When you are spending your marketing budget, you are likely looking to maximize it. Because of this, you might be wondering whether you should be spending more time, energy, and resources in your PPC efforts or your SEO efforts. In this article, we will discuss some of the different things that you should consider when you are weighing your options.
What Is SEO?
SEO or search engine optimization is the process of getting your website ranking high organically for respective keywords within the search engine ranks. You can visit this website to know more about SEO.
What Is PPC?
PPC or pay-per-click is a paid advertising strategy that requires you to ‘bid’ on keywords within your niche. Once you bid on them, your ad will show up for anyone that searches with the keywords. Once the person clicks on your ad, you will pay the bid price.
Which Is Better For My Website?
- Know Your Budget
One of the main things that are going to influence the answer to this question would be your budget. Your respective budget is a primary concern when you are weighing your options. Search Engine Optimization (SEO) is much cheaper to implement than Pay-Per-Click (PPC). Because of this, any business that is on a shoestring budget is going to want to focus primarily on SEO. Whereas, if you have a budget that you can work with, it might be better to invest in paid advertising methods.
- What Is Your Goal – Short or Long?
Another key consideration that you will want to make when you are looking at your options would be whether or not you are looking to get immediate results or if you are looking to set your business up for future success. The fact is, SEO is something that takes a lot of time to implement and experience results from. Whereas, PPC is something that will enable you to experience the results in short order. Because you will be bidding on keywords and paying for traffic, you can begin to see results from a highly effective PPC campaign almost instantly. Whereas, even the best implementation and execution of SEO strategies will take a while to begin to experience results from.
- What Industry Are You In?
Another thing that you will want to consider when you are looking at the two options would be the industry that you are operating in. Ideally, you want to choose the best option for your specific industry. Finding and choosing the right option for your industry is key. For instance, if you are looking to drive traffic to your website to sell a product or service, you are likely going to be much more willing and able to pay for advertising and traffic. Whereas, if you are operating in an industry where you are not selling anything, you are likely going to want to rely much more on organic search engine results.
- Do You Have Experience With Either?
Another thing that you want to consider would be the level of experience you have working with either strategy. The truth is, you can end up spending a lot of money with PPC if you don’t know what you are doing. It is important to know and understand what you are doing and how to effectively analyze a campaign to tweak it and optimize it. Otherwise, you can find yourself spending a lot of money on ineffective campaigns and it can end up skyrocketing your customer acquisition costs by default. Whereas, if you are not necessarily an expert on SEO, you might harm your business but there isn’t much direct financial loss that you will have to deal with. However, you can reduce your chances of achieving a high rank.
- What Is Your Competition Doing?
Another thing that you ought to consider when you are looking at your options would be your competition. You want to look closely at your competition to see what they are doing in order to better prepare for what you should be doing. By understanding the strategy of your competition, you will be able to put yourself in the best position to succeed. If your competition is ranking very high within the organic search engine results, it is something that should impact your decision. Whereas, if your competition is spending a lot of money on their paid advertising methods, you want to match them and do the same. That way, you can reduce their dominance within the marketplace and you can utilize the same strategy they are using.
- Do Both SEO and PPC
In reality, you should be integrating both strategies into your marketing mix. To succeed in today’s digital marketplace, you need to integrate both strategies. That way, you will be able to come up with a comprehensive marketing mix that can help you dominate the market. No business should be focusing solely on search engine optimization. Likewise, no business should be focusing strictly on paid advertising methods. Instead, you want to have a delicate balance of both. That way, you can experience the benefits that come from ranking highly within the organic search engine results and you will be able to maximize traffic from buying keywords through targeted paid traffic sources.
Overall, there are plenty of different things that you want to consider when you are attempting to pick out the right strategy to invest in. While one might be better and more appropriate for a specific business than the other, having both in your marketing mix is key.