Google and other search engines handle billions of searches daily. PPC (Pay Per Click) and SEO (Search Engine Optimization) are an intrinsic part of SEM (Search Engine Marketing), which is a viable digital marketing tool.
You can use both to achieve goals such as increasing traffic and generating quality leads. However, the techniques for each are completely different.
Is SEO still relevant?
Emerging small business owners usually want to carve a niche for themselves despite the fierce competition. You can’t just create content in this era and expect it to attract online visitors automatically.
Nothing beats implementing a robust content marketing strategy and SEO optimization. This is unarguably a cost-effective approach. SEO comprises of different aspects, which include link building, keyword research, and article ideation.
Try to avoid keyword stuffing and dealing with companies that promise instant results.
The importance of PPC
PPC is a fast route to getting immense traffic. Although this can go a long way, it’s not a shortcut to boosting your search engines ranking. Google Ads remains the top campaign platform used by marketers and brands.
Adding extensions will serve as magnets for online visitors and double the chances of getting more clicks. It’s easier to retain first-time customers via SEO if you deploy a successful PPC campaign. Since clicking the ad is important, it’s useless if any conversion doesn’t take place.
How PPC differs from SEO
The truth is that most business owners hardly know the difference between the two. Having a grasp of their concepts can be overwhelming. Without much ado, let’s take a look at how they differ based on various factors.
SEO isn’t completely free because it requires a great effort after designing an SEO plan. More so, you may need to get professional SEO services, but it’s affordable. On the other hand, PPC is more expensive. The good thing is that you will only pay when someone clicks your ad.
It’s better to have a rough estimate of the average CPC (Cost Per Click) for each targeted keyword. Consider creating a budget for PPC. This is also applicable for SEO, especially if you want to hire an SEO specialist.
You will find it easier to calculate your ROI and know whether you’re progressing once you start measuring CPL (Cost Per Lead).
Both can make your brand appear on the first page. However, PPC ads will be displayed at the top or bottom of the SERP (Search Engine Result Pages). You can attract local customers by using location-based keywords.
Small businesses that invest in local SEO and keep their NAP listing consistent will likely make it to the local pack.
- Conversion rate
It’s possible to convert with organic SEO if you’re willing to build trust by offering awesome content as they navigate the sales funnel.
- Traffic potential
SEO traffic is organic and often surpasses that of PPC. The latter should be seen as a short term solution. A bigger budget is a must to attract more clicks with PPC, and traffic will decline once you’re no longer paying for clicks.
It’s one thing to rank higher and another thing to maintain that status. Make sure that you remain consistent and stay up to date with SEO trends.
- Keyword research
Each online visitor relies on keywords to get related results for their queries. It’s imperative to conduct keyword research whether you’re planning an SEO or PPC campaign. Keywords form the basis of SEO, and adopting white-hat SEO strategies will assist you to rank higher.
Leverage Google Ads keyword planner when running your digital marketing campaigns. It has been proven that targeted keywords are more effective for PPC than generic ones. PPC will also help you to discover the keywords that are converting better.
- Ease of use
Each option comes with different levels of complexity. An individual with minimal skill and technical knowledge will find both daunting. Neither is rocket science, and it’s important to acquire basic knowledge even if you’re hiring professional services.
Develop an interest in search engine algorithm changes and refine your strategy from time to time. It’s advisable to find a reliable PPC expert to avoid your money going down the drain.
You need to include PPC and SEO in your digital marketing plan early on. You’re bound to enjoy your SEO investment for a long time, while PPC will come in handy for promoting special offers and generating leads.
Several brands have started making plans before 2020 will roll in. There is ample time to take the necessary steps.