PPC or SEO?
Which should you prioritize – PPC or SEO Marketing? When it comes to a digital marketing strategy, few things are more important than search engine optimization (SEO) and pay-per-click (PPC) advertising. However, many end up confused about whether or not both strategies are necessary.
Companies that may be on a tight budget right now or are only beginning, like start-ups or small businesses, may not be sure which one they need to prioritize. It’s a rather valid concern, and in this blog, we’re going to explore just that:
What Is SEO?
SEO is short for search engine optimization. It is all about enhancing a website and its content to rank for certain keywords. They should rank on search engines like Bing and Google.
Organic SEO is the process of improving your rankings in search engines without paying for the advertising. You can do so by improving the quality and value of your content, increasing the quantity of content you give to your users, and enhancing the overall experience your website can provide.
What Is PPC?
PPC or Pay-per-Click advertising lets marketers pay only when an online user clicks their ad. It’s a digital advertising model that lets marketers showcase advertisements in the sponsored results section of a search engine’s results page.
Advertisers bid on a given value of a click to appear after meeting the audience criteria and using the right keywords. You can find your ads in the sponsored links on the results page, and a small fee is charged once an interested user clicks on the ad. As a result, the term Pay-per-Click comes into the picture.
With SEO, you’re shooting to rank as highly as possible—to be visible in the organic results of search engines.
While for PPC, you’re paying to be as visible as possible—to be clickable in the sponsored results of search engines.
For most people, the main difference between SEO and PPC is the type of strategy that works best. With SEO, the main tactic is to drive more and more traffic to your website. While with PPC, the main technique is to generate more and more clicks to your website.
What’s the Difference?
The main distinction between SEO and PPC is you don’t pay for SEO clicks or conversions. Instead, you only pay for the opportunity to appear on the search engine results if users are looking for products or services that you have too.
Which One Should You Prioritize?
The priority depends on certain factors in instances where you cannot perform SEO and PPC solutions simultaneously.
SEO Should Come First If:
- There’s a need for sustainable gains in leads, traffic, and brand awareness.
- There’s an established organic search foundation.
- There’s time to make a long-term commitment.
PPC Should Come First If:
- An established brand is only beginning its digital marketing journey.
- The business is only starting.
- There’s no room for constantly considering Google’s algorithm changes.
Search engine optimization is great for organic search improvement and ranking well on search engines. Meanwhile, pay-per-click advertising is all about earning from ads users click on out of interest. The most obvious advantage of applying SEO and PPC efforts is gaining more exposure on the search engine results pages (SERPs).