SEO vs PPC: Determining Which is Right for Your Website

Aug 8, 2014 | PPC Insights, SEO Insights

When it comes to boosting traffic and sales on your website, the two major options are search engine optimization (SEO) and Pay-Per-Click (PPC) advertising. While both of these options have pros and cons, at some point every business will ask “Which will benefit me more?” In order to answer this question, we first have to understand what SEO and PPC are.

What Exactly are SEO and PPC?

SEO is used to get your website ranking higher in organic and natural search results on search engines like Google, Yahoo, and Bing. This is attained by optimizing the your website’s code, targeting specific keywords and keyword phrases, and generating organic content on your website targeted around these phrases. Using diction similar to the keyword phrase—known as latent semantics—will help your content read more fluid and naturally, which will help the search engines read your site more easily, resulting in higher rankings. This can take much longer, but your SEO cost are consistent over time.

Pay-Per-Click is like auction-bidding against your competition for advertising space that target key phrases on search engine pages. For instance on Google, you will see the advertisements running along the top of the search results pages, as well as down the right-hand side. These companies pay to have their ads run for certain keywords, and search engines will charge the company for each click on their ad. PPC is perfect for immediate results, however your PPC cost can increase dramatically when bidding against your competition for better rankings of your ads.

So Which One Is Better?

When determining which avenue to take, it is less a question of better or worse, and more dependent on your company’s budget, and the amount you are willing to spend. Everyone wants immediate results, and PPC will offer immediate results given your budget allows for enough clicks. When it comes to jump-starting an advertising campaign, investing in Pay-Per-Click will definitely help, however depending on your competition, prices may get steep.

SEO involves building a solid, lasting campaign with a set price that, while not immediate, will pay off for the company in the long-run. Long-term SEO can generate more qualified leads and traffic than PPC. Another benefit to SEO is that many search-engine users are still wary to click on PPC ads, but very willing click organically generated ads. SEO takes time, patience, and research, and while the payoff is more than worth it, some campaigns can last many months before returning desired results.

SEO and PPC Work Perfectly Hand-in-Hand

For a business with the budget, targeting keyword phrases through PPC advertising while setting up an SEO campaign to run alongside it will inevitably return the greatest results. Your SEO efforts–optimizing your code, using latent semantics, and creating consistent and unique content–will help your PPC results as well as your search engine rankings.

When it comes to a cost analysis for an SEO or PPC campaign, businesses have to consider their industry’s market, local competitors, consumer demand, keyword phrases to target, as well as all of the other factors that come into advertising—a company in a niche market will spend less for its SEO and PPC than a company competing in a popular market.

No matter what market you’re in, SEO and PPC advertising will greatly benefit your company’s online presence and online sales–deciding which to use, if not both, is merely a matter of weighing out budget options against the pros and cons of each. For more questions about SEO and PPC advertising, contact Hyperlinks Media today.

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