When you’re thinking about building your marketing strategy and researching the available options, you’ll encounter the terms SEO and PPC… but what do they mean? What are the differences? Which should you choose?
In this blog, we will discuss the pros and cons of both, so you can make an informed decision when looking for marketing support.
What is SEO?
SEO, which stands for Search Engine Optimisation, is the process of optimising a website to rank higher in search engine results pages (SERPs) for specific keywords and phrases.
SEO aims to increase organic traffic to a website by improving its visibility and relevance to search engines. This is accomplished through various techniques, including keyword research, on-page optimisation, link building, and content creation. SEO is a complex and ever-evolving field, but it is essential to any successful online marketing strategy.
Does SEO work?
As SEO specialists, we are often asked this question… and the answer is YES! When done right, SEO can work wonders for your website, driving more traffic to your site and increasing your online presence.
It is important to note that SEO is not a one-time fix and requires ongoing effort to maintain and improve your rankings. If you are considering implementing an SEO strategy in your marketing, it is a good idea to hire an agency who have the time and skillset available to deliver truly remarkable SEO results.
What is PPC?
PPC, also known as Pay-Per-Click advertising, is a digital advertising technique where you pay a fee each time your advert is clicked.
Commonly used on search engines (e.g., Google or Bing), social media platforms, and other websites as display ads, Pay-Per-Click advertising enables you to target specific audiences based on demographics, interests, location, and other factors. This makes it great for generating relevant traffic and leads.
Unlike SEO, PPC advertising can produce instant results as there is no need to build your reputation organically; you can pay to get to the top of Google (although this is not always the best approach). If you need results fast and have the budget to spend on advertising, then PPC may be the way to go!
Does PPC work?
The success of PPC is largely dependent on the quality of your adverts and targeting but can also be affected by the competitiveness of your industry.
Before making any decisions, it’s important to research and identify the best channels for your ads. For example, LinkedIn is typically more expensive than Facebook to advertise on but may be better suited to your industry. It all comes down to weighing up the pros and cons of each platform’s audience and capabilities. Different types of adverts should be considered according to your individual business and your goals.
This is where an agency partner comes in handy! With fully-trained PPC advertising professionals on hand to identify the most suitable methods and to continue optimising your ads, your budget is less likely to be wasted.
So, which should you choose?
Deciding how to use SEO and PPC can be a tough choice. Both have their own strengths and weaknesses, and it ultimately depends on your specific goals and budget.
SEO can be a great long-term investment, increasing your organic traffic and improving your website’s search engine rankings. However, it can take time to see results and requires ongoing effort to maintain those rankings. On the other hand, PPC can be a quicker way to drive traffic to your website and can be more flexible in terms of budget and targeting, but is more expensive than organic marketing. It’s important to weigh each option’s pros and cons and determine which suits your business needs best.
SEO and PPC work fantastically together, as a well-functioning, high-ranking site can lead to you paying less for your PPC advertising. PPC can bring high-quality traffic to your site, assisting your SEO efforts.
Are you ready to work with a multi-award-winning marketing agency with dedicated SEO and PPC professionals in-house? Get in touch to learn how we can help you grow your marketing strategy today.