SEO V/S PPC
Search Engine Optimization, SEO, is a widely practiced online marketing strategy wherein the traffic generated is for free. Whereas in PPC i.e. Pay Per Click marketing, all the traffic generated is chargeable per click. Both Search Engine Optimization (SEO) and Pay Per Click (PPC) are an integral facet of Search Engine Marketing and both have their own set of benefits.
As PPC strategies are chargeable, it has an edge over SEO when it comes to search listings. The appearance of the ad depends on several factors including keywords used for targeting, keywords in ad copy, keywords on the landing page, etc. SEO results are organic and PPC results are paid, hence they have a position advantage. The listing of your web pages depends totally upon how well your site is optimized.
SEO: With effective search engine optimization, your page listing can be positioned on the first page.
PPC: As you pay higher cost per click (CPC), you can get your ad featured on the first page.
Though SEO is a free traffic, it takes a lot of efforts and expertise to fetch results that change the SEO presence of your company’s page. It’s a digital war wherein the competition gets tougher by each passing day; in such situations, you really need keywords that are equally competitive and a website that’s high on quality, appearance as well as rich in content. This would enable you to top the list and be one among the top 5 positions. It’s sheer hard work.
So, while SEO banks on keywords, PPC counts on many other factors. For instance, in PPC, you pay only for the ads that are being clicked, not for the ads that just got views. The best part with Pay Per Click marketing is that you can set the daily budget and not pay a penny extra. You can get a clear idea of the average cost per click for the keywords you desire to target and achieve results.
SEO: SEO marketing is not chargeable as such, but it can cost you if you do not know how to carry out SEO campaigns all by yourself. As if you’re doing SEO, it better be effective.
PPC: In PPC, you need to pay only when someone clicks on your ad. You can capitalize on Google Keyword tool to calculate the total expense.
In this section, we will tell you whether SEO or PPC will get more traffic to your web page. It’s a simple rule. If you manage to crack the accurate key words that will rank your website to the top, then you will be able to drive more traffic than paying for the keywords. It’s like once your web ranking is amongst the top 5 positions, then you can expect traffic 24X7 without having to pay even a single penny. When you do a comparison chart of traffic generated and cost of first page positions for both PPC and SEO, you would know that SEO is better.
The keyword Challenge
If you do not have a SEO professional to work for the good web rankings, then settling for PPC would be an ideal solution as with PPC, you can at least get featured on 1st page rather than being present on 2nd or 3rd page where visibility is comparatively low. Some studies suggest that PPC ads bring more traffic but then cost for the same is too high as well.
SEO: In SEO, until your rankings are constant, and your page is one of the top 5, then your organic traffic would be free flowing and continuous.
PPC: PPC ads are bound to get more clicks for you, but this translates into big money as well. As in PPC, for every ad they click, you are charged.
This depends on the user’s interest. But mostly, people who click on PPC ads are more likely to be converted than people coming from organic search. If you run a fruitful PPC campaign, then you will get clicks from the visitors who are interested in your page content or your products and services. So ideally, SEO is better in terms of getting you more traffic but PPC traffic is far more efficient in conversions.
To execute a successful internet marketing campaign, you need to use the strengths of both PPC and SEO. You can start with PPC as it will help you to gauge which keywords work for you better and accordingly plan the SEO strategy. Map out your strategies and get going.