SEO or PPC — Which is For My Business?
SEO or PPC? This is a common question among businesses planning to invest in digital marketing. No one can give a straight answer to this question. Both SEO and PPC are two different marketing channels that fulfill different needs and objectives. While SEO focuses on ranking your website in the organic results of Google’s Search Engine Results Page (SERP), PPC is an advertising model such as Google Ads and Facebook Ads where you pay for each click that leads to your website.
The Pros and Cons of Search Engine Optimisation (SEO)
SEO produces long-term and scalable results. As long as you choose the right keywords, optimise them on your website and make them rank highly in Google’s SERP, you can expect consistent traffic to your website for a period of time. You will not have to continuously manage and monitor your website; routine maintenance is sufficient to drive constant traffic to your website. This makes the cost of SEO much lower as compared to PPC.
However, if you are running a promotion or campaign and you need quick results, SEO will not do the job for you. Ranking organically is time consuming, especially if your website is new. With many websites competing to rank on the first few pages, your page has to establish a certain level of authority before gaining the recognition to be ranked high on SERP. You will have to have unique and relevant content, which also takes time to create, especially if you have limited resources. If you lack the expertise, you can always hire experienced Google SEO company like LOCUS-T to do it for you.
The Pros and Cons of Pay-Per-Click (PPC)
PPC gives you instant results — you can create a campaign on Google Ads or Facebook Ads and expect it to appear on the top pages of Google’s SERP almost immediately. It is also much easier to target the exact audience you want to attract via PPC advertising. This gives you control over the group who visits your website and pay only for the clicks you receive. With a Google Adwords agency like LOCUS-T, you can run A/B tests to conduct quick experiments on what works and what doesn’t, which is not possible with SEO as it is difficult to point at what works and what doesn’t due to its long-term nature.
The downside of PPC is that it can become costly, especially if you are in a competitive industry. You need to consistently monitor your ads performance and adjust your ad copies, images and little details to ensure that it doesn’t lose its effectiveness. With PPC, you need money to make more money.
So, which is better – PPC or SEO?
Like we said earlier, there is no yes or no answer to this question. It all depends on your business needs and objectives. Both can bring in quality traffic to your website, but it is a matter of whether you need an instant one or a continuous flow.
If you have the budget, running both in tandem would be the best strategy for your business as they can complement each other.
Still undecided? Talk to LOCUS-T’s expert digital consultants to get a clearer picture of the effectiveness of SEO and PPC and how they can help you build your online presence. We are all ears!
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