SEO vs PPC – the Pros & Cons
When it comes to internet marketing one of the most common questions our technicians get asked is ‘how do I get more traffic to my site?”
While there is far more to converting visitors into customers than simply getting more traffic (hint: you need a great website) , in this article we will explore the 2 most common means of generating visitors; SEO & PPC
Get Instant Traffic with PPC
Pay-Per-Click (PPC) is an instant gratification form of advertising that enables you to boost online traffic by paying a fixed amount for each and every click that connects to your website from an online advertising platform .
The most popular (and reliable) PPC providers are Google AdWords and Facebook Ads.
Benefits of Google AdWords
Google is still the most popular search engine in the world. It has become synonymous with online search as we often say “just Google it” instead of “search for it in your preferred search engine provider”. Using Adwords you bid on keywords that are most relevant to your business, and then pay Google a certain amount for each time someone clicks on your ad. The more popular the keyword, the higher the Cost Per Click (CPC).
Benefits of Facebook Ads
Facebook is second only to Google in terms of site visitors per day. Where Google allows you to target based on what people are searching for, Facebook allows you to select what type of people your ad will be served to by geography, age, interests or even based on pages they like within Facebook. This allows for a much better likelihood of your ad being viewed by your ideal customer.
The Pros & Cons of PPC
Pros: Instant traffic to your website can mean new customers and leads from day 1. Your budget is guaranteed as you fix it to an agreed daily limit. You can immediately assess what advertising is or isn’t working and adjust your ads to suit
Cons: Depending upon your industry it can be very very expensive to use PPC. It also requires you have a clear understanding of your target market and a very good presentation of your value propositions on your website – otherwise you can lose the prospect as they ‘bounce’ to another site.
Target Organic Search with SEO
SEO is the process that gets your content and website appearing in the top search results for particular search terms when people search on sites such as Google, Bing or Yahoo. Most people click on one of the search results on the first page of their search engine, so better search engine rankings mean you get seen by more people—and that increases the likelihood of traffic to your website.
The techniques engaged in SEO aren’t a mystery, they’re freely available on Google – it is simply the amount of effort required to construct and deliver content that is the major stumbling block for most businesses. Most business owners will argue that they are better to spend time doing what they are good at rather than trying to be good at SEO
Access a great Google SEO Guide here: http://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
Pros and Cons of SEO
Pros: When organic ranking is good it can be a very reliable and inexpensive way of getting traffic to your site. People view top ranked results as having more authority as lower ranking results and so often assume they are better providers; this can have a positive impact on the sales process
Cons: SEO takes time and the more competitive your keyword, the longer it will take to rank highly. If you are engaging an SEO provider this can mean a huge upfront cost without any return on investment. In the long run this evens out, however, many SEO companies will tell you ‘the algorithms are always changing’ – which attempts to lock you in for longer service contracts.
Both methods have relative pros and cons, but more importantly they have relative benefits depending on the type of business you own and run.
The strategy we commonly employ in relation to SEO and PPC is to run them in tandem and slowly taper the PPC off as your organic rankings improve.
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