Paid Advertising vs SEO: What’s Best for Your Website?

ppc vs seo

E-Commerce is expected to grow to $4.88 trillion by 2021!

Your digital marketing plan strategy is more important than ever. So, which traffic-building method should you choose?

About 51% of all web traffic is organic, while 10% is paid search. But don’t let those statistics fool you. When it comes to PPC vs. SEO, you might want to rethink which method you choose.

If you’re wondering which is best for your website, we’ve got the answers. Read on to learn more about the PPC vs SEO debate!

PPC vs SEO: What’s the Difference?

You might be wondering what the difference is between Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising. With SEO, you are putting time and energy into researching keywords and posting content to get organic web traffic to your website.

By organic, we mean that you are not paying for ads for your website. They are finding you on their own through search engines such as Google, Yahoo, or Bing.

You don’t have to buy SEO searches or clicks, however, it does take time and money to build organic traffic to your website. Costs come from things like paying for backlinks, blog writers, or SEO keyword research.

PPC advertising is paid advertising where you are spending money to have your ad shown on a website. You then would pay a certain fee for every time someone clicked on your ad.

Now that you understand the basic differences between PPC and SEO, let’s take a look at the pros and cons of each.

One of the benefits for small businesses is that PPC advertising allows you to target a certain area. You can choose to only show your ad to locals in your town. This way, when you are getting clicks on your ad, you know they are from promising leads.

The key to ranking locally for SEO is to make sure that your business’ name, address, and phone number are listed exactly the same wherever it is posted. This will help your business show up when someone searches for whatever product you sell near them.

A big part of successful SEO is making sure your website is mobile friendly. That’s a must when it comes to ranking even close to the top.

Tips to Help Your SEO 

When it comes to working SEO magic, you have to make sure you are taking a strategic approach.

Create a blog on your website and make sure you are using keywords that relate to your content. You should also include on-page optimization by updating H1 tags to match the keywords you are trying to rank for. 

Another tip is including backlinks and internal linking on your blog. Backlinks are when another site links to your blog. This tells search engines like Google that your website is providing reputable information. This will push your website further to the top of related searches.

Combine backlinks with internal linking within your blog posts. This includes links to other sites along with linking to your other blog posts. This helps your readers navigate through your website and continue to get to know you.

You’ll build trust in your visitors as well as search engine algorithms.

Tips to Help Your PPC

PPC advertising is when you pay websites such as Amazon, Facebook or Google Adwords to show your ad on their website. Then you pay every time someone clicks on it. Pretty simple right?

The nice thing about PPC advertising is that you can set a limit on how much you want to spend every day or month. If you’re a small business, then spending a ton of money on PPC advertising is probably not doable. It’d be impossible to compete with the marketing budgets of commercial companies.

Using PPC with the website mentioned above will include dashboards with helpful information on the performance of your ads. You can see which ones are getting the most traffic and hopefully sales too!

Two Types of PPC Ads

When using PPC you can choose between a display network and search network. Display network ads are ones that appear on websites such as banner ads. The display ads are usually used as retargeting. For example, they show recently viewed products and try to encourage a lead to make the purchase.

Search network ads are ones that appear on search engines based off of keywords. These are effective when trying to get new customers to your website by serving a need they are directly searching for. 

PPC vs. SEO: Who Wins?

When it comes to PPC vs. SEO, is really one better than the other? The answer is, it depends.

SEO is said to bring in more promising leads because they show up to your website organically. If your website is ranked higher in search results, it shows that you are a trustworthy business.

Also, many online shoppers have trained themselves to recognize and ignored paid advertising. Internet users are more likely to search for peer reviews when they make their final decision on a purchase, rather than simply clicking on the first advertisement they see.

The downside to SEO is that it takes a lot of ongoing work, and results are long term and can take a while to take effect.

PPC puts you in front of your potential buyers instantly and often. The key with advertising is to become familiar to your potential leads with repeat visibility. So they eventually click to learn more.

The great thing about Google is they will always return the best results based on the user’s search. Not based on the highest bidder for an ad. In this case, the user is always the priority. 

This means that your ad will be in front of the most promising buyers. PPC will also allow you to appear on other websites that most relate to your product or service. Giving you more opportunities to reach the right group.

And the winner is…

The truth is SEO and PPC both have a place in your digital marketing plans. While SEO is vital for the longevity and consistency of your website and brand. PPC is great for time-sensitive offers, special deals, or releases. It allows you to reach a specific demographic quickly and instantly sees results.

As a business owner, you can’t rely on just one over the other. Instead, you should aim for a combination of both, depending on your goals and the nature of what you are marketing.

PPC vs SEO – Get Started Today!

Ready to get started on your digital marketing plan? If you’re still unsure about PPC vs SEO, we can help!

We offer services for both paid and SEO advertising. Plus, we can help you figure out which is best for you!

Contact us today to learn more about digital marketing for your company!