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Investing in PPC Marketing or SEO?

When it comes to online marketing how do you know if you should invest in PPC Marketing or SEO? Google reigns king. Getting your website to the top of the search results is essential if you want to take advantage of online traffic. There are two main techniques that businesses use to get their website higher in the search results. One is search engine optimization (SEO) and the second is pay-per-click (PPC). Continue reading to discover which method is the best option for your business!


How does PPC work?

SEO or PPC MarketingPPC is a marketing technique that depends on search results. A company bids on specific keywords and ranking order. If they win the bid their website will be featured at the top of the keywords search results. For instance, an online make-up brand may bid on keywords such as “lipstick” or “eyeshadow.” If they win the bid their website is featured at the top of the results when a user searches these keywords.

Each time a user clicks on the link the company pays the price they bid with. If the user doesn’t click on the link, then the company doesn’t have to pay for being featured.

In a PPC the website will clearly have the word “Ad” next to the link. This is a legal requirement for Google to be transparent with its users. The “ad” label shows the user that the company has paid to be included at the top of the search results.

What does SEO actually mean?

SEO is more than just keywords. Basically, using SEO means that a company is playing by the technical rules set by Google in order to be featured up higher in the search results depending upon Google’s algorithm.

To make a website engine SEO-optimized, these are some of the things businesses can do:

Keywords: This is one of the most popular SEO techniques. Companies build website content that features important keywords. In the case of the earlier example, a content creator may use “lipstick” and “eyeshadow” in their makeup articles. On top of this, creators may also write about trending topics to get spikes of activity and user traffic.

User-friendly website: A good site comes down to quick loading time, responsive features, and quality security (such as an SSL certificate.)

Updated content: Google will also rank a website higher if there is regular activity. So it’s important to post consistent content.

Sites with blogs get over 434% more search engine indexed pages! – Content Marketing Institute

SEO is a great way to use Google’s’ algorithms to get a website higher in the search results and draw in more customers.

Which one is better?

Both of these online marketing techniques have their pros and cons. PPC is simple and straightforward, yet users will always see that the website is a paid advertisement. Alternatively, SEO is organic and long-term.

A content creator won’t get immediate results with SEO. Yet, they can slowly build brand awareness and popularity by indulging in Google’s algorithms. On top of this, using SEO will generally make a website more professional and attractive to customers.

Both techniques require a lot of planning. With PPC there’s the risk that the marketing campaign has something wrong, such as the demographics or keywords. There is the potential with PPC to lose a substantial amount of money if you don’t know what you’re doing.

There are a surprising amount of costs behind SEO. From developing regular SEO-optimized content to creating a secure and contemporary website. On top of this, website managers need to be constantly up to date with new trends, topics, and keywords to boost their SEO game.

PPC gives provides the most control over site placement. However, users can be distrustful over paid advertisements. The first organic link can usually get more clicks because it’s seen as more authentic.

PPC is simple and quick. However, as soon as the campaign finishes the website will go down the rankings back to where it started.

SEO is slow and steady, it can take up to 1 year to get high up in the search results. Business owners need to understand this. However, it’s easier to maintain the ranking once the website reaches the top.

Try a blended approach

These marketing techniques actually work best when used together. PPC without a SEO-optimized site is worthless. Additionally, a PPC boost is always good for a company. Find a blend of both of these approaches to suit the needs and structure of your business.

Reach out to the experts at Bullseye to drive targeted traffic and get more customers. Don’t go it alone. Call 305-907-7012 today!