Take into account your marketing budget. If money is an issue, you will need to make an educated choice between the two. SEO is the right choice when your focus is on content creation. Look at other SEO blogs for ideas. Look for a few keywords about your product. You will be able to rank the site with these keywords. I’ve learned a lot about both SEO and PPC channels since we first started. Next, I will compare the good and the bad of both SEO and PPC. This will allow you to determine which is better for your particular business. Then I will show you how to use them in tandem. Let’s take a look at the fundamentals.
Search Engine Optimization (SEO)
This is the process of optimizing your webpages and website to rank in the organic search engines of Google and Bing. You can’t pay for good results. Algorithms are what search engines use to calculate the quality and relevance of your page. They rank your page accordingly.
You must figure out what the search engines believe is important. Then you optimize your website and web pages accordingly.
Advantages of SEO:
Organic traffic means endurance for your site. When you rank highly in Google for your desired keywords, you can generate consistent search traffic to your website. Even if you take a short break, traffic will remain good. Paid marketing is like a water faucet. Turn it on and traffic will flow. When you turn it off or run out of money to keep the flow going, your traffic will dry up. Social media: this is a pay to play game. Once you stop paying, your numbers drop off. For this reason, many marketers believe SEO is one of the best ways to achieve long-term scalable results. SEO is often cheaper in the long-term
Here are some downsides to SEO.
Time – SEO takes time to get results. Unique and authoritative content is required. Imagine that you intend to prepare a delicious plate of beef bourguignon. Who would you rather learn from, Thomas Keller or me?
The answer is obvious. With Thomas Keller, you’ll create the perfect dish. With me, you’ll have a disaster.
People like to learn from experts. When possible, use the experts to create your content. You can even interview them on various subjects and use their thoughts and ideas with their permission.
PPC – pay for clicks to your website
This is normally associated with search engine advertising such as Google Ads. Most media networks like Facebook, Twitter and Quora. PPC is their primary business model.
What are some advantages of PPC?
Speed – you can go over to any ad platform and begin your campaign immediately. SEO needs time – days, weeks, and even months. Granular targeting With PPC, you can try out a variety of types of data such as geography and control and pay for the exact people you desire on your website.
You will get quick feedback. Set up a campaign, monitor the results in a short time span, and decide what works best. Whereas, SEO is much slower.
You can set up a campaign, run A/B tests, and monitor the results to figure out what works and what doesn’t.
Comparatively, SEO is slower and thus it can be difficult to attribute success or failure to any single individual change or tactic.
PPC is not always the right solution.
1.One of its downsides is the expense. It can become very expensive.
There are some keywords that can cost $40.00 or more per click.
2.Can quickly loses its ability to be effective
PPC is easy to scale but that can work against it.
Ad blindness can occur. As your campaign continues to run, it loses its effectiveness. You will need to keep on creating new ads, copy, and photos. You cannot just keep running the same campaign.
3.Money will be necessary in order to make more money. Profitable ads can be costly.
SEO vs PPC: Which is better for my business?
The answer depends on a few variables.
Both are worthwhile sources of traffic. There are some situations where one may be a better choice than the other.
When you have an innovative product:
To get organic traffic, you’ll need to target topics that people are already searching for. When you’re building a company with an innovative product, it is likely that no one is looking for it because no one has ever heard of it. They don’t know it is out there.
It might be smarter for you to leverage social media PPC to build awareness for your product or service.
2.PPC makes more sense when you are getting ready for a launch or you have a one-time offer or are preparing for a Kickstarter launch.
This is when PPC is the right strategy.
If you were to use SEO, your event might be finished before you can even begin to get a ranking. You will need to use PPC or other channels like influencer marketing.
3.When you’re trying to promote commercial content:
Generally speaking, people don’t want to link to commercial content like landing pages. To rank one in organic search, you’ll have to consider using strategies like the Middleman Method.
When you need fast results use PPC as you can drive traffic directly to a landing page.
4.If you wish to sell your site, you should “manipulate” the multiple in your favor by using SEO.
Buyers love SEO . There is no need to monitor the campaign actively. Once you rank in Google for your desired keywords, it often takes less work to manage compared to PPC.
One reason for this is the vicious cycle of SEO.
Ranking in the first place means more and more people link to you naturally over time. And because links correlate with rankings, your rankings stay put.
With PPC, ad blindness and scale effects are present. You have to constantly manage and refresh your campaigns so they don’t break or go stale. Plus, if the ads stop working, the business could potentially die overnight.
Not a good sign for buyers.
Thus, if you’re into the website flipping business, it might be better for you to focus on SEO.
Run experiments to figure out which is better for your business if you do not see yourself in any of these circumstances.
I’d recommend using The Bullseye Framework. Created by Justin Mares (Founder, Kettle and Fire) and Gabriel Weinberg (CEO & Founder, Duckduckgo), this is a simple framework that can help you find a traction channel.
Here’s the 3‑step process:
Brainstorm potential traction channels. Who is your target customer and where can you find them? For example, if you’re selling jewelry online, Pinterest Ads might be a viable channel. Construct small cheap tests to determine if the idea is good. Before you invest a significant portion of your budget into a marketing channel, make sure it delivers ROI for you. For example, you might want to run a small PPC campaign on Pinterest to test if it actually drives sales. Double down on the best channel. As you’re running simultaneous traction tests, one of these channels will emerge as a “winner.” (i.e. gives you the best ROI.) This is the channel you should invest in.
SEO and PPC: Using them in tandem
The most successful businesses use both SEO and PPC because they compliment each other. When both channels are profitable, use them both.
SEO is our second-largest driver of users (after word of mouth). But don’t neglect the paid side either. Both channels work, so leverage the two to maximize their effectiveness.
Here’s what to do:
Use Facebook Ads to build awareness
Run Facebook ads to get it in front of as many people as you can.
Running PPC ads also in order to acquire backlinks, even though this may not be your main purpose. Nobody can link to content unless they know it exists. PPC ads help with this.
Today, most social media networks like Facebook, Twitter, and Quora have also adopted PPC as their primary business model.
This is a type of online advertising that permits you to target visitors who have come to your website and left. This gives you a chance to vet these visitors to come back and perhaps consider a purchase. Some may purchase right away, but others are undecided and need to be retargeted. Facebook ads are an excellent way to retarget. Of course, you may do retargeting on most other PPC platforms as well. Pursue keywords of your competitors -words they are currently bidding on If you could see the keywords your competitors are bidding on in Google Ads; you could find potentially lucrative keywords and pursue them either via PPC or SEO. Consider those targeting keywords that may also be lucrative for your business via PPC or SEO.
Imagine that SEO is a banana, and PPC is a grape. Can you say a grape is better than a banana or vice versa? At DOLFIN SEO we believe that organic SEO offers the best opportunity for growth in relation to investment. Our goal is to grow with the customer and build lasting traffic and not be a flash in the pan.