Is website positioning Or PPC Higher For Your Enterprise?

One of the most common questions I get from business owners is a variation on the following: “Should I spend money on SEO or PPC?”

It is a complex question that has no right answer. But I can help you understand the factors to consider when making the decision for yourself.

The basics: SEO vs. PPC

We’ll start with a basic explanation for anyone unfamiliar with these strategies.

SEO stands for search engine optimization. We all regularly use search engines to find what we’re looking for, whether it’s an answer to a story question or a link to a store that sells a particular type of shoe. SEO is about optimizing your website to rank higher in search engines so that your target audience is more likely to discover it when they search for terms relevant to your industry. Typically, this means using a combination of on-site technical changes (e.g., coding tweaks in the backend), quality on-site content, and external link building efforts to increase your perceived authority and relevance in the eyes of Google ( and other search engines).

Related: 3 tips to become a pay-per-click expert

PPC stands for pay-per-click advertising. The idea here is to use a platform like Google, Facebook, or Bing to serve ads that your target audience will see. You pay a set amount for each person who clicks this link (hence the name of the strategy). In the back end, you have complete control over how these ads appear, how they’re written, who they’re targeting, and more.

Both strategies are common in the world of digital marketing, and both are relevant to search engines, but require radically different approaches. This leads to a lot of people assuming that they are somehow opposing or that you have to decide which one to go with; in reality, SEO and PPC are best when they work together.

Nevertheless, there are advantages and disadvantages for everyone.

Where SEO shines

SEO has several advantages over PPC, such as:

Long-term cost efficiency and ROI. SEO is more cost effective than PPC ads in most cases, especially in the long run. It takes a while for an SEO strategy to gain momentum as it takes time to create, link, and generate content Increase your domain authority in the eyes of search engines. But once that momentum is there, you will see impressive returns.

Credibility and organic appeal. You have already seen ads on Google. What do you think of them In most of the cases, if you’re like most people, you’re right now to skip the ads and move on to the organic search results. That’s because organic search results have higher credibility and more immediate consumer confidence. This makes SEO a great way to ensure that your company is seen as a real authority.

Competitive dominance (possibly). In the PPC world, anyone can get their ad posted for a particular term if they can afford enough. But you can’t buy into SEO (at least not that easy). Once you have established yourself as the ultimate authority on a particular niche, it will be easy for you to maintain that competitive dominance. Of course, it can be difficult to get there.

Peripheral benefits. SEO requires you to create links, write good content, and make your website more user-friendly. This gives SEO a host of peripheral benefits and the potential to aid many other marketing strategies.

Related: 7 reasons why SEO is important for every startup

Where PPC shines

There are also some important advantages of PPC over SEO:

Immediate effectiveness. You don’t have to wait months (or weeks) for your PPC strategy to “kick in”. Your ads will be placed in search engines as soon as you start paying for them, which makes PPC a faster strategy overall.

Guaranteed results. When it comes to SEO, it takes a bit of luck and hope. But there are no such assumptions in the PPC world. You only pay for the clicks you actually get, so in some ways you are guaranteed results.

Fine-tuned controls. PPC offers much more finely tuned controls over your strategy. You can Address exactly the target group you want to reach – and test your ads to see how effective they really are.

Possible entry points. Established SEO competitors are tough to overthrow. But with enough budget and the right targeting, PPC ads can crowd out virtually any competitor.

Related: 9 mistakes that can ruin the success of your pay-per-click advertising

The bottom line

If you want to grow your business as quickly and efficiently as possible, consider using a combination of SEO and PPC ads. Each strategy has strengths and weaknesses that complement each other – and using both can help you maximize your search engine coverage. That said, certain aspects of your business should make you prefer one strategy a little more than the other; For example, if you have a limited budget and a long time horizon, SEO is a better option, while PPC ads are superior if you have an immediate need for increased traffic.