SEO campaigns versus PPC campaigns: What should a new business focus on?Published Monday, 26th July 2021
SEO and PPC are two essential components of a marketing campaign. They help capture new customers, drive traffic to your website, and increase sales through the utilisation of search results.
Opinions vary on which is the best strategy for most companies. Some argue that SEO will generate more leads with less cost, but it takes time before you see search results, while others believe that PPC brings in profits quickly but at a higher expense.
The answer is not as straightforward as it seems because there are many factors involved, and no one strategy works for all businesses or websites. Hence, this article discusses how both methods can be utilised together to improve results from each other. We also provide an overview of what SEO entails and some dos and don'ts when using search engine optimisation.
If you are starting with your business, it might be good to focus on PPC for initial results. This will allow you to understand how your website works and test new strategies before making any significant investments in SEO.
To achieve this, divide your budget into two unequal chunks - one for PPC and SEO. As you get more results and increase profits, allocate more significant portions of your budget to PPC.
However, if you have a reasonable budget available to invest in SEO - do it! SEO will aid in driving traffic to your website and improving the brand's visibility across search engines like Google.
Both strategies require regular attention, regular monitoring, and marketing efforts to stay relevant in the market. Hence it would help if you had a team of people willing to dedicate time for both SEO and PPC - Devising strategies for each platform, managing projects, ensuring quality results, and designing reports.
What is SEO?
SEO is the process of affecting the visibility of a website or a web page in search engine results through organic (non-paid) means. And while it's not an easy task, applying SEO best practices can give your site a significant boost in online search rankings, with virtually as much relevance to these rankings as paid ads.
Google and other search engines are constantly refining their algorithms to deliver the most accurate, up-to-date results for user queries, which is why it is necessary to stay informed on what works best in their eyes (and in a way that ranks your site higher). Website users who find a page through search engines often trust that the content they see is relevant to their search, as Google's algorithm ranks pages based on relevancy.
SEO optimises a website structure and online copy for keyword phrases to bring more traffic through organic search results. It includes meta tags, page titles, and descriptions, well-written content for the web page body - all of which are factors likely to influence search engine rankings.
SEO also involves off-page optimisation techniques, such as link building through social media profiles, content sharing on other websites, etc. According to a recent survey by BrightEdge, more than 80% of marketers believe that their SEO efforts will lead to increased PPC revenue; however, the most effective way to improve SEO is through off-page optimisation.
Even though content marketing can be very helpful in improving organic search rankings, it can also be a drain on the budget since you need to focus on quality. Website users' demands change so quickly, and there are several requirements for different industries. If you are not keeping up with the latest trends or are not aware of what users want, you risk being ignored.
Keywords and keyword phrases for SEO should be based around your industry and relevant to particular products that you are promoting. Website structure should allow users to find specific products and services on your site easily, so this is important. This priority will always be relevant to your business goals and competition, as well as the quality of your product. Website structure should also be linked with search engine-friendly URLs and not have any broken links on your site (either internal or external). This is vital for keeping a good score from Google Website Optimiser.
What is PPC?
Pay-Per-Click (PPC) is the action of an advertiser or sponsor who has paid for advertising space in a search engine's sponsored links. PPC ads will appear on these pages, and when clicked, they will take you to a different page, usually with the advertiser or sponsor link.
PPC allows you to set a budget for your company and manage it depending on what is needed.
The one downside of PPC is that you have limited control over where your ads will appear, but in the same way, it allows you to reach people who would not otherwise be able to find out about your business.
PPC is ideal for businesses that want to increase awareness organically but would like a slight boost in the short term. To get the most out of both SEO and PPC, you should have clear goals achievable in the time frame you're working within. It is more important to remember your business's top priority because it will determine which strategy will work best for you.
Using PPC and SEO together
There are several benefits to both strategies, but the main one is that SEO will help improve your site's rankings in search engines, whereas PPC has a cost associated with it and often involves a contract. It also works best for those who have limited time on their hands as you can keep an eye on what is going on when it comes to your monthly budget.
Using organic search traffic with PPC will ensure that you also have a base of clientele. You can start building up other types of leads (more specifically, "leads" whose engagement in the business is not amounting to them becoming customers yet). Depending on the cost-per-click (CPC), you can also use PPC to build up traffic over a long period and gather more leads.
It is important to note that both strategies require monitoring. It would help if you kept an eye on how successful your website is with SEO by checking metrics such as your brand, website, competition level, etc. The same goes for PPC. Make sure you set up your campaigns carefully and track the success of each keyword. You can use Google Website Optimiser for tracking PPC statistics as well as engagement by types of clients.
How much does PPC cost?
Ultimately this depends on the type of service you are looking to grow awareness for and your budget capabilities. However, if you only have limited time to devote to running a campaign that most people find themselves in, SEO might be a better option. It has long-term benefits without additional cost requirements beyond what you would use to run your website. Again, either option can work best for your business, depending on its priorities!
How much does SEO cost?
Generally, long-term benefits are more effective than short-term ones. Like PPC, there is a starting cost with SEO, but it will save you money in the long run if done correctly. The longer your website and its content live online, the more traffic you will gain over time, which means the more business will accumulate over time. Since SEO is still an emerging marketing strategy, depending on where you are located and how popular your niche is in your area, it may take longer for the benefits of SEO to start showing through than if you were making use of PPC.
Is SEO better than PPC?
Again, it depends on your priorities and those of the business. SEO campaigns are are long-term plans, whereas PPC campaigns are more short-term. However, it will require a more significant investment in the beginning.
Both strategies are very effective at marketing online, and either can be used successfully to build up your client base for years to come (assuming you have a fantastic website with high-quality content).
There are many pros and cons to PPC and SEO. Once you've made a list of all your different options, think about how much money you want to spend and what the best option is for increasing profits in the long term! If you're looking for an immediate boost or have limited time to devote to the website, PPC campaigns may be the better option for you. If your business has more time, then SEO campaigns are likely the way to go!