leave to the experts as it is highly technical and a lot of research goes into designing the best campaigns. Make sure to find the right SEO services for your business, and see where you are in six months, when you can reevaluate your goals.

The Bottom Line

If you’re thinking of launching a new campaign online, play it safe. Go for a combined marketing strategy that includes SEO, PPC and social media like most companies do to cover all channels and ensure the best results.

Do share your thoughts with me in the comments below!

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Michael Deane
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